As avocado consumption and imports continue to climb, Avocados From Mexico is implementing a strategic restructure to enable sustained growth by aligning its demand-driving efforts — shopper, trade and foodservice marketing — under one commercial strategy department, according to a release.
As part of the restructure, the brand has appointed Stephanie Bazan to the position of senior vice president of commercial strategy and execution and Stephanie Browder to the position of director of sales and marketing for foodservice.
Avocados From Mexico partners with over 150 grocery and mass retail accounts, more than 50 foodservice operators and 250 distributors and importers of Mexican avocados in the U.S. The brand says it has doubled the volume of Mexican avocado imports in seven years, from 1.2 billion pounds in 2014 to 2.4 billion pounds in 2021.
“We’ve been incredibly successful at growing the market for fresh avocados from Mexico, and we’re proud to be uniting our demand-driving efforts under a leader who has expertly navigated the most complex aspects of our business,” Alvaro Luque, president and CEO of Avocados From Mexico, said in a release. “These teams have been key to propelling AFM’s market growth, and I look forward to keeping the momentum going.”
Through her leadership and strategic vision, Bazan has been responsible for accelerating Mexican avocado demand across the shopper and trade categories, the release said.
Bazan has more than 25 years of marketing experience in domestic and international markets. Her background includes a vast array of industries including consumer packaged goods, entertainment and retail.
Since joining Avocados From Mexico, Bazan has played an integral part in consolidating the brand’s shopper, trade and foodservice areas with an integrated vision and strategy, the release said. Her role at the company is includes work in retail, trade, shopper, foodservice, Hispanic marketing, events and management of the registered dietitian program. She is also the company’s lead for the International Fresh Produce Association.
In her new role, Bazan will work closely with Browder — who was promoted to director of sales and marketing for foodservice, where she will be responsible for leading the sales and marketing strategy and execution of this area.
Over the past eight years, Browder has worked in various divisions across AFM, including digital marketing and e-commerce, as well as a previous role within the foodservice division. Browder has more than 20 years of experience working with leading consumer packaged goods brands.
“I’m excited about my new role and what these changes mean for the business as a whole,” Bazan said. “I believe that combining the resources of our shopper, retail trade and foodservice teams and leveraging Stephanie Browder’s leadership and expertise to guide the foodservice strategy will continue to build on our foundation of success, working toward a future where every avocado is the freshest available, whether eaten at home or at a restaurant.”
Avocados From Mexico, Irving, Texas, is a wholly-owned subsidiary of the Mexican Hass Avocado Importers Association, formed for the purpose of advertising, promotion, public relations and research for all stakeholders of Avocados From Mexico. Under agreements, MHAIA and the Association of Avocado Exporting Producers and Packers of Mexico have combined resources to fund and manage AFM.
