(Oct. 13, PACKER WEB EXCLUSIVE) Jacqueline Bohmer, marketing director for the Mexican Hass Avocado Importers Association is implementing an expansive integrated marketing campaign.

Bohmer, previously senior manager of marketing for Del Monte Fresh Produce NA Inc, Coral Gables, Fla., joined the avocado association last May.

The association will work with a variety of media to implement a campaign focusing on increasing avocado consumption, said Jason Stemm, account group supervisor for Lewis & Neale Inc, New York, N.Y.

People tend to see avocados as a special occasion food and this campaign will move them beyond that, Stemm said.

Encircle Marketing, Dallas, surveyed focus groups for the avocado importers’ association and found that educating consumers on the benefits of hass avocados has a positive effect on perceptions of value.

“MHAIA’s board and everyone in the industry are excited about the new direction and the team Jackie has put together,” said Ron Campbell, executive director, in a news release.