Green Gold: How Avocados From Mexico Transformed an Industry and Captured American Families

In the lush orchards of Mexico, a green revolution has been quietly taking place. For over a decade, Avocados From Mexico (AFM) has been transforming the produce industry, bringing the creamy, nutrient-rich fruit to millions of American homes. This non-profit marketing organization, born from a unique partnership between Mexican farmers and U.S. importers, has not only changed the way we consume avocados but has also significantly impacted the economies on both sides of the border.

The story of AFM began in 2013 when thousands of Mexican avocado farmers joined forces with U.S. importers and distributors. Their goal was simple yet ambitious: to share the goodness of Mexican avocados with the world. This collaboration led to the creation of a marketing powerhouse that would soon become synonymous with quality avocados in the United States.

AFM’s roots run deep, with its parent organizations representing over 34,000 Mexican avocado growers across more than 40,000 orchards, 84 packing houses in Mexico, and hundreds of importers and distributors in the U.S. This extensive network ensures a steady supply of high-quality avocados to meet the growing American demand.

The impact of this green fruit on the U.S. economy has been substantial. AFM’s efforts have not only fueled America’s appetite for healthy eating but have also contributed to the creation of thousands of jobs and billions of dollars in economic output. The numbers speak for themselves: annual consumption of avocados in the U.S. has reached a staggering 2.5 billion pounds, with 8 out of 10 avocados consumed in the country coming from Mexico.

AFM’s journey to the top of the avocado market has been marked by innovation and creativity. The organization has broken new ground in various areas, most notably becoming the first fresh produce brand to air a TV ad during the Big Game. Their seven successful Big Game campaigns have delivered more than 60 billion brand impressions, significantly boosting avocado demand.

One of the strategies used by Avocados From Mexico to encourage avocado consumption has been social media campaigns highlighting the benefits of eating avocados | Image: Courtesy of Avocados From Mexico

The organization’s innovative approach extends beyond marketing. AFM has been recognized for its pioneering efforts, earning a place on Fast Company’s 2021 list of Most Innovative Companies in the World, ranking No. 1 in the Branding category. In 2020, it was also named one of Fast Company’s Top 100 Workplaces for Innovators in the World.

AFM’s success is not just about numbers; it’s about quality and consistency. The organization has established itself as the top-selling avocado brand in the U.S. by applying a consumer packaged goods mentality to a package-free fruit. This unique approach, coupled with a novel corporate culture, has driven AFM’s high-performance team to share their vibrant company essence throughout the country.

The 2022-2023 fiscal year marked another milestone for AFM, with a record-breaking import of 2.48 billion pounds of avocados. This success is attributed to strategic marketing campaigns, creative shopper partnerships, and seasonal programs. The organization’s commitment to expanding marketing efforts around major consumption moments like the Big Game, football season, and Cinco de Mayo has paid off handsomely. During Cinco de Mayo alone in 2023, the U.S. saw a record-setting 61% year-over-year increase in avocado volume imported from Mexico.

Another commonly used strategy by Avocados From Mexico is to share the best ways to incorporate avocados into daily diet | Image: Courtesy of Avocados From Mexico

The company continues to grow without resting on its laurels, constantly pursuing new strategies to maximize the presence of Mexican avocados in the United States. This proactive approach strengthens its market positioning, ensuring that consumers continue to recognize and appreciate the quality that defines the product.

Avocados From Mexico has become a powerhouse in the produce industry. Through innovation, quality, and a commitment to sharing the goodness of avocados, the company has not only transformed the way Americans eat but has also made a lasting impact on both the U.S. and Mexican economies. As demand for this versatile and delicious fruit continues to grow, Avocados From Mexico remains dedicated to meeting consumer needs, one avocado at a time.