Avocados from Mexico Inc. (AFM), the newly formed marketing agency dedicated to the Mexican avocado industry, is allocating $36 million to grow the category and propel the Avocados from Mexico brand. To implement this strategy, Tim O’Connor, CEO of AFM, will appoint Arnold Worldwide as integrated agency of record and Ketchum as PR agency of record. Launching nationally beginning in July, the organization’s first fully integrated campaign aims to move the avocado from exotic to every day.
Earlier this year, AFM announced the appointment of O’Connor, the former president and CEO of the U.S. Potato Board, to lead the newly formed marketing agency. Creating AFM is an important milestone for the Mexican avocado industry, according to a news release. The organization is the result of a collaboration by the Mexican Hass Avocado Importers Association (MHAIA) and the Mexican Avocado Producers and Packers (APEAM A.C.) to combine resources and develop and manage a common brand for the Mexican avocado industry.
“The selection of the best agencies to represent our brand was an intense process,” O’Connor said. “After narrowing 52 proposals down to 11 presenting agencies, Arnold and Ketchum were the definitive winners. They clearly understood our vision for the brand and demonstrated the strategic focus and creativity we need.”
“Winning Avocados from Mexico Inc. is a unique and compelling opportunity that doesn’t come along very often,” said Pam Hamlin, president of Arnold Boston. “Engaging the hearts and minds of people and inspiring them to use avocados every day is an incredible creative challenge. We’re thrilled to get started and channel our passion into fueling the growth of the avocado marketplace.”
Rob Flaherty, CEO of Ketchum, added, “We’re honored to continue our relationship with this rapidly growing, vibrant brand that has so much to offer health-conscious consumers and foodservice operators as a delicious addition to their meals.”
As the only avocados available year-round, Mexican avocados contribute more than 60 percent of the U.S. supply, and for the 2012-13 fiscal year, Mexican avocados surpassed 1 billion pounds in annual shipments.
The avocado industry has experienced steady growth over the past five years. From 2010-11 alone, avocado sales grew 11 percent to $2.9 billion. Despite this sales increase, there are still millions of consumers who don’t buy avocados, creating a significant opportunity for Denver, Colo.-based AFM Inc. and its new agencies to drive continued growth for the category and the Avocados from Mexico brand.
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