Avocados From Mexico is aiming to reach younger consumers by promoting its fruit at popular music festival South by Southwest in Austin, Texas.
Through March 18, dishes with avocados can be found throughout the SouthBites Trailer Park, according to a news release. AFM is the host of that park, which features highly regarded roving restaurants from across the U.S. AFM worked with vendors to incorporate avocados into their dishes, and AFM will be offering 15 different avocado dishes and providing made-to-order guacamole.
"One of the biggest opportunities to grow demand for Avocados From Mexico is to build relationships with millennials," Mark Garcia, director of foodservice marketing at AFM, said in the release. "At SXSW, we get to engage with fans at an event where produce brands typically aren't present.
"We're reaching the next generation of food lovers when they don't expect it, showcasing the avocado's ability to bring happiness, nutrition and fun to any meal," Garcia said. "And with Austin's rich food culture as our backdrop, we're able to partner directly with top culinary talents and the up-and-coming chefs of tomorrow at the same time."
#AvoHappiness is the AFM hashtag for the event.