Money & Business

Avocado Group Steps Up With a Mean Green Website for Restaurants

By / Nov 21, 2019 (barmalini/iStock/Getty Images Plus)

Avocados From Mexico is encouraging the foodservice industry to think bigger about the possibilities for guacamole on their menus.

If you’re trying to encourage new opportunities for the industry you represent, you might want to take a good look at the world of avocados for some inspiration.

Recently, Avocados From Mexico (AFM), the trade group known for its Super Bowl ads, launched an effort to highlight the possibilities of the trendy green fruit to the foodservice industry. The new microsite, Guacabilities, aims to help restaurants and similar facilities maximize their guacamole presence—including ideas on how to serve and store it, and research on what consumers prefer. And, of course, there are recipes—lots of them.

“At Avocados From Mexico, we strive to better understand restaurant patrons and provide operator partners with key insights to help drive business growth,” the organization explained on its website.

To help with that, the trade group put together a study of guacamole eaters that highlighted how consumers tended to like their guac (fresh, mostly mashed), what ingredients they expect (lime juice, onion, cilantro, garlic powder, tomatoes, and sea salt), and what dishes they prefer as menu pairings (tacos and quesadillas). Most notably, according to the Guacamole Patron Study [PDF], most consumers (78 percent) expect guac to be included in the price of Mexican foods.

In a news release, AFM Senior Director Culinary & Food Service David Spirito noted that the site will help foodservice operators understand what’s possible with an ingredient that seems to be showing signs of staying power.

“The launch of Guacabilities.com will help restaurateurs and foodservice operators remain at the leading edge of this trend,“ Spirito said. “We look forward to sharing our wealth of knowledge with present and future partners to serve and delight their guests, so they keep coming back for more.”

Already, reviews are strong: Fast Company called Guacabilities “the best guacamole website in history.”

It not only looks good, but it spreads an important mission. A green one, with cilantro.

Ernie Smith

Ernie Smith is the social media journalist for Associations Now, a former newspaper guy, and a man who is dangerous when armed with a good pun. More »

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