MERCADEO Versión en español
Mexican Avocado Imports Break U.S. Records in Weeks Leading Up to The Big Game
Liz Unamo| 10 de febrero de 2021
Avocados From Mexico
It’s a green victory for Avocados From Mexico (AFM), the No. 1 selling brand of avocados in the U.S. After six years of successful advertising in the Big Game, the company decided to not to air a commercial and shift its strategy to help drive retail sales during the fall season in order to prepare the market for the brand’s boldest Big Game promotion ever. This new strategic approach paid off leading to new historic records. Despite pandemic challenges, the U.S. imported a historic record of 277 million pounds of Mexican avocados in the first four weeks of the year leading up to the most important guacamole consumption event. This represents a 19% increase vs the same period in 2020, with yet another incredible record of 78 million pounds of Mexican avocado imports in a single week for the first time ever. “We had plans to pivot our strategy ahead of the pandemic, and I’m impressed with the results in a year rocked by challenges,” said Alvaro Luque, president and CEO of Avocados From Mexico. “We decided some time ago that we wanted to start changing the sales dynamic of the industry and reinforce fall as a key season for AFM in preparation for an unprecedented Big Game push.”From October to December (OND), the market sustained an amazing 49+ million lb. weekly average in 2020 of Mexican fruit compared to 46+ million lb. weekly average in 2019. “Since we decided to reinforce the promotional strategy for OND two years ago, Mexican avocado imports have grown 27% during this three-month period, a clear indication that we are on the right path” said Luque.
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