In the produce world, one soft, buttery delicacy has risen above them all-the avocado. And it's not just any avocado-it's the one imported by Avocados from Mexico (AFM); the nonprofit organization that has reinvented how produce is marketed. In the past nine years, U.S. imports of Mexican avocados have doubled, now accounting for 92 percent of U.S. avocado imports and 80 percent of the total U.S. market. AFM has not only increased U.S. market share for the thousands of Mexico-based growers and dozens of packers, but it has also played a major role in increasing overall U.S. consumption of the creamy, thick-skinned fruit from two pounds per person in 2001 to eight pounds per person today-a total of more than 3.1 billion pounds annually.
How did Avocados from Mexico do it? The same way that many organizations representing agricultural commodities have done it before-create a highly visible brand in a largely brandless category. Since the early 1980s, many industry governing boards have been successful in increasing visibility, knowledge, and popularity of products they represent with consumer branding campaigns. These include the Cattlemen's Beef Promotion and Research Board ("Beef. It's What's for Dinner"), the American Egg Board ("The Incredible Edible Egg"), the National Dairy Promotion and Research Board ("Got Milk?"), and the California Almond Board ("Crunch On"), to name just a few.

Small group exercise: Avocado growers based in the United States have launched an aggressive branding and advertising campaign highlighting the benefits of buying fresh, locally sourced avocados that are grown closer to the consumer. AFM has asked your group to recommend some specific positioning and branding initiatives to combat this potential threat. Detail your recommendations.