Better than meth labs.
The state of Michoacán has received lots of press in the United States for being a major source of methamphetamine, one of the nastier recreational drugs for its toxicity and addictive qualities.
But over the next three weeks the press coverage will see a change as another product of Michoacán, and a very healthy one at that, takes over the air waves and the Internet.
Move over, meth, it’s avocado time.
Avocados From Mexico (AFM), created in 2013, is the marketing arm for U.S. avocado importers and for Mexican growers, who have seen a 112% increase in U.S. avocado sales in just over nine years.
Much of those sales take place during football season, peaking for Super Bowl, as guacamole, one of the most popular uses for avocados, is fast becoming the official snack of the football season.
But something new will happen at this year’s Super Bowl: it will be the first time in history that fresh produce is advertised during the big game. AFM’s 30-second spot will run at the end of the first quarter, accompanied by a huge social media push.
The website brandchannel, which reckons the avocado will be one of the healthiest foods ever marketed during the Super Bowl, interviewed AFM’s CEO, Alvaro Luque, who said avocado sales peak at Super Bowl time, meaning it’s a good time to create brand awareness.
He also noted there are few other brands that have avocados by the time the game comes around because Michoacán can grow four crops in a year, whereas California can grow only one.
Mexican avocados have not always had it so good in the U.S. Restrictions were imposed in 1914 over fears of weevils accompanying the imports and little changed until 1997 when imports were allowed into 13 states where the weevil wouldn’t survive cool temperatures.
Things are different today: avocado consumption was 1.7 billion pounds in the U.S. last year and AFM’s product accounted for 1.1 billion.
For Michoacán and for Mexico, it’s better than meth.
A TV spot that Avocados from Mexico is currently running.
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