While the US has been importing avocados from Mexico from much longer, the non-for-profit organization known as "Avocados From Mexico" (AFM) was formed in 2013. Its purpose is to coordinate the marketing activities for the Mexican Hass Avocados Importers Association (MHAIA) and The Association of Growers and Packers of Avocados From Mexico (APEAM).
The AFM marketing group, located in Irving, Texas, encompasses a group of seasoned marketers with strong backgrounds in the CPG and produce industries as well as experience with some of the most iconic brands in those categories. This group was tasked with growing the overall avocado market along with the AFM brand, within one of the most profitable categories in the produce section, which is growing with double digits. The four-pronged marketing approach of AFM focuses on engaging audiences in each of its four business segments: general market, Hispanic market, food service, and retail, with customized strategies, programs, and tactics to address the unique needs of each of these segments.