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STRATEGIC FRAMEWORK

Our strategic Framework outlines AFM's strategy, including our business purpose, main marketing pillars and key development factors to achieve the company's purpose and long-term goals. It provides guidelines for company alignment and focus to move forward towards our visions of becoming the most innovative produce company in the world

1

Our Purpose

Dual Responsibility: Build Brand Equity for Avocados From Mexico & Drive General Avocado Demand

2

Our Target Groups

Focus primarily on medium and heavy avocado consumers

Maya

Meet Maya

  • Balanced Bonders
  • Gourmet Explorer
Maria

Meet Maria

  • Savvy Blenders
America

Mainstream America

  • Football Season
Foodservice
  • FS Decision Makers Comprising the NRA's Top 100 Chains List and other strategic prospects.
  • Avocado Patrons stgframe2-item-img2
Growth Strategy
  • Share of wallet: Focuses primarily on current medium and heavy avocado consumers to keep the market growing. We believe in market expansion, not domination. stgframe2-item-img1
3

Our VOICE

Brand Platforms:
  • Always Good
Generic Platforms:
  • Good Fats & 20 V&M health & wellness
  • It's That Easy education
4

Our Essence

Mexicanity Meaningful Good Times

5

Our Core uses

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1-Mexican Hand Helds
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2-Guacamole
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3-American Hand Helds
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4-Salads
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5-Plain (MTS)
6

Our Key Development Factors

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Lead consumer avocado brand preference

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Accelerate long-term avocado category growth

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Drive short-term mexican avocado demand

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Sustain a responsible organization & a thriving culture