Due to the expected increase in avocado volumes (now estimated at 20 million 4 kg cartons for exports) and an early start to the 2023 season, the South African Avocado Growers' Association (SAAGA) embarked on its local market development promotional activities at the start of March.
“South African exporters shipped large volumes in the early season to arrive on the market before the major Peruvian volumes,” SAAGA says.
“This also meant that there were larger volumes on the South African market. From now onwards, export volumes will be lower, which also mean reduced volumes into the South African market. However, due to the good crop, there should be sufficient fruit to meet local demand.”
Building ties with South African dieticians
As part of its pursuit of driving avocado sales, the avocado organisation has been enlisting the aid of dieticians. SAAGA was a sponsor at the recent annual congress of the Association for Dietetics in South Africa where the role of avocados in maternal nutrition was highlighted. Further information on the health benefits of on avocados is included regularly in newsletters sent to 1,500 dietitians and nutritionists across the country.
On a gastronomical note, SAAGA and Protactic Strategic Communications are continuing to focus on various culinary schools where the interest and creativity from student chefs in adding avocados to their dishes has been excellent. Protactic has been involved in SAAGA’s promotional activities since the late 1990s. Regular independent consumer research, funded by SAAGA, has confirmed increased consumer awareness about the versatility, varieties and health benefits of avocados.
Market buyers keen to learn about varieties
In-store promotions, point-of-sale material and digital screen campaigns at retailers run concurrently during the peak season.
Promotional activities at the municipal national fresh produce markets provide information to South African consumers. The majority of buyers at these markets are informal traders supplying the hundreds of thousands of street stalls where many South Africans outside of the country's subtropical regions encounter avocados for the first time.
During April, Promofresh’s Rachel Magolego, Elisa Nkambule and Charlotte Sambo set up stalls at various market agencies at the Tshwane fresh produce market.
Rachel Magolego from Promofresh, Johannes Mufamadi from Spar, unknown buyer, Elisa Nkambule and Charlotte Sambo (both Promofresh) at an avocado promotion at the Tshwane municipal market during April 2023
“Buyers are very interested and they want us to explain the different varieties to them,” says Rachel. “Most people already know avocados but they think all avocados are the same.”
Buyers looking for shelf life turn to Hass
It has long been assumed that South Africans prefer green-skinned avocados to Hass type or dark-skinned avocados, and that buyers for street stalls will reach for the larger varieties like Pinkerton, but the Promofresh team say they see a different picture emerging.
The data they collect on consumer preferences shows that among buyers who do distinguish between avocado varieties, Hass is strongly liked for the reason that its harder skin protects the fruit from bruising to a greater degree than Fuerte with its smoother skin.
The topic of handling of avocados is front of mind for buyers, many of whom conduct their trade with minimal access to a cold chain and are unsure how to minimise stock losses, particularly given high food inflation.
The Promofresh team shares a little hack to tell when fruit is ripe: instead of squeezing the fruit, the stem remnant gives the clue: when dry and loose, the fruit is ripe. They note that buyers appreciate tips like that and render them more amenable to add avocados to their shopping list.
“Before the buyers would regard avocados as too expensive,” remarks Elisa, “but we’re encouraging them to buy it because it’s very filling and it’s very healthy.”
Promotions at the Johannesburg and Tshwane fresh produce markets run over six weeks until the first week of May.
For more information:
Promofresh
http://promofresh.co.za/index.html