"We are creating meaningful consumer experiences that connect our brand with sports, healthy living, community engagement and some of the most important events taking place this summer, while helping our retail partners increase avocado sales and strengthen consumer engagement," said Equihua.

CELEBRATING AMERICA'S 250TH ANNIVERSARY

One of the campaign's most significant initiatives will be AFP's participation in the historic International Naval Review 250 in New York Harbor during Independence Day week. The event, which commemorates America's 250th anniversary, is expected to bring together naval vessels, tall ships and military personnel from around the world.

Among the participating vessels will be Peru's BAP Unión, widely recognized as one of the largest and most impressive training tall ships in the world. Its participation highlights Peru's presence in this historic international celebration and further underscores the strong and longstanding relationship between Peru and the United States.

As part of the celebration, AFP will once again have the opportunity to serve an Avocados from Peru Superfood Breakfast aboard the USS Arlington, continuing a tradition that has allowed the organization to honor American service members while promoting the nutritional benefits of avocados.

"We are deeply honored to participate in such a historic event and to have the opportunity to serve the men and women who serve our country," said Equihua. "The International Naval Review 250 represents a remarkable celebration of friendship, service and international cooperation, and we are proud that Peru will be represented both through the participation of the BAP Unión and through Avocados from Peru."

BRINGING SPORTS FANS TO AVOCADOS FROM PERU

AFP is also investing heavily in media and sports partnerships that provide retailers with unique promotional opportunities throughout the summer.

Through partnerships with select FOX local television stations across key markets, AFP is launching a series of consumer promotions tied to major sporting events taking place this summer. For example, in San Diego, AFP is partnering with FOX 5 San Diego to provide consumers with the opportunity to win tickets to the USA vs. Paraguay match at SoFi Stadium in Los Angeles, one of the opening World Cup matches to be played in the United States.

The promotions are supported by tagged television advertising, digital media, social media and consumer engagement initiatives designed to increase awareness for Avocados from Peru and create excitement at retail.

In addition to World Cup-related programming, AFP is providing retailers with tagged television spots in some of the summer's most-watched programming, including the MLB All-Star Game and MasterChef, on select FOX local stations.

"AFP will be the only produce organization providing its retail partners with tagged television spots during World Cup broadcasts on select FOX local stations," said Equihua. "Combined with our tagged television presence during premier summer programming such as the MLB All-Star Game and MasterChef, this creates a unique opportunity to connect our retail partners with consumers while driving awareness and demand for Avocados from Peru."

THE CINCINNATI REDS NAME AVOCADOS FROM PERU OFFICIAL AVOCADO AND OFFICIAL GUACAMOLE

Major League Baseball will once again play an important role in AFP's marketing efforts through a partnership with one of baseball's most historic franchises, the Cincinnati Reds.

As part of the partnership, the Reds have designated Avocados from Peru as the Official Avocado and Official Guacamole of the Cincinnati Reds. The activation includes in-stadium branding, digital media, social media engagement, retail support and a season-long consumer sweepstakes centered around a custom Avocados from Peru-branded Toyota Tacoma pickup truck that will be awarded to one lucky fan later this season.

The partnership builds on AFP's successful sports marketing strategy, which in recent years has included collaborations with professional baseball organizations in key growth markets throughout the Midwest.

"The Midwest remains one of the most important growth opportunities for avocado consumption in the United States," said Equihua. "Many produce organizations focus their efforts on traditional high-consumption regions. We see tremendous potential to grow avocado consumption in markets where there remains significant opportunity to introduce new consumers to the nutritional benefits and versatility of avocados."

Later this summer, AFP will unveil a major partnership involving a National Football League franchise and a leading Midwest retailer, combining professional sports, retail activation and consumer engagement into a coordinated platform designed to create excitement and anticipation among consumers while supporting avocado sales at retail.

CELEBRITY AND MEDIA PERSONALITIES BATTLE FOR THE SILVER AVOCADO TROPHY AT SEAWORLD SAN DIEGO

Consumer engagement also remains an important component of AFP's marketing strategy. The 2026 campaign kicked off during the Viva La Música Taco Fest celebration at SeaWorld San Diego, where AFP hosted its Guacamole Challenge for the second consecutive year at the park.

The competition brought together celebrity and media contestants who competed to create the best guacamole in San Diego while vying for the coveted AFP Silver Avocado Trophy. The event generated significant consumer engagement, social media exposure and local media coverage while showcasing the versatility and culinary appeal of Avocados from Peru.

A DIFFERENT APPROACH TO PRODUCE MARKETING

Throughout the season, AFP's integrated marketing campaign will include retail merchandising programs, shopper marketing initiatives, social media activations, influencer partnerships, digital advertising, public relations efforts and consumer promotions designed to support retailers and increase avocado sales.

"Our strategy is fundamentally different," said Equihua. "Rather than relying on a single  influencer, we have built an integrated platform that combines retail promotions, sports partnerships, media activations, experiential marketing and community engagement. Our influencers are the teams, organizations and institutions we partner with. They already have passionate audiences and deep connections with consumers, allowing us to create larger platforms, deliver greater value to our retail partners and engage consumers on a much broader scale."

As Peru prepares to supply more than 200 million pounds of avocados to the U.S. market this summer, AFP believes its 2026 campaign will further strengthen consumer demand, support retailer performance and reinforce Peru's position as one of the premier avocado suppliers to the United States.