In the past year, AFM increased its share of the U.S. avocado market to 78 percent, up from 70 percent from the previous year. That equals 1.5 billion pounds sold. The leaders who will continue the effort to boost sales were elected at a recent meeting in Dallas, where the Mexican Hass Avocado Importers Association and the producers and packers of avocados in Mexico announced Avocados From Mexico’s board of directors for 2015-16.Martin Mendoza, 2015-16 director of AFM; Antoñio Villasenor, 2015-16 vice chair of AFM; Ramon Paz, 2015-16 director of AFM; Mike Browne, 2015-16 chairman of AFM; Ron Campbell, 2015-16 director of AFM; Ed Figueroa, AFM co-chairman from 2014-15; Armando Lopez, 2015-16 director of AFM; Adrian Iturbide, AFM co-chairman from 2014-15; and Ricardo Vega, 2015-16 treasurer of AFM. Gary Calaroso, 2015-16 director of AFM, is not shown.

“As we continue to grow the Avocados From Mexico brand, it is critically important to bring together the best minds from APEAM and MHAIA to continue our market expansion,” Alvaro Luque, president of Avocados From Mexico, said in a press release. “Our new board of directors has the experience, vision and strategic focus to produce, import and promote the only avocados available year-round.”

AFM’s board of Directors is also referred to as the Joint Executive Committee and comprises the executive teams of both MHAIA and APEAM A.C.

The AFM board also nominated and elected officer positions among the members of the full board of directors. AFM Chairman Mike Browne from Calavo, Vice Chairman Antonio Villaseñor from ViFruit and Treasurer Ricardo Vega from Puruepecha were all elected unanimously.

The new AFM board of directors includes:

• Mike Browne, chairman
• Antonio Villaseñor, vice chair
• Ricardo Vega, treasurer
• Martin Mendoza, director
• Ramon Paz, director
• Gary Caloroso, director
• Armando Lopez, director
• Ron Campbell, director

In announcing the 2015-16 board members, Luque also paid homage to Ed Figueroa, chairman of MHAIA, who is retiring as co-chairman of the board for Avocados From Mexico. During his tenure, Figueroa helped propel AFM to record levels of volume and revenues from avocados imported from Mexico.

“The Avocados From Mexico brand is stronger and more vibrant than ever, thanks in large part to the strategic vision of Ed Figueroa,” noted Luque. “While his leadership and passion will be missed, Ed leaves behind an organization and brand perfectly positioned to soar ever higher in the years to come.”

AFM was established as the marketing agency for the Mexican avocado industry in 2013, and is a collaboration between APEAM and MHAIA.