Amap - Avocado Hass

Powerful Essays
Topics: Avocado
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011). Cairns, Australia. 5 – 9 September 2011

AMAP
Avocado Marketing and Promotion Working group
(former name: AMAPWG)

Unique model of global co-operation
Presented by: Gabi Naamani Agrexco Tel-Aviv, Israel

Sept. 2011, Cairns, Australia

AMAP – Unique model of global co-operation
Gabi Naamani, Agrexco Tel-Aviv

AMAP (former named AMAPWG) – Avocado Marketing and Promotion Working Group - is voluntary organization of Avocado producers and exporters from numerous countries that identified “Mutual interests in developing the Avocado consumption”. The main goal is to develop and extend the Avocado consumption in Europe, along with inspection on domestic markets of the members (plus other markets as well), where applications from one field can be learnt and applied in other. AMAP is a unique model with special inspiration: “Cooperation of competitors” from all over the world, with common understanding that it is much more beneficial “to act together on enlarging the cake than to fight on its slices”. This basic idea was firstly discussed at informal meeting of various exporters during the '4th World Avocado Congress' (Uruapan, Mexico 1999), where it was agreed to meet once a year and to modify numerous existing connections from being 'bi-lateral' to be 'multi-lateral'. Further many steps, for tightening the relationships, were taken in the past dozen years. Nowadays, there is permanent weekly data exchange. The group has twice a year meetings where many subjects are presented and discussed, like marketing, promotion, future supply programs, developments, new ideas etc'. AMAP is simple win-win cooperation's model, who operates without any administration, fee or levy, under a motto of “Free competition with free information". While considering the fluent information, members can better mind their steps re 'volume & timing' of their supply. On last year there is an

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