Aug 04

The UK’s Favourite Superfood – The Almighty Avocado

The UK’s Favourite Superfood – The Almighty Avocado

  • Avocados – nutritious, delicious and easy to prepare
  • Welcome to WAO – the World Avocado Organisation

London, August 2017
Avocados have taken the world by storm. We’ve come to love their incredible health benefits and versatility, and we’ll consume them at any given opportunity. No matter where you brunch avocado owns the menu, no matter the smoothie recipe avocado goes hand in hand, and whatever the time or place, there’s always an occasion for the almighty avocado!

The World Avocado Organisation (WAO) was established last year and represents some of the world’s largest avocado producers, exporters and importers, including Mexico, Peru, South Africa and the United States of America and our primary purpose is to get more of you eating more avocado. We want to raise awareness of the incredible health benefits that this superfruit holds and be it consumed straight from its skin or as part of a recipe, it really is one of the most delicious fruits on the market. We’re proud to be celebrating that sales of the UK’s favourite superfood have grown phenomenally, with more than an 180% increase since 2013. It’s hardly surprising as avocados tick all the boxes; they’re nutritious, delicious and easy to prepare.

“The UK has experienced an avocado craze in recent years and demand for them is growing on a daily basis. In 2016, Europeans ate more than 370,000 tonnes of avocados and by 2017 we expect to see this increase to a whopping 400,000 tonnes. We want to fuel this demand and respond to the UK’s consumers’ curiosity to learn more about the avocado’s versatility. I expect avocado demand to further grow by double digits in this country,” says Xavier Equihua, CEO of the World Avocado Organization (WAO).

Avocados have an abundance of health benefits thanks to their nutritional value. They are rich in nutritionally “good fats” that can help maintain the cholesterol level in your blood to within the recommended guidelines as part of a healthy balanced diet. Avocados also contain an astonishingly high number of different vitamins and minerals. Did you know that…

  • An avocado contains more potassium than a banana? A typical avocado contains 15% of the Recommended Dietary Allowance per day (RDA) compared to 10% in a banana. Potassium is a mineral which helps to maintain normal blood pressure levels.
  • Compared to any other everyday fruit, avocado provides the highest concentration of naturally occurring dietary fibre which contributes to a normal metabolism

Guacamole is one of the most commonly known avocado recipes but its delicious taste makes it the perfect ingredient for a variety of sweet and savoury dishes; almost anything can be ‘avocado-fied’, smoothies, toast, hummus and salsas to even mains. The possibilities are almost endless but in every dish this unique super fruit stands out for its taste, texture and versatility. Chefs and foodies have discovered its secrets, making it a stand out ingredient on menu’s around the world and the WAO has created an online cookbook with an assortment of varied and unique recipes for you to enjoy.

Available in English, French and German on the digital publishing platform Issuu, the cookbook has been designed to promote the avocado lifestyle to even more consumers. It is the very first e-cookbook that is dedicated exclusively to avocados. From sweet dishes to savoury, the avocado is a stand out ingredient on menu’s around the world. The cookbook can be found here:

French version of e-cookbook on Issuu

German version of e-cookbook on Issuu

English version of e-cookbook on Issuu

Easy to prepare

Despite the huge popularity of avocados many of us are unaware of how to slice one correctly. If done properly it is as simple as peeling a banana. Just follow the steps below or visit the link to the video the WAO has created:

  1. Cut the avocado in half lengthways – through the skin to the stone.
  2. Twist the two avocado halves in opposite directions with your hands and gently pull the two halves apart.
  3. Use a spoon to remove the stone. Alternatively, remove the pit by very carefully and firmly striking the pit with the heel of a chef‘s knife, then lifting it out. A gentle twisting motion sometimes helps. Put a folded kitchen towel around the fruit to have a firmer grasp while holding it and to protect the fingers at the same time.
  4. Use a spoon to scoop out the green flesh. Alternatively, cut the avocado halves lengthwise to produce long sections and then simply peel these slices in the same way you would peel a banana.
  5. Slice, cut into chunks or mash the avocado – and enjoy!

“Avocado – The Fruit of Life” Social Media Channels
You can find new, dedicated “Avocado – The Fruit of Life” channels on Instagram, YouTube, Facebook, Pinterest and Twitter to enthuse chefs and foodies alike. To amplify the awareness for avocados across Europe and across different target groups, the WAO is being supported by the interactive, London-based agency Ghost and the strategic communications and public relations agency MSLGROUP with their offices in London, Berlin and Paris

About the World Avocado Organization (WAO)
The World Avocado Organization’s (WAO) primary purpose is to promote and increase the consumption, awareness and value of avocados in international markets. It was established in February 2016 as an international non-profit organization. Based in Washington, D.C., the WAO represents some of the world’s largest avocado producers, exporters and importers, including Mexico, Peru, South Africa and the United States of America.

The EU, including the UK, is one of the fastest growing markets worldwide and already the second-largest market for imported avocados in the world. It is expected to grow by at least 15 percent per year in the next five years.


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