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Australian avocados enter the market with Brett Lee as ambassador
Monday, 13 May, 2024, 12 : 00 PM [IST]
Our Bureau, New Delhi
Avocados Australia Limited, the representative body for the Australian avocado industry, announced its much-anticipated entry into the Indian market, accompanied by cricket icon Brett Lee as the brand ambassador. This exciting collaboration marks a significant milestone for both Australian avocados and the Indian fresh fruit market. Reputed for their superior quality and health benefits, Australian avocados are set to give the Indian taste buds an amalgamation of flavour, texture and nutrition. With Brett Lee as a brand ambassador, this launch aims to introduce a premium and healthy option to the Indian households, promoting the incorporation of avocados into everyday meals and snacks.

The avocado market in India is gaining momentum. Avocado consumption has increased in India, with global demand also witnessing a significant surge over the past decade. Avocado is a healthy addition to all diets, and is particularly perfect for those eating vegetarian diets.

The Australian avocado industry is growing rapidly, Australia produced just over 115,385 tonnes of avocados in 2022/23 and Australian production is forecast to increase strongly over the next few years to approximately 170,000 tonnes by 2026. In line with this production growth, Aussie growers are committed to developing new overseas markets such as India. Increased exports will be critical for the future viability of the Australian avocado industry.

Nick McCaffrey, acting Australian high commissioner to India, said, “The introduction of Australian avocados to the Indian market signifies a promising partnership between our nations. It's a testament to the growing bilateral ties and the potential for further collaboration in the agricultural sector.”

John Tyas, CEO of Avocados Australia, said, "We are excited to bring the exceptional taste and nutritional benefits of Australian avocado to the diverse Indian market. With our focus on exports and a commitment to quality and service, we are confident that we will establish a robust presence in India. While competition exists, we believe our emphasis on quality, service, availability throughout the year and market support will set us apart. Also, with Brett Lee as the brand ambassador, we are confident that Australian avocados will become a beloved fruit in Indian households, enriching meals and inspiring culinary creativity. Many consumers in India are not aware of the health benefits of regular avocado consumption nor are they aware of the wide range of uses this fruit can provide in different cuisines. Our intent is to educate consumers on both these aspects, we can also help with consumer communication on the best approaches for fruit ripening and handling. India market access is a great opportunity; however, we have much to learn about this market and it will take time and effort to develop this market over the coming years.”
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