Fruitnet’s Chris White speaks to Alvaro Luque, preesident and CEO of Avocados from Mexico, about the challenges and opportunities for fresh avocados when it comes to selling to younger consumers.
Luque explains how avocados have successfully become a staple across generations, with particular momentum among Millennials and Gen Z. Unlike older generations, younger consumers were “born with avocados” and even created trends like avocado toast, positioning the fruit squarely within modern food culture.
He also highlights the “power trifecta” of avocados – fun, flavour, and health – something which resonates strongly with younger consumers who want indulgence without sacrificing wellness. It’s a winning combination that has helped make avocados a highly inelastic category, with consumers willing to buy regardless of price fluctuations.
And he addresses common misconceptions around sustainability, water usage, and criminal activity in the avocado industry. Rather than seeing these narratives as setbacks, he emphasises Mexico’s sustainability commitments and natural growing advantages, suggesting that over 65 per cent of avocado production in the country doesn’t use irrigation.
Finally, the conversation explores how brands can deepen Gen Z penetration. The key takeaway: authenticity matters. Avocados don’t need a manufactured story – their natural benefits, versatility, and alignment with modern values make them inherently relevant to younger generations.
This video is part of a series of interviews filmed in Anaheim at the IFPA’s Global Produce & Floral Show.
