S9-Ep46: Avocados - When Produce Produces Innovation

Guest: Alvaro Luque Innovation is key to success in our changing world. And avocados are the key to innovation! They’re a superb example, at least. By fostering innovation, Alvaro Luque — president and CEO of Avocados From Mexico — boosted the overall market for avocados in the United States. And that market is still growing. One major move involved the Super Bowl, a move no one in the produce sector had ever tried before. Learn the results, and Alvaro’s tips for fostering innovation, in this episode! Here's what Alvaro and Maureen cover: The role of internal innovation champions within your organization; Why innovation is crucial to brand marketing that makes a difference, and Why boosting an entire market, including your competitors, is more profitable than just focusing on market share. Other episodes you'll enjoy: Delivering the Future: Amazon’s Innovation Culture with David Carbon, John Love, Dr. Vin Gupta, & Tye Brady Winning Digital Customers: The Antidote to Irrelevance with Howard Tiersky How to Harness Honesty with Peter Kozodoy   For daily wisdom from our guests, be sure to follow us on LinkedIn. We’re on Instagram, Threads, and Twitter, too!   RESOURCES:   Our host Maureen Metcalf posts a newsletter every week on LinkedIn. You can subscribe here.  Maureen’s latest book is Innovative Leadership & Followership in the Age of AI. You’ll find details about it at https://bit.ly/LeaderInAI. Her other 10 books are available on Amazon here.    Books we’re reading for fun or personal development right now include: Becoming Superman: My Journey from Poverty to Hollywood by J. Michael Straczynski Own the AI Revolution by Neil Sahota Time and Chance by Kim Campbell Three Rocks: The Story of Ernie Bushmiller, the Man Who Created Nancy by Bill Griffith -----------------------   OUR PODCAST TEAM:   Host & Executive Producer: Maureen Metcalf Editor & Producer: Dan Mushalko Video & Graphics Editor: Devon Mushalko Assistant Editor & Raconteur: Luigi Morelli Avocado Advocates: Jenna Reik & Mike Morrow-Fox CONNECT WITH US:  YouTube: @InnovatingLeadership  Threads: @innovativeleaders Twitter: @IL_Institute  LinkedIn: https://bit.ly/ILI-LinkedIn2  Instagram: @innovativeleader  TikTok: @innovativeleadership Website: InnovativeLeadershipInstitute.com    Loved this episode? Leave us a review and rating!  -----------------------   About Our Guest:   Alvaro Luque has transformed the produce industry by delivering innovative marketing strategies that not only defy established paradigms but also deliver impressive results. With more than 28 years of marketing experience in the CPG and produce industries, Alvaro has successfully built a brand in a brandless category. Under Alvaro’s leadership, Avocados From Mexico (AFM) has led the growth of U.S. avocado consumption to more than 2.5 billion pounds per year, and today, 8 in 10 avocados in the U.S. come from Mexico. Alvaro’s vision for making AFM the first fresh produce brand to advertise in the Super Bowl is one of many industry firsts that have positioned AFM as the most preferred brand of avocados in the U.S. and one of the most innovative produce companies in the world.