Avocados from Mexico CEO explains how the brand became a Super Bowl and produce powerhouse

North Texas-based Avocados From Mexico (AFM) has revolutionized how fresh produce is marketed, blending innovation, sustainability, and an unmatched understanding of consumer behavior to elevate avocados from a grocery aisle staple to a cultural phenomenon. AFM, which is a non-profit organization that promotes avocados in the U.S. on behalf of thousands of avocado farmers from Mexico, is headquartered in Irving. The company's CEO, Alvaro Luque, recently sat down with WFAA to share insights into the brand’s growth, groundbreaking campaigns, and forward-thinking strategies in an interview highlighting their impressive achievements. Luque, originally from Costa Rica, emphasized how AFM draws from its unique position as a melting pot of cultural influences. “We’ve been here for almost 15 years now, all my kids are American like I am, but we still, at heart, are Costa Ricans,” Luque explained, adding, “We have both worlds in our household, and it’s amazing to have that opportunity here in the U.S.” This bicultural perspective fuels AFM’s branding and marketing, which embraces a culturally rich yet universally appealing identity. By shifting the narrative away from traditional produce ads depicting idyllic farm settings, AFM chose to market avocados as the “Coca-Cola of produce,” creating a strong emotional connection with consumers. Their modern branding approach led to a significant jump in consumer preference, moving recognition from 20% to an overwhelming majority in less than a decade. FULL STORY: https://www.wfaa.com/article/money/avocado-from-mexico-company-ceo-brand-interview/287-f6b9ac8e-330e-4725-a86f-aa8101d27d6d