Bruce Dowhan, vice president and general manager of Giumarra Agricom and Giumarra Borquez, serves as the vice chairman for the Peruvian Avocado Commission.

Dowhan said the organization, though new, is already hard at work.

“The primary focus is to educate, not only the consumer, but also the trade, on Peruvian avocados and the value of Peruvian avocados,” he said.

The commission also seeks to demonstrate how Peruvian avocados can add value for retailers.

The initial campaign, which uses the well-known Peruvian landmark Machu Picchu as the background for the graphic marketing, has seen good results so far.

“We’ve started to build momentum with that campaign,” Dowhan said.

Rankin McDaniel, president of McDaniel Fruit Co., Fallbrook, Calif., is also on the commission’s board of directors.

He agrees that the commission is already doing some good work.

“We’re a young organization, and it takes time to develop a footprint in the marketplace, but the Monumental Taste program is already gaining traction,” he said.

McDaniel has high hopes for the success of the campaign.

“It will take some time, but I do believe we will succeed and the Peruvian footprint will grow according to how the industry is growing in Peru,” he said.