On Monday June 10, Antonio Beltran, Chairman of the Eleven Rivers Board, Enrique Rodarte, Chairman of Asociación de Agricultores del Río Culiacán, along with other advisors and directors, visited the facilities and the Culinary Center of Avocados From Mexico in Dallas, Texas. They were received by AFM CEO, Mr. Alvaro Luque.
The purpose of this visit was to learn about the excellent work this brand has made to position itself as the best known fresh food brand in the US. Without a doubt, the group was impressed by the results the promotion has brought for Mexican avocado growers. Just to give an idea, consumption increased from 0.7 pounds per capita in 1997 to over 6 pounds in 2018. And of course, Mexican exports increased both in volume and value; from less than 100,000 tons in 2002 to over 800,000 in 2018.
Not only were they able to open a market, becoming first the APEAM organization, but they also had the ability to generate synergies with the competition from the US and other countries, looking for a win-win; in order to increase avocado consumption in a country that is soon to be considered the largest consumer per capita in the world.
One of the key tools to achieve this success has been the great promotion work of Avocados From Mexico. Their participation in a Super Bowl Ad (which has been carried out for 5 years now) has been the jewel of their crown. In addition, they participate year after year in the Macy’s Parade and other events, which have allowed them to be at the level of the most important brands of shelf (CPG – Consumer Product Goods).
Despite the great increase of our exports to the US, the market continues having great opportunities for growth. In that country, only 50% of households consume avocado, and from the other 50%, only a fraction consumes more than 3 avocados per month. Hence, the opportunity to continue growing will prevail for many more years. And Avocados From México will, without a doubt, continue being a promoter that will help growers reach their goals.