CAIA Campaign Enables Consumers to Show Their Love for Avocados

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CAIA Campaign Enables Consumers to Show Their Love for Avocados

The Chilean Avocado Importers Association (CAIA) has created a national platform to boost U.S. consumption and demand in a way that can be tailored to the market area of each of its supermarket retail partners. The Chilean Avocado Lovers Club serves as a virtual community for the fruit’s fans to network with each other through the club’s Facebook fan page, follow a live stream of club updates via Twitter, and enter the club’s “So Good, So Many Ways Random” Drawing. Winners of the drawing will receive $250 in free groceries or an official soccer ball.

“We are very excited about this new consumer giveaway -- especially during an economic time when consumers can benefit from free groceries,” said Maggie Bezart, marketing director of Aptos, Calif.-based CAIA. “Winning $250 in groceries can be equivalent to a week of meals for a small family. It is a way of showing our consumers we love them for loving our product.”

Consumers can join the club and enter the drawing through 11:59 p.m. EST on Feb. 15, 2010. Participants may additionally enter the drawing by mailing in an entry form available at local grocery stores displaying promotional materials created by the association.

In each produce department of the participating supermarkets, CAIA will clue consumers in about the club and random through a new display unit featuring handy ripening bags for home use and a sweepstakes entry pad.

Randomly selected winners will be notified by telephone or e-mail no later than March 15, 2010. Sixty winners will each receive a $250 supermarket gift card Grand Prize, and 200 additional winners will each receive an official Chilean Avocado Importers Association/American Youth Soccer Organization (AYSO) Soccer Ball runner-up prize. Consumers can submit their entries online at or by direct mail.

Established in 2002, CAIA, which consists of Chilean avocado importers, exporters and producers, conducts market development activities and promotions to increase the consumption of Chilean Hass avocados in the United States during the Chilean season, which runs from August through March. Chilean Hass avocados are available when California avocados are out of season.