Happy Cinco de Mayo! This week on The CMO Podcast, Jim welcomes the leader behind the explosion of avocado consumption: Alvaro Luque, the President and CEO of Avocados From Mexico. This 11-year-old non-profit organization was founded by the Mexican Hass Avocado Importers Association and the Association of Avocado Exporting Producers and Packers of Mexico. As a result of the efforts from Avocados From Mexico, the avocado market has doubled since 2013, and 80% of avocados purchased in the US are from Mexico. Alvaro has worked as CEO of Avocados From Mexico since nearly the beginning. He graduated from the University of Costa Rica and began his career in CPG marketing at the Scott Paper Company. Alvaro spent nearly eight years at Gruma, a market leader in branded corn and flour tortillas, working in Costa Rica, Venezuela and the United States. Tune in for a conversation with a leader who has built a brand in a brand-less category, while massively growing the industry. For your celebrations this week, try Alvaro's recipe for guacamole: along with fresh Avocados From Mexico, mix in pistachios, dried cranberries, cotija cheese and roasted jalapeños. Plus check out their GuacAImole experience for Cinco de Mayo: https://avocadosfrommexico.com/cincodemayo/ See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.