U.S. Navy Invites Avocados From Peru to Participate in America’s Historic 250th Anniversary Maritime Celebration

From left to right: Mario Lanzone, Giuseppe Lanzone, Capt. Vince Libasci, Xavier Equihua, Ambassador Juan Pablo Vegas, Consul General Del Aguila, Admiral David Mazur, Kevin Chafee, Luke Sears

FOR IMMEDIATE RELEASE

Washington, DC, July 7, 2026 — Avocados From Peru was honored to participate in America’s 250th Anniversary Maritime Celebration at the invitation of the U.S. Navy, hosting a Superfood Breakfast aboard the USS Arlington on July 2 as part of the historic International Naval Review 250 in New York Harbor.

The breakfast recognized the service and dedication of the men and women of the U.S. armed forces while highlighting the role fresh, nutrient dense foods can play in supporting health, wellness, and sustained energy.

Sailors and honored guests enjoyed a breakfast with avocados and smoothies featuring fresh avocados and blueberries from Peru, showcasing the versatility and nutritional benefits of two of Peru’s premier agricultural exports.

“This was an extraordinary honor for Avocados From Peru,” said Xavier Equihua, president and CEO of the Peruvian Avocado Commission. “To be invited by the U.S. Navy to participate in the commemoration of America’s 250th anniversary was both a privilege and a meaningful opportunity to recognize the men and women who serve our country. It was especially rewarding to see Peru represented not only through our Superfood Breakfast aboard the USS Arlington, but also by the presence of the B.A.P. Unión, one of the world’s largest and most impressive sailing training ships, during Sail250.”

The USS Arlington, a San Antonio-class amphibious transport dock, is named in honor of the victims and first responders at the Pentagon following the September 11, 2001 terrorist attacks. During the event, Capt. Vince Libasci, commanding officer of the USS Arlington, welcomed guests aboard and shared the ship’s mission and history. 

The celebration also highlighted Peru’s participation in Sail250 through the B.A.P. Unión, which joined tall ships and naval vessels from around the world in one of the largest international maritime gatherings ever held in the United States.

Honored guests included Ambassador Juan Pablo Vegas, Chargé d’Affaires of Peru to the United Nations; Oswaldo Del Aguila, Consul General of Peru in New York; Luke Sears, president of LGS Specialty Sales; and Giuseppi and Mario Lanzone, founders of Peruvian Brothers.

The Superfood Breakfast is one of several signature initiatives featured in the Avocados From Peru 2026 summer promotional campaign, which combines retail promotions, sports partnerships, culinary events and strategic media initiatives designed to increase avocado consumption across the United States.

As Peru’s avocado season reaches its peak, Avocados From Peru continues to promote healthy lifestyles by introducing consumers and foodservice professionals to innovative ways to enjoy fresh avocados while creating memorable experiences through partnerships that celebrate community, nutrition and wellness.

About Avocados From Peru
Avocados From Peru is the promotional brand of the Peruvian Avocado Commission, a U.S. non-profit organization operating under the Federal Promotion Program for Hass Avocados and overseen by the U.S. Department of Agriculture. The Commission represents Peruvian avocado growers, exporters and importers and is dedicated to increasing awareness and consumption of fresh Peruvian avocados throughout the United States.

Avocados From Peru Launches 2026 Summer Campaign Featuring National Retail Promotions, America’s 250th Anniversary Celebrations, Sports Partnerships and Consumer Activations

WASHINGTON, DC, June 3, 2026 — Avocados From Peru (AFP), the consumer-facing brand of the Peruvian Avocado Commission, today announced its 2026 U.S. summer marketing campaign, a comprehensive integrated program designed to support approximately 200 million pounds of Avocados From Peru expected to reach U.S. consumers this season.

The campaign combines retail promotions, sports partnerships, consumer sweepstakes, media integrations, experiential marketing and community engagement programs designed to drive avocado consumption throughout the peak summer season.

Supporting Retailers Coast to Coast

The campaign is supported by customized programs with many of the nation’s leading retailers from coast to coast. It includes digital advertising, instant rebates, sweepstakes, social media promotions, merchandising support and consumer engagement initiatives designed to drive avocado consumption throughout the summer season.

According to Xavier Equihua, president and CEO of the Peruvian Avocado Commission, AFP’s strategy reflects a broader vision that extends well beyond traditional produce marketing.

“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.

Jose Antonio Castro, chairman of the Peruvian Avocado Commission, added: “The 2026 season represents an important milestone for our industry as Peru is expected to export more than 200 million pounds of avocados to the U.S. Through strategic retail, sports, media and community partnerships, we are continuing to elevate the Avocados From Peru brand while reinforcing Peru’s long-term commitment to the U.S. market and supporting avocado consumption during the important summer season.”

Celebrating America’s 250th Anniversary

AFP has been invited by the U.S. Navy to serve an Avocados From Peru superfoods breakfast to sailors aboard USS Arlington during International Naval Review 250, a major maritime event hosted in the Port of New York and New Jersey during Fourth of July week as part of America’s 250th anniversary celebration.

