The Colombia Avocado Board Reveals New Branding to Drive U.S. Consumption; Pedro Aguilar and William Watson Share
ORLANDO, FL - The Colombia Avocado Board (CAB) is taking a B2B approach to drive consumption in the United States. As we’ve learned over the past couple of years, branding is the key to landing product in shoppers’ baskets, which is why the CAB has reinvented its look to do just that. The organization has revealed all-new branding as part of a strategic plan to increase Colombian avocado imports to the U.S. by building relationships with buyers and sharing information about the category.
“As we kicked off our new strategy, it was important that our logo captured the essence of the diverse ecosystem and tropical rainforests of Colombia,” said Pedro Aguilar, Chairman. “The Andes is the backdrop of our home, and the shades of green in the logo emulate the rich green colors of the country’s flora and fauna, while the tree plays homage to the wax palm, the national tree of Colombia.”
Colombia’s direct access to the Atlantic and Pacific oceans makes the country uniquely positioned to deliver avocados to the East Coast of the U.S. in ten days or less, and the West Coast in under two weeks. According to a press release, this provides a strategic advantage to Stateside buyers.
“When looking at the projected retail and foodservice demand in the United States, Colombia is perfectly positioned to help meet those demands head on and provide another market solution,” said Aguilar.
William Watson, Managing Director, also commented on how Colombian avocados can help maximize retail ROI.
“Our goal is to build awareness for CAB and align with importers and buyers of avocados to show them that the Colombian Avocado program has the quality and volume to provide another category solution for a hungry U.S. consumer,” Watson shared.
The press release added that Colombia is also ecologically diverse, boasting of great diversity along with three different tropical mountain ranges which provide the perfect avocado growing conditions for a year-round season.
“We have fantastic growing conditions, consistent rainfall, and the capability to create extended seasons for avocados,” said Aguilar.
Aguilar also noted that this unique terrain allows Colombia to have two growing seasons for avocados that make avocados available 365 days a year: one running October through March and representing two-thirds of the total harvest, and the other running from May through August and representing the remaining portion of the crop.
“This is an exciting time to be part of a category that has shown such rapid growth and work with an organization that is poised to grow into the space as they create new marketing and awareness tools,” Watson concluded.
The Colombia Avocado Board and its new brand will be featured at the New York Produce Show, December 13—16.
We can’t wait to see how this branding ushers in a new era for the category.