<p> Avocados from Mexico is investing in the future of the avocado by allocating $36 million to grow the category and propel the Avocados from Mexico brand. The organization’s first fully integrated campaign launches nationally beginning in July 2013 with the objective to move the avocado from 'exotic to everyday,' according to a press release.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><img src="https://cdn.andnowuknow.com/legacyWriterImages/avocados-from-mexico-may-29-2013-cropped.jpg" alt="IMAGES MAY 27 2013" /><hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><img class="small-cropped-image" src="https://cdn.andnowuknow.com/legacySmallCroppedImages/tim-o-connor.jpg" alt="IMAGES MAY 27 2013" />Tim O’Connor, CEO, Avocados from Mexico (AFM), will appoint Arnold Worldwide as integrated agency of record, and Ketchum as PR agency of record in efforts to implement the strategy. Tim O’Connor, the former president and CEO of the U.S. Potato Board was appointed CEO earlier this year.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">“The selection of the best agencies to represent our brand was an intense process,” O’Connor, stated. “After narrowing 52 proposals down to 11 presenting agencies, Arnold and Ketchum were the definitive winners. They clearly understood our vision for the brand and demonstrated the strategic focus and creativity we need.”<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">Mexican avocados contribute more than 60 percent of the U.S. supply. For the 2012/2013 fiscal year, Mexican avocados surpassed 1 billion pounds in annual shipments.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">The creation of AFM, Inc. is the result of a collaboration by the Mexican Hass Avocado Importers Association (MHAIA) and the Mexican Avocado Producers and Packers (APEAM A.C.) in a strategy to combine resources and develop and manage a common brand for Mexican avocados.<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">"Winning Avocados from Mexico, Inc., is a unique and compelling opportunity that doesn’t come along very often,” commented Pam Hamlin, President, Arnold Boston. “Engaging the hearts and minds of people and inspiring them to use avocados everyday is an incredible creative challenge. We're thrilled to get started and channel our passion into fueling the growth of the avocado marketplace."<hr class="legacyRuler"><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">Rob Flaherty, CEO, Ketchum, noted, “We’re honored to continue our relationship with this rapidly growing, vibrant brand that has so much to offer health-conscious consumers and foodservice operators as a delicious addition to their meals.”</p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding"><p><a class="btn btn-sm btn-primary col-lg-12" style="white-space: normal;" href=" http://www.avocadosfrommexico.com/Trade/Index.aspx " target="_new"> Avocados from Mexico </a></p><hr class="legacyRuler"><hr class="invisible minimal-padding"><hr class="invisible minimal-padding">
