Innovation is key to success in our changing world. And avocados are the key to innovation!
They’re a superb example, at least. By fostering innovation, Alvaro Luque — president and CEO of Avocados From Mexico — boosted the overall market for avocados in the United States. And that market is still growing.
One major move involved the Super Bowl, a move no one in the produce sector had ever tried before. Learn the results, and Alvaro’s tips for fostering innovation, in this episode!
Here's what Alvaro and Maureen cover:
The role of internal innovation champions within your organization;
Why innovation is crucial to brand marketing that makes a difference, and
Why boosting an entire market, including your competitors, is more profitable than just focusing on market share.
Alvaro Luque has transformed the produce industry by delivering innovative marketing strategies that not only defy established paradigms but also deliver impressive results. With more than 28 years of marketing experience in the CPG and produce industries, Alvaro has successfully built a brand in a brandless category. Under Alvaro’s leadership, Avocados From Mexico (AFM) has led the growth of U.S. avocado consumption to more than 2.5 billion pounds per year, and today, 8 in 10 avocados in the U.S. come from Mexico. Alvaro’s vision for making AFM the first fresh produce brand to advertise in the Super Bowl is one of many industry firsts that have positioned AFM as the most preferred brand of avocados in the U.S. and one of the most innovative produce companies in the world.