Avocados From Peru, the consumer-facing brand of the Peruvian Avocado Commission, has launched its 2026 U.S. summer marketing campaign, which it says is a comprehensive integrated program designed to support approximately 200 million pounds of Peruvian avocados expected to reach U.S. consumers this season.
The campaign combines retail promotions, sports partnerships, consumer sweepstakes, media integrations, experiential marketing and community engagement programs designed to drive avocado consumption throughout the peak summer season.
Supporting Retailers Coast to Coast
The campaign is supported by customized programs with many of the nation’s leading retailers from coast to coast, says AFP. It includes digital advertising, instant rebates, sweepstakes, social media promotions, merchandising support and consumer engagement initiatives designed to drive avocado consumption throughout the summer season.
According to Xavier Equihua, president and CEO of the Peruvian Avocado Commission, AFP’s strategy reflects a broader vision that extends well beyond traditional produce marketing.
“We are creating meaningful consumer experiences that connect our brand with sports, healthy living, community engagement and some of the most important events taking place this summer, while helping our retail partners increase avocado sales and strengthen consumer engagement,” says Equihua.
The 2026 season is also poised to set a new record for exports of Peruvian avocados to the U.S.
“The 2026 season represents an important milestone for our industry as Peru is expected to export more than 200 million pounds of avocados to the U.S.,” says Jose Antonio Castro, chairman of the Peruvian Avocado Commission. “Through strategic retail, sports, media and community partnerships, we are continuing to elevate the Avocados From Peru brand while reinforcing Peru’s long-term commitment to the U.S. market and supporting avocado consumption during the important summer season.”
Celebrating America’s 250th Anniversary
In this historic year for the nation, the U.S. Navy will serve an Avocados From Peru superfoods breakfast to sailors aboard the USS Arlington during International Naval Review 250, a major maritime event hosted in the Port of New York and New Jersey.
International Naval Review 250, scheduled for July 3-8, is expected to bring together ships, aircraft and personnel from more than 130 invited navies and coast guards, along with more than 30 tall ships from around the world, including Peru’s BAP Unión.
“We are deeply honored to have been invited by the U.S. Navy to serve an Avocados From Peru breakfast to the men and women who serve during such an important historic celebration,” says Equihua. “This reflects the broader spirit of our campaign: bringing people together through meaningful partnerships, community engagement and memorable experiences centered around healthy living and fresh avocados.”
Cincinnati Reds Name Avocados From Peru Official Avocado
Among the campaign’s highlights is AFP’s partnership with the Cincinnati Reds, one of baseball’s most historic franchises. As part of the agreement, the Reds have designated Avocados From Peru its “Official Avocado.”
The activation includes in-stadium branding, social media engagement, fan experiences and a consumer sweepstakes centered around a custom AVO Reds Toyota Tacoma pickup truck. The promotion is designed to connect baseball fans with Avocados From Peru during one of the most important seasonal windows for fresh avocado consumption.
Later this summer, AFP will also launch a three-way partnership involving a National Football League franchise and a leading Midwestern retailer, combining professional sports, retail activation and consumer engagement into a coordinated platform designed to drive excitement and avocado consumption during the summer season. AFP says additional details will be announced at a later date.
Getting Strategic With Sports Fans
As part of its summer media platform, AFP is collaborating with select local FOX television stations on consumer promotions and retailer marketing programs tied to major summer sporting events.
The program includes a consumer promotion with FOX 5 San Diego that gives viewers the opportunity to register for a chance to win tickets to the U.S. Men’s National Team’s opening 2026 FIFA World Cup match against Paraguay at SoFi Stadium in Inglewood, Calif.
AFP is also providing participating retailers with custom-tagged television spots airing during FIFA World Cup coverage on select local FOX stations in key markets. Participating retailers will also have access to tagged television spots during premier summer programming, including the MLB All-Star Game and Gordon Ramsay’s “MasterChef.”
These media partnerships are designed to help participating retailers connect with consumers during key summer consumption occasions while expanding awareness of Avocados From Peru throughout the season, says AFP.
Rather than relying on a single channel, AFP’s marketing strategy leverages a diverse network of partnerships across sports, media, retail, culinary and community platforms, creating multiple opportunities to engage consumers throughout the summer.
“Through tagged television spots during select summer sports broadcasts on participating FOX local stations, AFP is creating a unique opportunity to connect our retail partners with consumers while driving awareness and demand for Avocados From Peru,” says Equihua.
Guac Off Challenge at SeaWorld San Diego
AFP’s experiential marketing platform includes the third annual Guac Off Challenge, recently held at SeaWorld San Diego during Viva La Música and the SoCal Taco Festival, where celebrity media personalities competed for the coveted AFP Silver Avocado Trophy.
“Our strategy goes far beyond traditional produce marketing,” Equihua says. “Every element of our campaign, from retail and sports to media, social, experiential marketing and community partnerships, is strategically integrated to support our retail partners, strengthen consumer engagement and further position Avocados From Peru as the premium avocado of the summer season.”
As part of its “Eat Healthy, Live Green” philosophy, Avocados From Peru says it continues to promote the nutritional benefits of avocados, which naturally contain good fats and nearly 20 vitamins and minerals.
