Food Service Program activation to grow category, boost consumption

Hort Innovation Marketing team and delivery partner Papaya are developing a Food Service communications and content strategy to drive category growth in the sector and increase Australian Avocado usage and adoption within priority outlets Quick Service Restaurants (QSR), Restaurants and Cafes, Pubs and Clubs. The strategy builds on a prior market research program conducted by FreshLogic providing insights into the foodservice sector and the role of providores. The Hort Innovation Marketing team and Papaya will engage with a PRG at the beginning of August to share the strategy.

This year for National Avocado Day on 31 July, there will be three Food Service activations, 1) an Australian Avocado Fiesta at Sydney’s leading Mexican restaurant Mejico (see the above photo showing the menu), 2) an Avocado market tour and avocado usage demonstration at Sydney Markets and 3) a morning TV segment with Sunrise featuring an Australian Avocado grower and a leading chef.

Launching at Sydney’s leading Mexican restaurant, Mejico are hosting an Australian Avocado Fiesta with dishes and cocktails featuring avocados in ways you’ve never experienced before. Embracing avocados throughout, the menu highlights different usage occasions for avocados and stretches perceptions of how avocados can complement a range of flavours in food and cocktails. This campaign will be supported by earned media and pitched out to key trade and food publications loved by foodservice operators.

Sydney Direct Fresh are hosting a market tour at Sydney Markets with a focus on Australian Avocados to celebrate National Avocado Day, inviting 30 of their Sydney chef customers. As part of the tour, Australian Avocado grower Josh McMillan from McMillan Farming will join to talk to the chefs about the provenance of Australian Avocados and share the grower story, taking the chefs on the journey of an avocado from the field to their kitchens. Following the tour, Jamie Gannon (Group Executive Chef of Laundy Hotels) and Christy (Head Chef Mejico) will showcase avocado usage, and both create their own guacamole for chefs to watch and taste.

Lastly, Executive Chef from Sam Prince Hospitality Group, Amada Fuller and Australian avocado grower Michael Coulson will be live on Australia’s most watched morning show, Sunrise. To celebrate National Avocado Day, Amanda Fuller will make Mejico’s table-side guacamole (one of the items on Australian Avocado Fiesta menu) while grower Michael Coulson from Coolio Farms will talk about his experience growing avocados.

This article appeared as part of the 26 July 2024 issue of Guacamole, AAL’s enewsletter.

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