In this episode of “The Business of Blueberries,” host Kasey Cronquist, president of the U.S. Highbush Blueberry Council (USHBC) and the North American Blueberry Council (NABC), is joined by Alvaro Luque, president and CEO of Avocados From Mexico. Luque brings over 30 years of experience in the marketing field to his role with avocados. His strategic vision has not only propelled Avocados From Mexico to its current status as a globally recognized brand, but has also made it a beacon of environmental responsibility in the agricultural industry. He’s renowned for spotlighting the famous jingle “Avocados From Mexico” in the 49th Super Bowl Commercial in 2015. 

“It takes money to make money … . We use a good part of our dollars to create promotions and create that acceleration of the market that we need, but we are also sure to create the value and this brand story and the emotions around it so consumers can feel confident paying whatever price they need to pay to get our category and our brand. And the only way of doing that is by doing good marketing and by keeping good quality in our product.” – Alvaro Luque

 Topics covered include: 

• An introduction to Alvaro Luque, president and CEO of Avocados From Mexico.
• A look at the goals and successes of the “Avocados from Mexico” campaign.
• The strategy and journey Luque explored while building the avocado market globally.

Crop Report

The Blueberry Crop Report is an update on crop conditions and markets throughout important blueberry growing areas. Today you’ll hear from Jason Smith in British Columbia and Luis Vegas in Peru. This was recorded on July 25, 2024.