Industry News | July 21, 2013

Avocados From Mexico Recruits Marketing Execs

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Avocados From Mexico (AFM), is announcing several leadership additions to the new marketing agency. Kathleen Triou, formerly vice president of domestic marketing for the U.S. Potato Board, joins AFM as chief marketing officer.

From the Chilean Avocado Importers Association, Maggie Bezart joins as vice president, trade and promotions, effective immediately.

Mexico is the leading source of fresh avocados in the United States, and with the recent creation of “Avocados From Mexico” (AFM), the Mexican avocado industry will have its own world-class marketing agency.

AFM is the result of an unprecedented collaboration by the Mexican Hass Avocado Importers Association (MHAIA) and the Mexican Avocado Producers and Packers (APEAM), to combine resources with the goal of growing the category and propelling the Avocados From Mexico brand.

“Kathleen brings a wealth of experience in the produce industry, and as CMO of AFM, I know she will successfully work to shift the perception of avocados from exotic to everyday to drive consumption,” says Tim O’Connor, CEO of AFM. 

“Maggie brings expertise from the avocado industry, which has provided her with an inside understanding of the challenges and opportunities in the marketplace,” he adds. “With these two key hires, I’m confident we have the best team on board to make avocados the new ‘it’ fruit.”

Triou adds, “I am truly in the right place at the right time. As the only avocados available year round, Mexican avocados are always fresh, delicious, and in season. The consistent quality ensures a good eating experience, and as CMO, it will be my charge to ensure consumers know and understand that avocados are not just for guacamole at parties—they can be so much more. I am excited to bring our versatility story to life.”

A number of hires will also be joining AFM to create an efficient and effective retail team reporting to Bezart. These experienced retail professionals include Eduardo Serena, as retail market director based in Illinois, and several regional directors, including: Alejandaro Gavito, based in Texas; Ryan Fukuda, based in California; Oscar Garcia, based in Florida; and Tanya Edwards, based in Georgia.