IRVING, TX - One of the produce industry’s key kick-offs to trade show season sets the pieces for yet another enormous event: the world’s biggest soccer stage.
“This year at Southern Exposure, Avocados From Mexico (AFM) will showcase several of our resources to support a big upcoming consumption occasion tied to the world’s biggest soccer event, including solutions for bags and bulk avocados,” Stephanie Bazan, Senior Vice President, Commercial Strategy and Execution at Avocados From Mexico, shares with me.
The FIFA World Cup kicks off this summer and, at a global scale, Sports Illustrated assures that it is “the most-watched sporting event on the planet—nothing else comes close.” And AFM wants to make guac front and center in viewing parties across North America, a strategy that starts at the Southeast Produce Council’s (SEPC) expo in Orlando, Florida, February 26–March 1.
“The World Cup will be one of the biggest consumption occasions this year, and several of the top avocado markets are host cities, including Los Angeles, Dallas, Houston, Miami, and New York/New Jersey,” Stephanie explains, adding that the Southern Expo is the ideal starting point for this dynamic marketing move.
“After the Pacific region, the South Atlantic remains the largest one of the avocado category. The South Atlantic has exploded in avocado consumption, growing 21 percent in pounds between 2022 and 2025, per Circana,” Stephanie said, adding that that number is poised to continue a growth trajectory as the share of projected population growth by 2030 is expected to be 38 percent. “This region is growing as it has experienced record net gains in domestic migration as well as international immigration. There is tremendous opportunity for retailers to capitalize on this growth, especially during football season, as there are major college football markets representing SEC fan culture.”
With additional details still in the works, I’m told there is much to anticipate, and attendees should definitely be sure to swing by booth #113 while walking the Southern Exposure show floor at the end of this month!
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Avocados From Mexico
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