Avocados From Mexico: Small Fruit, Big Market

Avocado toast, avocado smoothies, and guacamole are the new staples of American eating thanks to Avocados From Mexico

 

Source: avocadosfrommexico.com


It isn’t a party unless there is avocado here, there, and everywhere! Avocados have become a quintessential part of any cookout or meal, whether as a topping, a dip, or a main dish. Americans love avocados, and there is one organization behind the bulk of it.

In 2021, Americans spent roughly $2 billion on avocados. Eight out of ten of those avocados sold were imported from Mexico, according to the non-profit organization, Avocados From Mexico.

Avocados From Mexico (AFM) is an innovative non-profit marketing organization founded in 2013 when thousands of avocado farmers from Mexico realized that the beautiful fruit growing from their trees needed to be shared with the world.

Headquartered in Irving, Texas, AFM is on a mission ‘to inspire good taste, good health, and good times” while innovating the produce’s approach to education and consumer engagement. Since launching, the Avocados From Mexico brand has nearly doubled the volume of avocados imported to the U.S. to meet the growing demand and become a category leader. In 2019, the United States imported a whopping 889 thousand metric tons of avocados from Mexico.


The Innovation Behind Avocados From Mexico


AFM’s innovation in the produce space hasn’t gone unnoticed. Avocados From Mexico was named on Fast Company’s 2021 list of Most Innovative Companies in the World, gaining the No. 1 spot in the Branding category. Furthermore, in 2020, AFM was named on Fast Company’s list of Top 100 Workplaces for Innovators in the World. Not a small feat for an organization pushing small fruit.

AFM is moving and shaking the produce industry constantly. They were the first fresh produce brand to ever air a TV ad during the Big Game in 2015, a campaign that generated more than 845 million impressions. Riding that wave of success, AFM’s Big Game advertisements held the No. 1 or 2 spot in the Merkle Digital Bowl Report for five consecutive years.

On the customer engagement and education side of AFM’s innovation, the organization developed “Selma,” AFM’s chatbot. Selma is the first of her kind in the produce category. She is the resident “avocado expert,” allowing consumers to interact with their brand and access educational messages at the point of sale.


Adding to the depth of innovation behind AFM, the organization developed AvoEatery, the “world’s first polished-casual avocado restaurant.” AvoEatery is a concept that features 29 avocado dishes to create an immersive experience around avocado innovation. The restaurant also served as an incubator program where chefs and aspiring restaurateurs could pitch new restaurant concepts to experienced industry leaders that could make the idea a reality.

AFM even has dabbled in blockchain with the announcement of the #AvoNetwork in 2021 to bring their Big Game campaign into the digital world. Avocados From Mexico partnered with Reeve Collins, co-founder of SmartMedia Labs (formerly Vatom Labs), to enable users to collect digital objects that have actual value and further engage with AFM’s brand.

"When we conceptualize our digital campaigns, we don't look to the present. We look to the future to incorporate those breakthrough technologies that are likely to reshape marketing as we know it… We are constantly researching for new and innovative marketing strategies to help push our industry forward." - Ivonne Kinser, VP & Head of Digital Marketing at Avocados From Mexico

Avocado University


AFM’s Avo University is the first-ever culinary center and university campus dedicated to making magic happen with avocados. AFM has designed custom classes to help chefs, dietitians, foodservice professionals, and marketing and procurement specialists to build their knowledge on all things avocado.

Over 350 avocado enthusiasts have graduated from the program with courses in avocado supply and demand, nutrition and health benefits, custom AFM research, procurement, hands-on BOH techniques (handling, holding, and prep), and culinary innovation/menu ideation, as well as Hispanic market insights.


Foodservice professionals can even receive Continuing Education (CE) credits from some of Avo University’s courses. If you would like to learn more, inquire about Avo University here.

 

Looking for more information?


Learn more about Avocados From Mexico's Fast Company recognition here.


Click here for AFM's avocado recipes!


Follow along with TXi on Facebook, Twitter, Instagram, and LinkedIn to join the conversation around innovation in Texas.