Presently, Millennials may be known as ‘the avocado generation’, but older segments of the population could soon be warming to this popular buttery fruit.
Avocados From Mexico CEO Alvaro Luque says his organization is now targeting Generation X, seeing that younger Millennials already have high brand awareness: "When I started, that was one of the big things we changed," Luque says. "Our biggest opportunity is in the older millennials and young X-ers. These guys have money and they need a healthy product."
The Mexican Hass Avocados Importers Association (MHAIA) and The Avocado Producers and Exporting Packers Association of Mexico (APEAM) pooled their resources to create ‘Avocados From Mexico’ in 2013 as its marketing arm in the US.
A marketer by trade, Luque came to the organization in late 2013 from corn flour and tortilla manufacturer Gruma USA, where he was marketing VP for its Mission Foods portfolio. At a time when most produce companies advertise the same story - blue skies, green fields, water - Luque’s hire was seen as a "bold move," he says. It belied Avocados From Mexico’s origins as a marketing organization with a CPG focus.
In the years since, Luque has presided over an "aggressive" marketing strategy on behalf of MHAIA and APEAM, including its much-publicized Super Bowl spots.
‘Avocados From Mexico’ commands a significant budget. Its marketing spend is dictated by the amount of avocados imported to the U.S. (2.2 billion pounds), which equals almost $60 million.