Avocados From Mexico celebrated its 10th anniversary at IFPA ’23 in Anaheim, Calif., Oct. 19-21, with several new merchandising solutions, including Make it Better merchandisers, which encourage retailers to pair avocados with eggs, cheese, tortillas and other items to help “take tacos to the next level.”

The merchandisers feature a QR code that consumers can scan that deliver coupon savings directly to a Venmo or PayPal account.

Avocados From Mexico has several other initiatives on tap in the coming months, highlighted by an extension of its marketing campaigns tied to football.

The Super Bowl, of course, has long been a staple of any avocado marketing plan in the US, but this year, Avocados From Mexico is extending its commitment to the college ranks, becoming the first fresh produce brand to partner with the College Football Playoffs.

“It’s three and a half months vs. one week,” said Alvaro Luque, president and CEO of Avocados From Mexico, contrasting the college season with the runup to the Super Bowl.

Aligning itself with college football will help Avocados From Mexico tap into new demographics, Luque said. College, for instance, has an almost 50/50 gender balance, contrasting with the NFL, which tilts heavily toward men.

College football is also more likely to be an experience shared by parents and kids together, Luque said.

Former college and NFL quarterback Jesse Palmer will be the face of the group's expanded football marketing program.