ANAHEIM, Calif. — Although celebrity chef Rick Bayless was a main attraction at the APEAM booth at the Produce Marketing Association Fresh Summit 2009, the group also debuted some new displays and promotional materials.

The Association of Producers, Packers and Exporters of Avocados of Michoacán developed a new bin, posters, floor clings and tear-away pads, some of which feature recipes and endorsements from Bayless, others that simply tout the nutritional value of avocados.

Bayless is creating recipes for the association, and the association is sponsoring his show Mexico One Plate at a Time, said Mairim Martinez, a spokeswoman for the association.

“At our restaurant we’ve used avocados from Mexico for the last 10 years,” Bayless said. “I’ve always used avocados from Mexico because that’s the land or origin. It has a perfect climate.”

Bayless is chef-proprietor of Frontera Grill and Topolobampo in Chicago, both of which are authentic Mexican restaurants.

APEAM is also offering a program to train and certify retailers on growing profits from avocados.

APEAM highlights celebrity chef, promotional displays

Ashley Bentley

Celebrity Chef Rick Bayless demonstrates a recipe for tacos using Mexican avocados to make guacamole. Bayless hosted the demonstrations and signed cookbooks at the APEAM booth.