Alvaro Luque

Alvaro Luque is a man with a mission: to market the thousands of tons of avocados Americans consume every year. Thanks to his leadership, Avocados from Mexico brings this fruit to the tables of millions of US consumers eager to savor avocados, not just every May 5 or Super Bowl, but year-round. The US avocado industry is worth US$11.5 billion, a growth of more than 1,000% in a decade. As president and CEO of Avocados from Mexico (AFM), Luque gives voice to the largest alliance of producers, packers, exporters and distributors of Mexico’s so-called ‘green gold’. The US imported US$4.5 billion of avocados from Mexico in 2021, and AFM carried out much of the marketing effort to put the product on the table of millions in that country.