Skip to main content

The two-month Super Bowl season approaches for Avocados from Mexico

Overview of the Mexican avocados in the US market, complemented by charts from Agronometrics.

Original published in on December 23, 2020 

Avocados from Mexico has found success with a Super Bowl commercial as part of its campaign around the huge sporting event associated with guacamole.

But with the popularity of avocados growing in the U.S. every year, AFM president and CEO Alvaro Luque says winter promotions are much bigger than just the one day.

“The Super Bowl is the perfect event, but the post-Super Bowl four or five weeks after the event were more complicated before we did the Super Bowl ad,” he said December 22. “Now those weeks are as big as the four to five weeks leading up to the Super Bowl.”

Luque said the 2020-21 season, which runs from July to June, is projected to see 2.3 billion pounds of avocados exported to the U.S., which would be a record over last season’s 2.1 billion pounds.

Volumes (in LB) of avocados from Mexico in the US market
Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

AFM will not air a Super Bowl ad this year but has instead invested more in the October to December timeframe, including a promotion with Hall of Fame quarterback Troy Aikman, now an announcer, and fellow announcer Erin Andrews.

“After six years of the Super Bowl campaign, we’re going to pause this year,” Luque said.

It has nothing to do with the pandemic, but rather reflects the success of the campaign and the month on either side of the game, and a new focus on the fall quarter, he said.

The October to December quarter had been the slowest, Luque said, so AFM started stronger promotions last year, and it worked, with export volume from the fall of 2019 growing by 20 percent over the previous year.

This quarter isn’t over yet, but he said so far, volume is more than 5 percent over 2019, and that’s even with a large drop in foodservice demand.

“We still have a challenge for the second half of the season, having to grow by 9 percent year over year,” Luque said, to reach the 2.3 billion pound projection.

Aside from the month before and after the Super Bowl, scheduled for February 7, AFM has a March Madness basketball promotion and a Cinco de Mayo promotion with Bud Light beer and tomatoes from NatureSweet, Ltd. BB #:152351

Luque said the tomato partnership would be the first produce industry partner for AFM.

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

Access the original article with this (Link)


Popular posts from this blog

Blueberry boom: Worldwide growth creates challenges for NW producers

Overview of the northwest blueberry season by Doug Krahmer of Berries Northwest, Cort Brazelton of Fall Creek Farm and Nursery, Kasey Cronquist of the U.S. Highbush Blueberry Council and Mark Hurst of Hurst's Berry Farm, complemented by charts from Agronometrics. Original published in  on July 30, 2020 ALBANY, Ore. — On a seasonably warm July afternoon in the fertile Willamette Valley, Doug Krahmer stood between rows of organic blueberries and watched as a large mechanical harvester rolled slowly through the field, rattling bushes heavy with ripe fruit. Measuring a little more than 15 feet tall, 11 feet wide and weighing 7 tons, the harvester seemingly floated in the distance over neat rows while fiberglass rods, or “fingers,” shook the berries onto a conveyor belt that swooped them to the upper deck and into plastic crates. From there, the crates were loaded into refrigerated trucks and driven from the farm north of Albany, Ore., to a packing shed ea

Agronometrics in Charts: Demand for berries skyrockets in 2021

This time for the ‘In Charts’ series we will give an update as to how the average prices of berries have been behaving. Specifically, we will look at the prices of blueberries, raspberries, strawberries, and blackberries in the United States market and compare them with previous seasons. An increase in demand, brought on by the tendency to consume “superfoods” such as berries during the Covid-19 pandemic, seem to have pushed prices up despite the fact that volumes imported by the United States have been similar or higher than those of previous years. Let's look at each particular case: Blueberries Blueberry prices experienced a significant increase from week 3 of 2021, showing the highest prices of the last 5 seasons for the same date. If we observe the following chart, we can see that, for week 7 of 2021, the average price of conventional blueberries was $7.60 per kilo. This is 24 percent higher than in 2020 when the average price was $6.14 per kilo. Volumes for blueberr

Peru's blueberry oversupply takes its toll on export price

Overview of the Peruvian blueberry season, complemented by charts from Agronometrics.   Original published in   on November 25, 2020  This year's Peruvian blueberry season began in June with the export of 1,010 tons worth 5 million dollars. These figures represented a 25% increase in volume and a 77% increase in value over the same month of 2019. The lower production in the northern hemisphere due to weather problems allowed producers to achieve attractive prices of $ 5.15 per kilogram in June. Volume (in Kg) of blueberry from Perú in the US market Source: USDA Market News via Agronometrics . (Agronometrics users can view this chart with live updates here ) The good reception of Peruvian blueberries and the increase in prices encouraged exports during July, a month in which the country shipped 4,808 tons (+ 108%) for 26 million dollars (+ 102%). In this month, the increase in the Peruvian supply generated a slight 3% fall in the typical prices of the month,