Bearing fruit with groundbreaking marketing
Fast Company|Summer 2021
INNOVATION IS THE DRIVING FORCE BEHIND AVOCADOS FROM MEXICO BRAND’S MARKET PENETRATION AND IMPRESSIVE GROWTH

Why have U.S. imports of Mexican avocados almost doubled in just seven years? Just look to Avocados From Mexico, an innovative nonprofit marketing organization that has reinvented the way produce is marketed here.

In recent years, avocados have gained traction among health-conscious consumers (and as Millennials’ favorite toast topper). In 2013, AFM set out to address the fact that many consumers were unaware of the origin story of the fruit and expand the demand throughout the U.S. By creating a highly visible brand—in a brandless category—the AFM team has played a key role in helping the country’s avocado growers gobble up 80% of the market share in this country.

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