With the growing body of scientific and nutritional research that revers them as a 'superfood', avocados have never been more popular.T

This summer the industry is set to deliver a whopping 7.6 million trays into export markets and the New Zealand market -- nearly double the volume last year.

As a result of the success of the marketing programme in New Zealand, the real work being done to educate both retailers and consumers about avocados and the global celebrity status of this wonderful fruit -- we all felt the impact of a low crop last year.

My Twitter account reacted very favourably when we announced the big crop ahead of us.

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Maximising the celebrity status of the avocado, and to celebrate the start of our biggest season yet, we held a "green carpet" event at Ostro's Screening Room in Britomart, Auckland, in August.

The star power of our avocado attracted a high profile crowd and shone at its own official launch. Attending guests included New Zealand celebrities, influential social media bloggers, high-profile chefs and New Zealand magazine editors -- all of whom are influential New Zealanders who love avocados.

They wanted to hear and learn more about the amazing versatility and health benefits of avocados.

With the growing body of scientific and nutritional research that revers them as a "superfood", avocados have never been more popular.

They're now the star attraction on breakfast menus worldwide, and have been called the "Oprah of Instagram" thanks to the number of pictures people are posting of their favourite avocado creations on social media.

Our industry aim now is to match that fantastic demand with improved productivity from orchards, including those in your area.

We work very collectively with Plant & Food Research and growers to implement and improve best practice growing in New Zealand. Look out for our next article where I'll cover some of those research projects.