Q&A: Xavier Equihua of the Peruvian Avocado Commission shares how its NFL partnership 'sets a precedent'
At Sunday night football watch parties, there are two types of people. There are those who come for the game, and then there are those who come for the party. For the people who come for the festivities — the delicious food, laughs and surprises — Avocados From Peru is doing its part to ensure a great time.
Not only are Avocados From Peru the official superfood of NFL team the Los Angeles Rams, AFP also released a house guacamole recipe for hungry, game-day fans. And while the Rams played the Dallas Cowboys Sunday, Oct. 9, one could argue the real winners were those who sampled cilantro, jalapeno and lime-infused guacamole along with the halftime entertainment.
The Packer chatted with the Peruvian Avocado Commission President and CEO Xavier Equihua to learn more about the festivities and what Equihua is excited about next.
The following was edited for length and clarity.
What was the reaction to the Ram’s house guacamole recipe?
EQUIHUA: It is a classic recipe, but it has a little twist to it. I think that the most important takeaways are:
It's the first time a big NFL team, like the Los Angeles Rams, has put out an official recipe. It’s astonishing to me because it’s such a popular food to eat while you're watching a game, but no other team has ever put out an official recipe, and that’s significant.
Secondly, Los Angeles has the largest consumption of avocados in the world, city-wise. And the reaction has been very positive.
The other significant thing is that we're not only the official avocado of the Rams but also the official superfood — that's a whole category by itself.
Related news: Avocados From Peru named official superfood of Los Angeles Rams
The partnership with the Rams, is the first of its kind that any NFL team has entered. We're celebrating being the official avocado of an NFL team as well as the official superfood by launching an amazing sweepstakes. We have a car wrapped in in Rams regalia. There's also the trip to Machu Picchu by American Airlines and Hilton Hotels and the VIP game experience.
These are unique things that are not really done by the produce industry or the agricultural industry. The Rams have never done this before, and no other NFL team has ever done it. That's why I think it's exciting — it sets a precedent for more to come.
What are you most excited about for the watch party festivities?
There’s a forthcoming video, which is going to be taken during the tailgate, asking people to play what's called, “avocado or double it.” The Rams are doing this in their social media and they're asking people during the tailgate to play this game. The game also takes place during October because of National Hispanic Heritage Month, Sept. 15 through Oct. 15.
What is your favorite thing about Peruvian avocados?
I think that all avocados are great when they’re at their peak.
What’s one surprising thing you think our readers don’t know about Avocados from Peru?
I mean, a lot of people know about Avocados from Peru because they've been in the market now for 12 years — it’s a well-known origin. Peru is really the land of superfoods. Remember that Peru is not only the second-largest producer and exporter of avocados in the world. It is also the largest producer and exporter of blueberries, and soon to be the largest producer and exporter of grapes.
I think one of the things that is important to highlight is how Peru has become an exporter of health. If we want your readers to know something, I think it's that Peru has, in a matter of 20 years, become a top world exporter of healthy products and, specifically, of superfoods.
