This year’s Superbowl Sunday will fall on February 2nd. The Superbowl is known for many things besides just football – the half-time show and the commercials, for example. But in the past few years, guacamole and other avocado snacks have taken center stage at most Superbowl parties, and in now the event is also known for the increased levels of avocado consumption.
Jan DeLyser, VP of Marketing for the California Avocado Commission, says: "Based on industry estimates comparing last year’s avocado shipments during the three-weeks leading up to the Big Game to this year’s forecast, we can expect approximately a 6% increase in avocados shipments in the U.S."
Football themed avocado display. Credit: California Avocado Commission.
Chad Darwin of Avocados From Mexico says: “As we approach the top consumption day for avocados, there are strong volumes coming from Mexico to meet the growing U.S. demand. The Hass Avocado Board reported nearly 75 million pounds crossed from Mexico last week, up about 3% from the comparative week in 2019. In 2018, Mexico exported 2.5 billion pounds of avocados to the U.S.”
California avocados arrive just in time
California’s peak avocado season is expected to begin in early spring and last through late summer this year, with widespread availability starting in early March. While California isn’t supplying enormous volumes this coming Sunday, they are definitely part of the action. Jan DeLyser, VP of Marketing for the California Avocado Commission says: “California avocado season is underway with some harvesting being done in advance of the Big Game, mostly for local customers. The harvest should build into February and March.”
Though volumes are low now, the California avocado season’s high point will align with other top-consumption days, such as Cinco de Mayo and the 4th of July.
Superbowl focused campaigns
In 2015, Avocados From Mexico debuted their first Superbowl commercial, and they have participated in this tradition every year since. Darwin explains: “AFM has invested in making guacamole synonymous with the Big Game.” This year’s Superbowl will again feature an Avocados From Mexico commercial which this year will star Molly Ringwald. “Our creative concept is a lot of fun and brings together a few of our favorite things – avocados, Molly Ringwald and of course, humor,” Darwin says.
Extended cut of the Avocados From Mexico ad.
APEAM, the Avocado Producers and Packers/Exporters Association of Mexico, reports that this year Avocados From Mexico will reach even further than it has in previous years. According to the association: “For the first time, AFM will not only be in a commercial during the Big Game, but it will also be available for consumption at the Big Game at Miami Hard Rock Stadium. Ticket holders will have the opportunity to enjoy guacamole and tacos at Tacos Por fAVOr, AFM's avo-centric concession stand in the stadium, which launched in September 2019.”
Industry prepares for increased volumes
Higher demand, of course, means that more supply is needed to fulfil the demand. “Producers and packers are ready to supply the demand generated before, during and after the Super Bowl edition: so far, shipments of Avocados have been done normally, at a rate of 22 thousand tons per week,” APEAM states.
“The growers and shippers always anticipate increased demand from retail and foodservice customers this time of year, and make plans to meet the growing demand each year," Darwin concludes.
For more information: 
Chad Darwin
Avocados From Mexico
Tel: +1 (469) 776-8023
Email: cdarwin@avocadosfrommexico.com
www.avocadosfrommexico.com
APEAM
Tel: + +52 (452) 503 3000
Email: oficina@apeamac.com
www.apeamac.com
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751
Email:mmorrow@avocado.org
www.californiaavocado.com