The consideration of our organization as an innovator is surprising on its own. Before you judge us and/or compare us side by side with multi-billion dollar companies, giant technology leaders, or CPG companies that are competing for this Award, please keep in mind that we are a fruit. A small, package-less little fruit, building a brand in a brand-less category by reinventing every established marketing rule in our industry and by challenging every preconceived notion to pave an unexplored trail, and to change the way marketing was done in our industry and for our category.
The impressive penetration of Avocados From Mexico in the U.S. has led to a 2.5 BILLION pound market size. The first innovation is the sole existence of our group, Avocados From Mexico. The objective of the non-profit marketing arm created in the U.S. and headquartered in Dallas, TX, is to promote the product of the labor of two organizations: 1) APEAM: the organization that groups over 20K small avocado growers and exporters 2) MHAIA: the American association that groups hundreds of distributors. For the first time in history, two separate organizations came together under the industry funded Hass Avocado Research and Promotion program that is overseen by the United States Department of Agriculture (USDA).
This alliance was possible because of an impressive level of organization of thousands of small growers who came together in agreement and worked to get their orchards certified to meet the very high-quality standards required by the U.S. Department of Agriculture to accept them into the Mexican Hass Avocado export program.
Since the creation of the company in 2013, we have launched countless breakthrough innovations in all areas of our growing organization. As we innovate and grow, our positive impact in our industry, in our country (the United States), and in the world is felt.