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 and CEO. In less than four years, Mr. 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 Alvaro has led the Avocados From Mexico (AFM) business, the industry has seen a fruit become a brand, and a market increase its consumption of avocados to a record number of 2.3 billion pounds a year. Mr. Luque built the AFM marketing group from the ground up. That team positioned AFM as a leader in the U.S. fresh segment and became a pioneer in trade, shopper and digital programs for the industry. Alvaro is responsible for making AFM the first fresh brand to ever advertise in the Super Bowl, with campaigns that won media recognition and multiple accolades for their unprecedented performance. Avocados From Mexico achieved these results while keeping consumption up in volume and value for the category, along with impressive consumer positive sentiment.