From Mexico in the U.S.;
Specifically, the AFM marketing group is
composed of marketers with backgrounds in
CPG and produce, say officials for the Irving,
“This group was tasked with growing the
overall avocado market along with the AFM
brand, within one of the most profitable cat-
egories in the produce section, which is grow-
ing with double-digits,” says Alvaro Luque,
AFM’s president. “The four-pronged mar-
keting approach of AFM focuses on engag-
ing audiences in each of its four business seg-
ments: general market, Hispanic market, food
service and retail, with customized strategies,
programs and tactics to address the unique
needs of each of these segments.”
In 2015, AFM became the first produce
brand ever to run an ad during the Super Bowl,
say association officials; based on the suc-
cess of the inaugural ad, AFM made another
appearance in 2016.
This year, through March, AFM is running its Fanwich campaign featuring a partnership with Health-full premium breads.
The campaign is designed to promote avo-
cado consumption by inspiring consumers
to incorporate avocados on their sandwiches.
Additionally, beginning in April, AFM will
run its Fiesta Del Fuego campaign with
Tabasco to help lift sales around Cinco de
The California Strawberry Commission represents the 400 family farmers that grow
California strawberries, which account for
about 90 percent of the strawberries in the U.S.
Officials for the Watsonville, Calif.-based
commission say that its focus is on production and nutrition research, food safety training and education, marketing, communications, trade relations and public policy, with
an emphasis on sustainable farming practices.
“Harvested year-round along the coast,
California strawberries are low in sugar, high
in vitamin C and provide essential nutrients,
fiber and health-promoting phytochemicals,”
says Jodi Reinman, public relations and social
media manager for the commission. “Research
suggests eating just a serving of eight strawberries a day may improve heart health, help
manage diabetes, support brain health and
reduce the risk of some cancers.”
IDAHO EASTERN OREGON ONION
The Idaho and Eastern Oregon Onion region
provides approximately 30 percent of the
bulb onions—known as USA Onions—
consumed in the U.S. during its growing season.
The Idaho Eastern Oregon Onion Committee
(IEOOC) promotes these USA Onions, which
are homegrown in Idaho and Eastern Oregon
and available in yellow, red and white varieties. The harvest begins in August with onion
availability lasting through May.
“USA Onions are versatile onions that may
be used at any meal or in any favorite onion
recipe,” says Grant Kitamura, Idaho Eastern
Oregon promotion committee chairman.
“The appeal of USA Onions is their golden
globe shape and their remarkably mild flavor.
Idaho Eastern Oregon Onions retain their tex-
ture when cooked, adding flavor and consis-
tency to any dish.”
Officials from the Parma, Idaho-based
committee offer advice to retailers on how
to increase sales. Recommendations include
large displays and positive signage that both
highlight the versatility of USA Onions and
distinguish the different onion varieties