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 presence:

  • “Go to the other 50% households that we don’t have right now.”
  • “A share-of-wallet approach that takes avocado consumers that are already consuming avocados, that already understand the category, and make them consume more.”

Whatever course it chooses, AFM seeks “to build equity behind the brand because it’s important to sustain the value of this category for the future,” its chief executive told the Orlando ANA assembly. “We want to grow the whole category of avocados in the US.