AFP and Grocery Outlet host first-of-its-kind Guac Challenge at SeaWorld San Diego

In celebration of Cinco de Mayo, Avocados from Peru and Grocery Outlet partnered to host the first ever guacamole Challenge held at SeaWorld San Diego to commemorate the early arrival of Peruvian avocados to the U.S. market. The challenge was hosted by Sea World as part of Viva La Musica and So-Cal Taco Festival – Southern California’s largest Latino music festival.  

The Guac Off featured three amateur chefs selected from hundreds of entries submitted from throughout Southern California, who competed for the Silver Avocado Trophy. A panel of judges comprised of Good Morning San Diego host Paul Rudy, KUSI-TV meteorologist Mark Mathis, Grocery Outlet operator Ruben Aguilar and Avocados From Peru President and CEO Xavier Equihua chose San Diego local Briana Morales and her standout recipe featuring Peruvian avocados.

Equihua emphasized the significance of launching AFP’s seasonal promotions at this event as well as the ingenuity of the event itself, which offered festivalgoers an opportunity to participate in tastings, contests and culinary demonstrations that celebrated the flavor, versatility and health benefits of Peruvian avocados.

“Viva La Musica is one of the most vibrant cultural festivals in Southern California and enabled us to connect with consumers in a truly meaningful way,” said Equihua, who added that the Guac Off was a perfect example of AFP’s unique approach that combined traditional retail with digital media and live experiences that make Peruvian avocados part of the cultural conversation.

The event also was meaningful for retail partner Grocery Outlet, which operates more than 400 stores nationwide that draw in excess of 1.5 million weekly shoppers.

“Cinco de Mayo is a key cultural moment for our customers, and this event gave us the opportunity to celebrate in-store and on-site alongside Avocados from Peru,” said Wendi Rothchild, director of marketing for Grocery Outlet. “It’s exciting to partner on campaigns that not only engage our shoppers but also spotlight quality, seasonal products like Peruvian avocados.”

Equihua said the Guac Off is part of AFP’s broader seasonal strategy, which blends traditional and new media, digital content and experiential marketing, and a wide range of retail promotions to deliver high-impact, turnkey campaigns for retail and foodservice partners.