Avocados from Peru and Famed Peruvian Chef Martin Morales Captivate New York's Culinary Elite

In conjunction with Global Brand Ambassador Chef Martin Morales, Avocados from Peru captured the imaginations and taste buds of New York's top foodies in a series of events to kick off the summer season. Considered one of the pioneers of modern Peruvian cuisine, Morales has taken the UK by storm with his Peruvian-inspired London restaurants Ceviche SoHo, Andina, and Ceviche Old St, company officials say. He also published his first cookbook in 2014, which was promptly named the #1 Cookbook of the Year by The Times of London. "Chef Martin Morales takes a modern and innovative approach to classic Peruvian cuisine," says Xavier Equihua, president and CEO of Peruvian Avocado Commission (PAC). "He is the perfect global ambassador for Avocados from Peru, which are so essential to Peru's cuisine and culture and have been for thousands of years!" The week-long schedule of activities started with a live cooking demo on Sunday, June 28 at the 2015 Summer Fancy Food Show, held at the Javitz Center, in honor of National Ceviche Day. Attendees had the opportunity to watch and engage as Chef Martin Morales prepared two of his signature dishes: a vegan Ceviche of Artichoke and Avocado and Avocado Quinoa Salad. Over the next few days, editors had the opportunity to sample Morales' Avocado Quinoa Salad and Ceviche Andina, both featuring Peruvian Avocados, at a Chefs' Table promotional appearance at the Hearst Corporation and Conde Nast's new One World Trade Center headquarters. Between cookbook signings, media appearances and interviews, Chef Morales also prepared a dinner at the residence of the Peruvian Ambassador to the UN for more than 40 VIP guests including key culinary influencers, media and important government figures at the Peruvian Trade Commission, officials add. Rounding out the week, Chef Morales prepared dinner at the James Beard House, one of New York City’s most prestigious and influential culinary institutions. The dinner, a first in the avocado category, focused on the versatility, nutrition, and monumental flavor of Avocados from Peru, which are largely considered to be the gold standard in markets around the world, officials say. “I love integrating seasonal superfoods into my cuisine and every year I look forward to the summer avocados from Peru,” says Morales, referring to the fruit’s May-September availability. “Avocados are an essential part of my menus and Peruvian cuisine so I am thrilled to be working with the Peruvian Avocado Commission.” The week of events  served as an important step towards familiarizing American consumers with the cuisine and culture of Peru, which is the #2 exporter of avocados to the United States.