Why Avocados From Mexico targeted existing customers to build market share

Avocados From Mexico, the avocado brand, has targeted existing category buyers as a primary means for driving growth.

Alvaro Luque had a growth dilemma.

A full 50% of US households are avocado consumers – good news for the president/CEO of Avocados From Mexico (AFM), a Dallas-based organization that speaks proudly of 1.7 billion pounds of imported produce every year.

But Luque isn’t happy with 1.7 billion pounds. And he won’t be happy with two billion pounds. Or even 2.5 billion. “We still have half of the country to grow,” Luque told delegates at the Association of National Advertisers’ (ANA) 2019 Brand Activation Marketing Conference.

And, to that end, Luque identified two growth strategies certain to build his brand’s...

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