World Avocado Congress headed to city of eternal spring

Medellín, Colombia, the “city of eternal spring,” will host the IX World Avocado Congress Sept. 23-27. A highly anticipated industry event, the WAC has convened every four years since 1987. It brings together business leaders, academia and key innovations in a unique global exchange.wac

The organizers of the WAC 2019, Corpohass and Agrilink, invited the World Avocado Organization to host the first ever International Marketing Session as part of the IX WAC, setting the stage for continued growth in the years to come. The session will focus on the marketing activities and influences of the world’s largest avocado markets, including the United States and Europe, as well as the top emerging market, Asia (China and Japan).

Xavier Equihua, chief executive officer of WAO and president of the Peruvian Avocado Commission, has the distinct privilege of serving as chairman of the WAC’s first International Marketing Session. “I am honored to lead the International Marketing Session during congress this year. It is our commitment to excellence and a passion for transformation, that has defined the sales of the world’s favorite superfood over the past decade,” said Equihua.

Chairman of the IX WAC Juan David Mondragon added, “The World Avocado Congress takes great strides to ensure our commitment to bringing new and engaging ideas to our industry, as well as an emphasis on technological advances and trends. This International Marketing Session will be one of the highlights of our congress this year as we forge the future of the avocado industry.”

Along with Chairman Equihua, keynote speakers during the International Marketing Session include top executives from some of the most noteworthy and innovative global avocado producers, including the chairman of WAO, Zac Bard; President of Avocados from Mexico Alvaro Luke; and Tim Spann, research director of the California Avocado Commission.

Topics presented during the International Marketing Session include how the CAC became the pioneer of avocado marketing as the first marketers of avocados in the world, the challenges that the World Avocado Organization faces marketing avocados effectively in 14 different languages, and how to maintain a robust and invigorating avocado market through the summer months.

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