How did you get your start in the produce industry?
I started with Avocados from Mexico seven years ago, shortly after CEO Alvaro Luque was hired there. With a vision to break new ground with a consumer-packaged-goods approach, Alvaro tapped me to lead our Hispanic Consumer Marketing team, given my extensive CPG experience marketing to U.S. Hispanics and deep understanding of Mexican brands. At the time, it was estimated that nearly 40% of avocado volume in the United States was (consumed by) Hispanics, but our data showed that Hispanic consumption of avocados was decelerating.
What roles have you held during your career?
I’ve worked in various CPG companies, including Missions Foods and Cadbury Schweppes Americas Beverages (Dr Pepper, 7-Up, Sunkist). I also held domestic and international marketing director roles at Feld Entertainment, where we launched Disney on Ice in the Southern Cone of Latin America. I worked at one of the top U.S. Hispanic marketing agencies in the early 2000s as well as at Blockbuster, where I led their Hispanic Consumer Segment strategy and implementation.
How would you describe your current role?
As VP of trade and market development at Avocados From Mexico, I’m responsible for leading the strategy and annual agenda for retail trade, shopper marketing, and category analytics and insights, which support more than 150 grocery and retail accounts and 250 distributors and importers of Mexican avocados in the United States.
What do you hope to accomplish/contribute through that role?
We are building brand awareness and increasing consumption of the avocados, and I’ve been a part of the category doubling over the past 10 years. And there’s room to grow! Today, avocado shoppers purchase only 2.6 avocados per trip. If you think about it, that’s not enough avocados to make guacamole.
What professional accomplishment are you most proud of?
Navigating COVID-19 while sustaining strong results in the retail segment. Shoppers shifted their focus to safety and value, with consumers making fewer trips to the grocery store but stocking up, resulting in fewer but bigger basket loads. Shoppers were concerned with keeping their produce, especially avocados, fresher for longer to avoid additional trips to the store. We pivoted at Avocados From Mexico from our set trade and shopper marketing plan to create a COVID-19 playbook we implemented just in time for Cinco de Mayo 2020. We focused on “Cinco at home” and focused our consumer and in-store campaigns on how to keep avocados fresher longer. We also saw growth in bags and launched our first branded avocado-bag programs in top retails accounts, knowing this would facilitate quick shopping, less physical contact with produce, and the ability to buy more units per trip.
What does leadership mean to you?
Leadership is a privilege and a huge responsibility. You need to work with others to motivate them toward a common purpose or vision, be willing to take calculated risks, and be willing to be held accountable for the results. I don’t take this lightly, as I feel the responsibility to not only make the tough decisions but also develop and bring out the best in the people on my team.
Who are some of your industry mentors?
I’m extremely grateful to Alvaro, who brought me into the industry. I’ve learned a lot from him both personally and professionally. He sees what others don’t, and he’s shown he knows how to leverage my strengths and put me in roles that stretch and challenge me.
What’s a little-known or fun fact about you?
I spent four years working in the circus! Everyone thinks I was a performer when I say that, but I worked as a marketing promoter for Ringling Bros. and Barnum & Bailey. It was a great marketing training ground. My favorite P.T. Barnum quote is still relevant today: “Without promotion, something terrible happens … nothing!”
What’s your favorite efficiency hack?
Regular exercise. It gives me a sense of focus and reduces my stress so I can put my all into my work.
If you had to pick one fruit or vegetable to eat every day for the rest of your life, what would it be?
Avocados from Mexico, no doubt!