International Naval Review 250 is scheduled for July 3-8, 2026, and is expected to bring together ships, aircraft and personnel from more than 130 invited navies and coast guards, along with more than 30 tall ships from around the world, including Peru’s BAP Unión.

“We are deeply honored to have been invited by the U.S. Navy to serve an Avocados From Peru breakfast to the men and women who serve during such an important historic celebration,” said Equihua. “This reflects the broader spirit of our campaign: bringing people together through meaningful partnerships, community engagement and memorable experiences centered around healthy living and fresh avocados.”

Cincinnati Reds Name Avocados From Peru Official Avocado

Among the campaign’s major highlights is AFP’s partnership with the Cincinnati Reds, one of baseball’s most historic franchises. As part of the agreement, the Reds have designated Avocados From Peru as their Official Avocado.

The activation includes in-stadium branding, social media engagement, fan experiences and a consumer sweepstakes centered around a custom AVO Reds Toyota Tacoma pickup truck. The promotion is designed to connect baseball fans with Avocados From Peru during one of the most important seasonal windows for fresh avocado consumption.

Later this summer, AFP will also launch a three-way partnership involving a National Football League franchise and a leading Midwestern retailer, combining professional sports, retail activation and consumer engagement into a coordinated platform designed to drive excitement and avocado consumption during the summer season. Additional details will be announced at a later date.

Bringing Sports Fans to Avocados From Peru

As part of its summer media platform, AFP is collaborating with select local FOX television stations on consumer promotions and retailer marketing programs tied to major summer sporting events.

The program includes a consumer promotion with FOX 5 San Diego that gives viewers the opportunity to register for a chance to win tickets to the U.S. Men’s National Team’s opening 2026 FIFA World Cup match against Paraguay at SoFi Stadium in Inglewood, California.

AFP is also providing participating retailers with custom-tagged television spots airing during FIFA World Cup coverage on select local FOX stations in key markets. Participating retailers will also have access to tagged television spots during premier summer programming, including the MLB All-Star Game and Gordon Ramsay’s MasterChef.

These media partnerships are designed to help participating retailers connect with consumers during key summer consumption occasions while expanding awareness of Avocados From Peru throughout the season.

Rather than relying on a single channel, AFP’s marketing strategy leverages a diverse network of partnerships across sports, media, retail, culinary and community platforms, creating multiple opportunities to engage consumers throughout the summer.

“Through tagged television spots during select summer sports broadcasts on participating FOX local stations, AFP is creating a unique opportunity to connect our retail partners with consumers while driving awareness and demand for Avocados From Peru,” said Equihua.

Guac Off Challenge at SeaWorld San Diego

AFP’s experiential marketing platform includes the third annual Guac Off Challenge, recently held at SeaWorld San Diego during Viva La Música and the SoCal Taco Festival, where celebrity media personalities competed for the coveted AFP Silver Avocado Trophy.

“Our strategy goes far beyond traditional produce marketing,” Equihua said. “Every element of our campaign, from retail and sports to media, social, experiential marketing and community partnerships, is strategically integrated to support our retail partners, strengthen consumer engagement and further position Avocados From Peru as the premium avocado of the summer season.”

As part of its “Eat Healthy, Live Green” philosophy, Avocados From Peru continues to promote the nutritional benefits of avocados, which naturally contain good fats and nearly 20 vitamins and minerals.

For more information, visit www.avocadosfromperu.com or contact media@avocadosfromperu.com.

About Avocados From Peru

Peru stands as a prominent global producer of avocados, renowned for its commitment to consistent quality, dependable supply and streamlined export infrastructure. Avocados From Peru, a nonprofit organization operating under the U.S. Federal Promotion Program for Hass Avocados, serves as the industry’s representative, encompassing growers, exporters and importers. Its primary objective is to facilitate the promotion of avocados from Peru in the U.S. market.

Global Leadership Awards honor two avocado industry pioneers whose vision, innovation and leadership helped shape Peru’s growth and the global avocado category

La Jolla, California – April 13, 2026 — The Peruvian Avocado Commission (PAC), through its flagship brand Avocados from Peru, proudly announced that Stephen J. Barnard and Bob Lucy were honored with the prestigious Global Leadership Award in recognition of their extraordinary contributions to the avocado industry.

The awards were presented on April 8, 2026, during a special dinner held at The Lodge at Torrey Pines in honor of the recipients, the evening prior to the PAC 2026 Annual Membership Meeting.

Stephen Barnard, co-founder and Chief Executive Officer of Mission Produce, was recognized as a true pioneer who helped transform avocados into a global staple through innovation in ripening, global sourcing, and category development. Over more than four decades, he built Mission Produce into a vertically integrated, billion-dollar business spanning more than 25 countries. His early and visionary investment in Peru helped establish the country as a leading global supplier, including founding the largest avocado packing operation in the world in Peru and becoming one of the largest avocado growers in the country. A bold and forward-thinking leader guided by his philosophy to “play offense” and “not be afraid to lose,” Barnard’s impact extended across the entire value chain and through his industry leadership, including service on the board of the International Fresh Produce Association.

