Peru Pushes “Superfoods” with New Branding

The US-based Peruvian Avocado Commission announced in New York on September 18 the creation of a new “Superfoods from Peru” brand to promote Peruvian avocados and blueberries, along with Peruvian agriculture in general, to foreign markets.

With cooperation among producers, government agencies and promotional organizations such as the Peruvian Avocado Commission, Peru is a rising star among global fresh produce exporters. The value of Peruvian fresh fruit and vegetable exports rose from just above US$100 million in 2000 to more than $1.9 billion in 2014, and the country’s umbrella exporting organization, Agap, says it hopes to see exports triple by 2020 compared to 2012 levels.

The superfoods announcement was made at the 5th annual Peru to the World Expo hosted in New York by the Peru Agribusiness Association Inc. and included Peruvian President Pedro Pablo Kuczynski on the guest list.

According to a news release announcing the new superfood branding: “Peru has proudly provided the world with superfoods for over 5000 years and there are very few countries that can match its distinction as a net superfood producer. From being the second largest producer of Haas avocados and blueberries in the world, to production of numerous other superfoods such as pomegranates, figs, mandarins, grapes, coffee, and cacao, Peru is the world’s go to source for superfoods and healthy eating.”

Peru gained phytosanitary approval to import avocados into China last year, joining Mexico and Chile on the list of approved nations. Peruvian blueberry import protocols were recently signed and Peruvian blueberries are expected to enter China later this year.

However, if extended to China, the superfood branding could face challenges here, where the term “superfood” is not widely recognized, lacking even a widely agreed upon Chinese-language translation.