Marketing agency Avocados From Mexico (AFM) has announced in a press release several leadership additions who will guide brand expansion for Mexican avocados on the US market.

Kathleen Triou, formerly vice-president of domestic marketing for the US Potato Board, has been appointed as chief marketing officer (CMO), while Maggie Bezart, from the Chilean Avocado Importers Association, joins as vice-president of trade and promotions.

Laura Slavec, formerly senior account director at Sterling-Rice Group, also joins AFM as marketing director reporting to Triou.

Slavec has several years of commodity board experience, including creating and implementing integrated marketing plans for the Almond Board of California and the US Potato Board.

Mexico is the leading source of fresh avocados in the US, and the industry now counts on its own world-class marketing agency thanks to the recently created Avocados From Mexico.

AFM is the result of an unprecedented collaboration by the Mexican Hass Avocado Importers Association (MHAIA) and the Mexican Avocado Producers and Packers (APEAM) to combine resources with the goal of growing the category and propelling the Avocados From Mexico brand, AFM said in the release.

“Kathleen brings a wealth of experience in the produce industry, and as CMO of AFM, I know she will successfully work to shift the perception of avocados from exotic to everyday to drive consumption,” explained Tim O'Connor, CEO of AFM.

“Maggie brings expertise from the avocado industry, which has provided her with an inside understanding of the challenges and opportunities in the marketplace. With these two key hires, I'm confident we have the best team on board to make avocados the new 'it' fruit.|

A number of other appointments at AFM have also been made to create an efficient and effective retail team reporting to Bezart, the firm said.

These experienced retail professionals include Eduardo Serena, as retail market director based in Illinois, and several regional directors, including: Alejandro Gavito, based in Texas; Ryan Fukuda, based in California; Oscar Garcia, based in Florida; and Tanya Edwards, based in Georgia.

AFM is a wholly owned subsidiary of MHAIA, established to handle the advertising, promotion, public relations and research for all stakeholders of Avocados from Mexico.

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