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, 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.

What specific brand strategy decisions did the Avocados from Mexico campaign make in the context of Figure 8.5?

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FIGURE 8.5 Major Brand Strategy Decisions Brand positioning Attributes Benefits Beliefs and values Brand name selection Selection Protection Brands are powerful assets that must be carefully developed and managed. As this figure suggests, building strong brands involves many challenging decisions. Brand sponsorship Manufacturer's brand Private brand Licensing Co-branding Brand development Line extensions Brand extensions Multibrands New brands