Guac scores biggest Big Game yet

The US imported more than 300mn lbs of Mexican avocados in the four weeks leading up to the 60th Super Bowl final - a record-setting volume that’s approximately 20 per cent above historical averages for the period.

Avocados From Mexico (AFM) said the milestone reflects Mexico’s year-round ability to deliver consistent quality, preferred sizes and promotable volume for US retailers and foodservice operators.

As the top-selling avocado brand in the US, AFM plays a central role in helping retailers and foodservice operators prepare for the Big Game – the single greatest avocado consumption day of the year.

“Shipping more than 300mn lbs of avocados to our partners in the US – and ultimately consumers – in just four weeks is remarkable and a powerful demonstration of what this industry can deliver when demand is at its peak,” said Alvaro Luque, CEO of AFM. “This achievement is proof of reliability, precision and collaboration across our entire supply chain, from growers and packers to importers and retail partners.”

Driving avocado demand in the US are younger consumers who are looking for nutrient-dense foods and have more than doubled their avocado consumption over the past decade, alongside effective omnichannel marketing that connect avocados to gathering occasions.

“We are proud of the role AFM plays in building consumer appetite and expanding the category, supported by a reliable, year-round supply from Mexico. Most importantly, this performance gives our customers confidence: Confidence that Mexico has the volume, the quality and the size availability they need – not only for the Big Game, but also for the rest of the season,” Luque added.

In advance of the Big Game on 8 February, AFM supported its partners with a fully integrated marketing approach designed to drive traffic, engagement and movement at shelf. The brand launched a 360-degree marketing campaign, which included branded shopper materials, sweepstakes, a survey-backed golden chip raffle, as well as owned and earned media around an AI-powered predictive platform that tapped into cultural trends and a second-screen viewership activity.

“Our customers should know AFM is fully equipped to provide the tools and resources to support the continued supply and demand for the remainder of this season,” said Stephanie Bazan, senior VP of commercial strategy and execution. “We look forward to building on our Big Game momentum with exciting, high-impact promotional programming for upcoming peak times and gathering occasions where we know avocado consumption will be at its prime.”

Mexico supplies avocados year-round to the US. This year, in part due to good rainfall, the industry is supplying more avocados and providing preferred size mixes.

Looking ahead, AFM said it would continue to drive avocado consumption by expanding both cultural and health-driven demand occasions. This spring, AFM will activate around the red carpet and award-season gatherings, positioning guacamole as the signature dish for at-home viewing celebrations and unlocking incremental volume beyond traditional tentpole events.

In parallel, the brand will scale its health and wellness platform in partnership with the American Diabetes Association, reinforcing avocados’ role as a nutrient-dense, zero sugar food that fits seamlessly into everyday healthy lifestyles. With these efforts AFM is building sustained category growth and driving continued momentum into Cinco de Mayo, the second-largest avocado consumption occasion in the US.