Bob Lucy, co-founder of Del Rey Avocado Company, was honored for his nearly five decades of leadership and service to the avocado industry. A respected pioneer, Lucy played a key role in shaping the U.S. avocado market and expanding the global presence of the category. He served for many years as Chairman of the Peruvian Avocado Commission’s Marketing Committee and as a member of its Board of Directors, helping guide strategic growth initiatives and strengthen the positioning of Peruvian avocados in the U.S. market. His broader industry contributions included leadership roles with the California Avocado Commission and other international organizations.

“These awards recognized not only remarkable individual achievement, but also the spirit of vision, innovation, and partnership that drives our industry forward,” said Xavier  Equihua, President & CEO of PAC.

“Through our Global Leadership Award, the Peruvian Avocado Commission is proud to be the only organization in the avocado category that honors leaders whose vision and contributions have advanced both the global avocado industry and the growth of Peru as a leading origin,” said PAC Chairman Jose Antonio Castro. “Stephen and Bob exemplify the leadership, commitment, and long-term vision that continue to elevate our industry worldwide.”

The Global Leadership Award represents the highest level of recognition by Avocados from Peru, honoring individuals whose vision, commitment, and impact have helped shape the future of the global avocado industry.

About Avocados from Peru

Avocados from Peru serves as the marketing and promotional arm of the Peruvian Avocado Commission in the United States. Operating under the guidelines of the federal promotion program for Hass avocados, the organization is dedicated to building demand for Peruvian avocados through strategic retail partnerships, innovative marketing campaigns, and consumer engagement initiatives that promote healthy living and sustainable practices.

For more information about the event and Avocados From Peru, email media@avocadosfromperu.com.

Chicago Fire FC, Avocados From Peru, and Mariano’s Announce Winners of the #AvoFire Ultimate Soccer Sweepstakes

CHICAGO (Sept. 30, 2024) – Chicago Fire FC, Avocados from Peru, and Mariano’s today announced the winners of the #AvoFire Ultimate Soccer Sweepstakes. Launched on June 30, the #AvoFire Ultimate Soccer Sweepstakes provided fans with the opportunity to win an AVO Fire Co-branded 2024 Tesla Model Y.

 

Three finalists were selected to compete in the sweepstakes finale, a halftime competition during the Fire’s September 28 match versus Toronto FC at SeatGeek Stadium. The challenge pitted the contestants against each other as they kicked a ball from a distance and attempted to hit a four-foot-tall avocado replica placed near the center of a goal.

 

The Chicago Fire, Avocados From Peru, and Mariano’s congratulate the winners of the #AvoFire Ultimate Soccer Sweepstakes:

 

Grand Prize Winner (AVO Fire Co-branded 2024 Tesla Model Y) – Andres Arias

2^nd Place (Chicago Fire VIP Experience) – Blaine Bockhahn

3^rd Place ($2,000 Mariano’s Shopping Spree) – Joy Duson

 

Through the #AvoFire Ultimate Soccer Sweepstakes fans had the opportunity to win an array of different prizes, including Chicago Fire VIP experiences, a Mariano’s shopping spree, and the highlight of the sweepstakes – the AVO Fire Co-branded 2024 Tesla Model Y, wrapped in Fire-themed decals featuring the logos of Avocados from Peru, Mariano’s, and the Chicago Fire. Fans were able to enter the sweepstakes from June 30 until September 16, 2024 – National Guacamole Day – through a variety of channels including online at chicagofirefc.com/avocados, at their local Mariano’s market, via a QR code that appeared on the side of the AVO Fire Co-branded vehicle as it moved throughout Chicago, and the Fire, Mariano’s, and Avocados From Peru Instagram channels. The three finalists of the sweepstakes were chosen at random to compete in the halftime competition during Saturday’s match.

 

Chicago heads to the Queen City for a midweek encounter with Charlotte FC on Wednesday, Oct. 2, at Bank of America Stadium. The match is scheduled to kick off at 6:30 p.m. CT and will be broadcast globally on MLS Season Pass, and transmitted locally in Spanish on WRTO 1200 AM and in English on wlsam.com.

 

For additional information on Chicago Fire FC, including information on the 2024 MLS Season, please visit: chicagofirefc.com. For regular Club updates, follow Chicago Fire FC on Twitter (@chicagofire using hashtag #CF97), Instagram (@chicagofire), TikTok (@chicagofire), and Facebook at facebook.com/chicagofire/.

 

About the Peruvian Avocado Commission

The Peruvian Avocado Commission (PAC) is headquartered in Washington, D.C. It was established in 2010 to increase the consumption/demand for Avocados from Peru through advertising, retail promotion and public relations. The PAC’s promotional activities are conducted under the guidelines of the federal promotion program for Hass avocados, which is under the oversight of the USDA. Detailed information regarding these programs will be announced throughout the season. Avocados from Peru will be available in the U.S. from June through October. For more information about the PAC, please visit www.avocadosfromperu.com or email info@avocadosfromperu.com.