As ADWEEK stated in a recent article: “Avocados From Mexico boasts one of the most dramatic and impressive rises to prominence in recent marketing history.” The person responsible for leading that rise has been Alvaro Luque, the brand’s President & CEO.

In less than five years, Luque has turned the produce industry on its head by delivering the kind of marketing strategies that not only defy established paradigms, but also deliver impressive results.

Within the few years that Luque has lead AFM’s business, the industry has seen a how a commodity fruit becomes a brand, while experiencing a market volume increase to a record number of 2.3 billion pounds, and taking the avocado consumption for the first time to over 7 pounds per capita.

Since 2014, Luque has increased AFM’s market share from 60 to over 80%, has grown the overall U.S. avocado household penetration over 50% and has made AFM the #1 preferred avocado brand increasing its preference from 20% in 2013 to over 50% in 2017.  

Luque built the AFM marketing group from the ground up, recruiting highly talented professionals that have re-defined produce marketing. His team positioned AFM as a leader in the U.S. fresh segment and became a pioneer in consumer, shopper, foodservice and digital programs for the industry.

Luque is responsible for making AFM the first fresh brand to ever advertise in the Super Bowl, successfully achieving the #1 spot for its digital campaign in 2018 among major CPG brands advertising in this event according to Merkle’s Super Bowl Digital report. AFM Super Bowl campaigns have won multiple accolades and media recognition for their unprecedented performance over the past 4 years and has generated a staggering 21 billion impressions for the brand. Avocados From Mexico has achieved these results while keeping consumption up in volume and value for the category and with an impressive consumer positive sentiment.

Luque’s marketing career of over 25 years in the packaged consumer goods and produce industries has influenced his current approach to marketing. His CPG experience has given him unique perspective to successfully building a brand in a brand less category.  That unconventional perspective has become the hallmark of his success with the Avocados From Mexico brand.

The impact of his leadership has been noticed by top produce industry organizations and publications in the U.S, such as The Packer, which named him one of the 25 most influential leaders in the fresh U.S. market in 2015. Luque was also recognized in the Change Agents Marketing segment for Forbes magazine in 2014.

Prior to AFM, Luque o spent 15 years holding marketing leadership positions in multiple countries throughout the U.S. and Latin America with Gruma’s Maseca and Mission brands. During his tenure with the organization, he became not only the youngest top executive of the company, but he also accomplished significant achievements whose impact remain relevant for the organization even today. Among some of his most important achievements are the development and launch of more than 60 new products for the company in 7 different countries, and the development of the Super Soft tortillas in the United States, which has become one of the most successful launches in the history of the company. As a native of Costa Rica, Luque holds a Marketing degree from University of Costa Rica and Advanced Management Program from INCAE.