The Australian Avocados Foodservice Program was developed to increase avocado usage across key foodservice outlets – including quick service restaurants, cafes, pubs, and clubs – by engaging foodservice professionals through recipe inspiration, educational resources, and provenance and grower stories.
Since the launch of the communications strategy, the team established a strong brand look and feel for the program, supported by a suite of compelling assets – including photography, video, and recipes – designed to position avocados as a versatile, high-value menu ingredient.
Collaborations with high-profile chefs such as Jake Smyth (Mary’s), Mitch Orr (Kiln), and Darren Robertson (Rocker) resulted in the development of original avocado-based recipes spanning multiple cuisines and applications. Captured via photography and video, the recipes were published across Australian Avocados’ website and social channels and amplified by the chefs themselves to their professional networks and social media audiences.
A major milestone in the campaign was an exclusive Foodservice Launch Event at Lana, Hinchcliff House in Sydney, attended by 80 chefs and foodservice professionals. The event featured:
- An avocado-inspired shared menu, with avocado included in every dish – even a welcome cocktail.
- A live masterclass with renowned chefs demonstrating creative avocado applications.
- An ‘in conversation’ segment with avocado growers, offering behind-the-scenes insights into provenance.
- MC duties and participation in the masterclass by celebrated chef and co-founder of Mary’s, Jake Smyth.
Results were overwhelmingly positive, with over 80 per cent of attendees saying they were highly likely to use avocados in new applications. While most reported current usage in guacamole, salads, and breakfast dishes, there was strong interest in expanding into dressings, sauces, and desserts. Amongst those surveyed, avocados are currently used in an average of 3–4 dishes per menu – this metric will continue to be tracked as part of the program’s monitoring and evaluation.
The post-event survey further revealed:
- 56.3% felt inspired to create new recipes using avocado
- 62.5% better understood the value of avocados on menus
- 68.8% felt inspired to use avocados in more dishes
- 56.3% reported improved confidence in managing ripeness
Attendees named the bespoke avocado dinner, Jake’s masterclass, and meeting the growers as their favourite parts of the evening. One participant described the event as “an unforgettable celebration of flavour, storytelling and connection,” adding that it was a valuable opportunity to meet inspiring chefs and passionate producers.
The program also extended its reach through a sponsorship of the Australian Burger Awards at the Foodservice Australia conference – the country’s largest foodservice industry event, attracting 15,300 attendees and 350 exhibitors over 3 days.
As part of the Technical Burger category, finalists were encouraged to incorporate avocado into their entries, with one standout using avocado skin as seasoning, demonstrating the fruit’s creative potential. The burgers were prepared live in front of attendees, showcasing the versatility, appeal, and commercial potential of avocados on foodservice menus.
As part of the sponsorship, Australian Avocados branding featured across the Food & Hospitality Week and Foodservice Australia websites, event signage, and brochures. The partnership was also promoted on social media.
Together, these foodservice initiatives helped position avocados as an on-trend, premium ingredient capable of elevating menus, meeting customer demand, and inspiring chefs across the country.
This article appears as part of the 20 June 2025 issue of Guacamole, our eNewsletter.
