The CEO of Avocados from Mexico aims to promote avocado consumption among Generation Z by 2024
The president and CEO of Avocados from Mexico, Álvaro Luque, emphasized that "avocados don't get boring at all" while explaining the purpose of the non-profit organization, which seeks to promote the products of Mexican avocado associations. A decade ago, the company focused on Generation X and baby boomers, as the latter "needed a little more convincing" to appreciate the fruit, driven in part by the popularity of avocado toast among millennials.
Over time, older generations have embraced avocados, and now the organization is focusing on Generation Z, born in the era of avocado toast. Luque stated, "This new generation was born with avocado toast, so I think it will be a lot of fun for us to start working with this new wave of consumers."
Regarding future plans, Luque noted that in 2024 they will focus on college football and health programs, in addition to introducing a new purpose: "to nourish hearts to live life deliciously." However, he expressed concern about the economy and the slow recovery of the food service industry following the pandemic.
Furthermore, the leader of Avocados from Mexico admitted that one of their mistakes in 2023 was the attempt to create a brand sound that didn't have the expected impact. He acknowledged that their original jingle is a powerful tool and that their new campaign will focus on it to maintain the essence that makes Avocados from Mexico stand out. He emphasized the importance of continuous innovation to keep the brand interesting and relevant in the market.
