CAIA REACHES 45 MILLION CONSUMERS THROUGH MAGAZINE FOOD PAGES
The Chilean Avocado Importers Association (CAIA) programs to food editors have resulted in more than 26 pages of coverage in the nation’s top food, women’s and consumer magazines during the 2007 – 2008 Chilean season.
CAIA’s marketing director Maggie Bezart met with magazine food editors in three publishing centers, New York, Des Moines and Birmingham, in March of 2007 to present information about the Chilean season, about Chilean quality and the versatility of Chilean Hass Avocados. The meetings included a presentation from Chilean chef and author of The Chilean Kitchen Ruth Van Waerebeeke.
In New York CAIA presented to more than 30 food editors at the prestigious Institute for Culinary Education. In Birmingham, 26 editors from publications including Cooking Light, Southern Living and Health heard the Chilean Hass Avocado message. In Des Moines CAIA met with 25 editors from Better Homes & Gardens and other Meredith publications, as well as with the entire food staff of Cuisine magazine.
Features, photos and recipes appeared in magazines throughout the fall and winter, reaching 45,508,425 food-buying consumers who are CAIA’s target audience. The equivalent ad value of these features is $3,572,145!
“We know that these magazines influence consumers,” says Bezart, “and we were delighted with the editor response to our program and messages. We’ll be going back to New York and Birmingham this March, to maintain the valuable momentum created by this important program.”
The Chilean Avocado Importers Association represents the growers and importers of Chilean Hass avocados and promotes them through retail programs, advertising and public relations activities during the Chilean season, August through February. Chilean Hass avocados are available throughout the fall and winter, when California avocados are out of season.
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