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Chilean avocados score touchdown at 2010 Fiesta Bowl

by | February 07, 2010
APTOS, CA -- The Chilean Avocado Importers Association made the perfect pass to more than 25,000 Boise State University and Texas Christian University fans along with several of the association's VIP invited guests.

Through a partnering sponsorship with the Fiesta Bowl, college football enthusiasts learned more about Hass avocados from Chile and tasted them first hand at both the Fiesta Bowl's college football's biggest party and Stadium Club tailgate pre-game extravaganzas.

Additionally, the association reached more than 73,000 fans before and during the game through game-time recognition via stadium public address announcements, a full-page game program advertisement and an entry form inside each stadium seat fan bag to enter the Chilean Avocado Lovers Club to win $250 in free groceries.

"The Fiesta Bowl partnership was a tremendous success for us, our special guests had a great time, and we were able to expose a large number of people to our delicious Hass avocados," CAIA Marketing Director Maggie Bezart said in a Feb. 8 press release. "It was the first time that our Chilean avocado mascot, sent from Chile the week before, participated at a consumer event in the U.S. He was a huge draw to fans who posed for photos, asking about Chilean avocados and new ways to use them."

Also included in its sponsorship, the association received a tented booth at the party and Stadium Club to interact directly with fans who stopped to take a photo with the association's Avocado Man mascot, meet Food Network and Galavisión celebrity chef Ingrid Hoffmann, enter a special party/Chilean Avocado Lovers Club drawing for $250 in free groceries or take some of the association's promotional items on display. Fans could take away a signed copy of Ms. Hoffmann's own cold avocado soup recipe and frequently asked how she prepares her own guacamole. Additionally, Ms. Hoffmann appeared live on local Phoenix affiliates KPHO-CBS5 and KNXV-ABC15 from the Fiesta Bowl discussing the benefits of Hass avocados from Chile.

As the premier sponsor of the Fiesta Bowl's Stadium Club, Chilean avocados were featured in several menu selections including guacamole, avocado corn salsa and avocado-Caesar dressing. The association also shared this guacamole with party participants by sharing samples with those passing by.

Following the pre-game festivities, the association also entertained importers of Chilean avocados and Arizona-based supermarket retail executives representing Albertsons, Frys, Sprouts Farmers Market and Sunflower Farmers Market in a hospitality suite during the game. These invited guests were able to enjoy the nationally televised football game in the association's own club- level suite while mingling with Ms. Hoffmann and dining on burgers and guacamole made with Chilean Hass avocados.

Established in 2002, the Chilean Avocado Importers Association is composed of Chilean avocado importers, exporters and producers. Its main objective is to conduct market development activities and promotions to increase the consumption of Chilean Hass avocados in the United States during the Chilean season: August through March. Chilean Hass avocados are available throughout the fall and winter, when California avocados are out of season.