Our parent organizations are the Association of Avocado Exporting Producers and Packers of Mexico
(APEAM) and the Mexican Hass Avocado Importers Association (MHAIA). The two entities collectively
APEAM represents more than 34,000 Mexican avocado growers across more than 40,000 orchards.
There are 84 packing houses in Mexico represented by APEAM.
Hundreds of importers and distributors in the U.S. are represented by MHAIA.
It was the first time in history that two international organizations came together and, under the
Hass Avocado Promotion Research and Information Order with oversight by the United States Department
of Agriculture (USDA), they created a unique company charged with the dual responsibility of promoting a
brand for Mexican avocados and growing the demand of the precious fruit throughout the U.S.
Since then, the company has taken a unique and innovative approach to establishing Avocados From
Mexico as a top U.S. avocado brand by delivering creative ways to not only fuel
America’s appetite for healthy eating, but by also significantly contributing to the economy
through thousands of newly created jobs and billions of dollars in economic output as a result
of U.S. imports of Mexican Hass avocados.
Seven successful Big Game campaigns delivering more than 60 billion brand impressions
and an exponentially growing demand for avocados have led to an annual consumption
of 2.5 billion pounds of avocados in the U.S. alone.
For our rookie year, our Big Game ad showed the world's first draft, in which Mexico picks the avocado. The campaign generated 845,105,686 total impressions - that's enough people to fill very seat in America's largest stadium nearly 8,000 times!
Our second Big Game ad ever revealed that even aliens from outer space love Avocados From Mexico. People on Earth liked the ad, too - during the Big Game, #AvosInSpace was the second-most used hashtag on Twitter.
Turns out that even the most secret of societies can't keep the secret that avocados contain good fats. Our third Big Game campaign generated nearly 4 billion total impressions, our best year yet at the time.
The future can only be a utopia as long as you have avocados, as seen in our fourth Big Game campaign. For the first time, our campaign came in first (up from second) overall in Merkle's Digital Bowl Report and #GuacWorld was the most-used hashtag on Twitter during the game.
People will do anything for avocados, like compete in a role-reversed dog show for a trophy full of guac. For the second time in three years, our Big Game campaign generated nearly 4 billion impressions in 2019.
In this mock infomercial, Molly Ringwald presented luxury items like tiny neck pillows and tiaras that would make any avocado proud to feel so extra. It was the first time a company integrated their digital assets from a Big Game campaign with blockchain.
We invited fans to Make the Big Game Their Bowl Game, with our first ever in-store celebrity shopper engagement program. And, we brought the Big Game stadium experience directly to fans with the launch of the Virtual Guac Bowl Stadium that received 1.9MM page views! It was the most successful digital campaign ever for the Big Game.
It’s Always Good when you add Avocados From Mexico, even at an Ancient Roman pre-game party. Online, we launched the digital “House of Goodness” and our biggest multichannel shoppable campaign to-date.
Holy Guacamole! We proved avocados really do make everything better, from the Garden of Eden to the “Big Avocado.” This year’s PR campaign featured a first-ever live ad reveal on the TODAY Show.
In seven years, the Avocados From Mexico brand has doubled the volume of Mexican avocados imported to the U.S. from 1.2B in 2014 to 2.4B in 20211. Today, 8 in 10 avocados in the U.S. come from Mexico, with a new record of almost 2.5B lbs of Mexican avocados imported to the U.S. in 20231.
1 Hass Avocado Board Data
This level of market penetration can be attributed to pioneering innovations launched by our marketing team over the years which most recently led to our brand being named on Fast Company's 2021 list of Most Innovative Companies in the World, and No. 1 in the Branding category. In 2020, Avocados From Mexico was also named on Fast Company's list of Top 100 Workplaces for Innovators in the World.
Besides being the first fresh produce brand ever to air a TV ad during the Big Game, Avocados From Mexico has broken new ground in all kinds of exciting areas. Here are some of our top innovations and industry firsts.
By applying the CPG mentality to a package-free fruit, as well as a novel approach to corporate culture, we have established Avocados From Mexico as a top selling brand in the U.S. for avocados. Our innovative approach continues to drive our high-performance team to share their unique culture throughout the U.S. and spread the vibrant magic of our company’s essence:
All of this fuels the aspiration of Avocados From Mexico to be one of the most highly valued produce brands in America.