P2PI Member Spotlight: Avocados From Mexico
Avocados From Mexico (AFM) is the top-selling avocado brand in the U.S. It is a wholly owned subsidiary of the Mexican Hass Avocado Importers Association formed for the purpose of advertising, promotion, public relations and research for all AFM stakeholders. Under agreements, the association and the Mexican Avocado Producers and Packers have combined resources to fund and manage AFM, with the intent to provide a focused, effective and efficient marketing program in the U.S.
AFM strives to inspire shoppers with versatile recipes from guac to adding avocados to tacos/salads and educate them on how best to ripen and preserve in order to get the most out of their fruit. Last but not least, AFM also shares the many health benefits of avocados to help shoppers reach their long-term goals. Dianne Le, AFM associate director, shopper marketing, answered a few questions about the business.
Tell us about a recent campaign for one of your products.
LE: Since Cinco de Mayo was on a Sunday this year, the path was paved for the ultimate mashup of food-centric celebrations: Cinco de Mayo brunch. AFM and Tostitos saw the perfect opportunity to celebrate the holiday with a new twist. We teamed up to deliver on the ultimate combination of chips, dips and avocados for Cinco de Mayo celebrations with some brunch favorites. Tostitos and AFM unveiled thousands of Cinco Central displays (pictured) at grocery stores across the country. Tostitos’ Cinco thematic packaging with AFM branding and a salsa guac recipe were included on millions of Tostitos bags. In addition, millions of on-pack coupons were in circulation offering $2 off one bag of Tostitos chips and three AFM avocados.
How does your company plan to use your P2PI membership resources?
LE: This is our first year partnering with P2PI. We believe in trailblazing the produce category and plan to leverage the website resources to learn from the best of the best in the CPG industry and connect with innovative vendors to incorporate their capabilities into our marketing plans.
What are your predictions for the future of marketing, and how will Avocados From Mexico navigate that future?
LE: There are many ways to shop and digital is leading the charge, but the majority of decisions are still made in the store. Shoppers are looking for personalized experiences and inspiration with food at the center. As the little green fruit in the CPG world, AFM will navigate the future by staying on top of trends, leveraging our insights-based company strategy and pushing innovative solutions and experiences that address shoppers’ needs.