As part of the first European-wide avocado marketing campaign - backed by Peruvian, South African, Californian and Mexican growers - London’s buses and taxis are being transformed with avocado branding.
Running throughout the rest of July and August, the World Avocado Organization (WAO) campaign aims to increase awareness of avocados and push demand even further.
The appetite for avocados in Britain and across Europe continues to rise and demand is expected to increase with the Fruit of Life brand.
“The UK has experienced an avocado craze in recent years and demand for them is growing on a daily basis,” says Xavier Equihua, CEO of the WAO.
“In 2016, Europeans ate more than 400 million kilos of avocados in 2016 and by 2017 we expect to see this increase to a whopping 480 million kilos – a 20% increase in just 12 months.
“We expect 2018 to be even greater with pan-European consumption growing to upwards of 500 million kilos. We want to fuel this demand and respond to UK consumers.”
Equihua adds that he expects double-digit growth for avocado demand in Britain as well as other European countries.
The green buses and cabs will display the #AvoBus and #AvoCab hashtags. Commuters and tourists are encouraged to take part in a social media campaign to share photos of their avocado-inspired journey with the chance to win a summer’s supply of the fruit and other prizes.
The WAO has also launched social media channels on Facebook, Instagram, Twitter, YouTube, and Pinterest.
This London promotion is part of a pan-European campaign which also involves collaborations with Costco and Tesco in the UK; Carrefour, Monoprix, Lidl and Costco in France; Edeka in Germany; Bama in Norway; ICA in Sweden and Costco in Iceland.