USA: Avocados are Super Bowl's biggest commodity

Consumers will still want to get their hands on avocados for the Super Bowl next month, although there have been recent disruptions in relation to current NAFTA talks since the inauguration of President Donald Trump. 

According to a study by the Atlantic Council nearly 80 percent of the United States’ avocados come from Mexico. Mexico News Daily reported that on January 24, five trucks carrying a shipment of 100 tonnes of Jalisco avocados were stopped last Wednesday at the Mexico-U.S. border and rejected by American authorities. The estimated volume of shipments of Hass avocados from Mexico for the week of January 22 were at 53,333,782 and the week of January 29 projected volume is estimated lower at 44,864,017.

Guac Nation, a promotional partnership between Avocados From Mexico (AFM) and Old El Paso, began on Boxing Day and will run until Super Bowl on February 5. The campaign will be bolstered with consumer incentives and retailer support, such as recipe inspiration through social media, in-store radio, merchandising focused on molcajete-shaped display bins, and Guac Center Pallet bins. 

On TV’s biggest night, AFM will be giving avocado-loving football fans a healthy dose of fun and “good fats”. Culminating its association with football, AFM will be making a repeat appearance during game-day with a 30-second commercial set to run during the first break of the game. This year, AFM is tackling a good fats comedic message that will entertain fans. 

The company’s next campaign, Fanwich, runs February 13 – March 26 to encourage health-conscious consumers to include avocados in their sandwiches. Along with consumer savings and appealing, educational in-store merchandising displays, AFM will be hosting a national retail display contest offering a chance for retailers to win big prizes. AMF indicates trend reports show that breakfast occasions are forecast to grow by five percent through 2019 and morning meals have increased by 17 percent per person over the past six years. AFM has developed a national partnership with the American Egg Board and MilkPEP to raise awareness of nutritious breakfast meals featuring the trio of foods.