Avocados From Mexico will unveil its new branding and category building programmes at this month’s PMA Fresh Summit in Atlanta Georgia. Echoing the brand’s year-round availability, the theme will be ‘Fresh 365/24/7’.
President Alvaro Luque said he wanted AFM – which accounts for more than three-quarters of the avocados sold in the US – to be a benchmark for the industry.
“We are very excited to be participating in the PMA Fresh Summit this year. As leaders in the category we feel this event is the perfect opportunity to showcase all of our bold marketing and trade programmes that will keep the volume growth for avocados and bring value to our customers and network,” he said.
Visitors to AFM’s stand will be able to view all of the initiatives to support retail, wholesale and foodservice customers throughout the year, Luque continued.
“We have really raised the bar this year in not only our presence at PMA, but also in our fresh programming to increase avocado consumption and demand throughout the year,” said Maggie Bezart Hall, AFM’s vice president of retail and promotion.
One of the association’s new initiatives is Avo Lifestyle, giving up to 140m consumers the chance to access one of its health and wellness digital apps giving advice on consumption and nutrition.
AFM will also be showcasing its alliance with Partnership for a Healthier America’s FNV campaign, focused on increasing consumption of fruits and vegetables among teenagers and mothers.
