Avocados From Mexico has appointed Curt Webber, formally with PepsiCo, to lead its foodservice business as director of sales and marketing.
Webber will be responsible for leading the strategic development and execution of AFM’s foodservice agenda to drive brand equity and long-term demand for fresh avocados in the U.S. by developing strategic partnerships with operators across restaurants, universities, contract feeders and distributors, according to a news release.
AFM said Webber will use his experience with foodservice sports and entertainment to oversee the Avo Eats branded concessions concept with several locations across the U.S., including California, Texas and Florida.
“As a veteran in the industry, I’m looking forward to applying my expertise to impact the foodservice business for a brand and product that I love,” Webber said. “Avocados have always been my go-to, and I’m looking forward to expanding our footprint and collaborating with operators and industry partners to inspire good taste, good health and good times.”
Prior to joining AFM, Webber spent 14 years at PepsiCo in various sales leadership, strategy and business development roles within foodservice and retail channels. During his time with the company, he was a director of foodservice sales, leading multiple teams and channels across the U.S. He brings broad foodservice experience in all channels including restaurants, sports, entertainment, distributors, GPOs, colleges and universities, military, lodging, gaming and others, the release said.
Webber will report to Stephanie Bazan, senior vice president of commercial strategy and execution, who has largely led the demand for avocados from Mexico and accelerated the fruit’s popularity to record levels, the release said.
AFM 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. Data shows, however, that restaurantgoers are more satisfied when they’re served fresh avocados — 77% of consumers say they can tell the difference and prefer fresh, according to the release. AFM says this move signals an ambition to drive — and meet — even more demand for fresh avocados on menus.
