Avocados From Peru kicks off 2026 season with San Diego Guac Off activation
Avocados From Peru kicks off 2026 season with San Diego Guac Off activation
Avocados From Peru kicked off the 2026 U.S. season with a high-profile consumer activation, hosting its third annual San Diego Guac Off Challenge at SeaWorld San Diego.
Held May 2 during Viva La Música and the SoCal Taco Festival, one of Southern California’s largest Latino music celebrations, the event brought together entertainment, food and brand engagement in a key avocado consumption market.
The Guac Off Challenge, staged at the Taco Fest Village Stage, featured a live competition among local radio personalities Danielle (91X), Kristi Jagger (Magic 92.5) and Pandar (Z90), each preparing original guacamole recipes using Avocados From Peru. Following a lively, audience-driven contest, Jagger was named the 2026 champion, earning the Avocados From Peru Silver Avocado Trophy.
Now in its third year, the Guac Off Challenge has evolved into a cornerstone of AFP’s experiential marketing strategy in the U.S., with the San Diego event serving as one of three planned activations nationwide in 2026. The initiative is designed to connect directly with consumers in high-traffic markets during peak avocado demand periods.
“Cinco de Mayo represents one of the most important consumption moments for avocados in the United States,” said Xavier Equihua, president and CEO of Avocados From Peru. “Our Guac Off Challenge allows us to connect directly with consumers in an authentic way while reinforcing our broader retail and media strategy across key markets.”
The activation is part of AFP’s broader omni-channel campaign, which integrates retail promotions, digital outreach and in-market events to build awareness and drive category movement. By aligning experiential programming with key consumption holidays and cultural events, AFP aims to strengthen shopper engagement while supporting retail sell-through.
In addition to its marketing efforts, AFP continues to emphasize the nutritional benefits of avocados through its “Eat Healthy, Live Green” platform, highlighting the fruit’s naturally occurring good fats and its profile of nearly 20 vitamins and minerals.
Peru remains a leading global supplier of avocados, supported by consistent production, reliable export capabilities and a well-developed supply chain. Avocados From Peru, a non-profit organization operating under the U.S. Federal Promotion Program for Hass Avocados, represents the country’s growers, exporters and importers, with a focus on expanding demand and visibility in the U.S. market.