Francisco Cárdenas of Avocados From Mexico: “I want to scale a brand built on culture, innovation, and growth”

In a context where brands are increasingly reassessing how and where they allocate their marketing investments, Francisco Cárdenas, Director of Brand & Digital at Avocados From Mexico, argues that the Hispanic audience in the United States is no longer a niche consideration, but a core driver of business growth and profitability.

In an interview, Cárdenas emphasized that engaging with Hispanic consumers is not simply a matter of cultural relevance or corporate responsibility, but a clear business opportunity that directly impacts revenue.

“Talking to the Hispanic market is not just about doing the right thing — it’s about doing the right thing for your business,” he said. “If you ignore that space, you are leaving money on the table. You are literally leaving dollars behind.”

Cárdenas noted that companies that have historically underinvested in Hispanic audiences are now beginning to recognize the financial implications of that gap, particularly as demographic growth and purchasing power continue to expand across the United States.

According to him, brands that have prioritized Hispanic consumers are already seeing stronger performance outcomes compared to those that have not.

“When you only focus on one segment of the audience, your results are limited. But when you open up and invest in broader audiences — especially Hispanic consumers — the numbers grow,” he explained.

He also pointed to past examples in the industry where companies scaled back their Hispanic-focused strategies and later experienced declines in performance, before re-entering the market again.

The executive stressed that marketing budgets are finite, which forces brands to make strategic decisions about where to invest. In that context, Hispanic audiences are increasingly being prioritized due to their measurable impact on short- and long-term business results.

“In a world where budgets are limited, everything becomes a question of prioritization. And what we are seeing is that Hispanic initiatives are winning that internal competition because they deliver results,” Cárdenas said.

Avocados From Mexico, one of the most recognized Hispanic-facing food brands in the United States, has long positioned itself at the intersection of culture, entertainment, and digital innovation.

Cárdenas highlighted that the brand has historically embraced experimentation and emerging technologies as part of its storytelling approach — from early blockchain activations to current explorations with artificial intelligence and automated content workflows.

“The brand has never been afraid to jump into new technologies,” he said. “We’ve always had a hacker mentality — a willingness to experiment, test, and be part of what’s next.”

Looking ahead, Cárdenas sees significant opportunity in leveraging AI, data, and digital platforms to enhance how food brands connect with consumers, particularly in moments of cultural relevance and everyday consumption.

He pointed to areas such as content automation, social media workflows, and AI-assisted storytelling as key spaces where Avocados From Mexico is actively experimenting to scale its communication efforts.

“We are exploring how AI can help us tell better stories, how we can create workflows that allow us to be faster and more relevant, and how we can connect culture, product, and consumption in a more intelligent way,” he added.

For Cárdenas, the future of branding in the U.S. will be defined by those who understand cultural nuance, invest in underrepresented but high-growth audiences, and embrace technological transformation as part of their core strategy.

At Avocados From Mexico, that evolution is already underway.