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Avocados from Mexico CEO wants to get Gen Z to gobble up the fruit in 2024


“Avocados don’t get boring at all,” Alvaro Luque, the president and CEO of Avocados from Mexico, told Business Insider.

Click here to read the story at

Discussion Questions:

  1. What is the difference between a for profit business and a nonprofit?
  2. Why do you think Avocados From Mexico organized as a nonprofit?
  3. Why do you think Avocados From Mexico spends money on marketing and advertising if they are a nonprofit?
  4. Have you ever seen any marketing from Avocados from Mexico? If so, where?
  5. Who is Alvaro Luque?
  6. Why is leadership important in business and why is it important to Avocados from Mexico that Mr. Luque excels as a leader?
  7. Good leaders can evaluate both successes and failures. What is one thing that Mr. Luque suggested the company “got wrong” in 2023, according to the interview published in this news story? As a leader, why is it important that he can acknowledge something they got wrong?
  8. What challenges does Mr. Luque expect the company to face in 2024?
  9. How might an effective business plan and SWOT analysis help the company to prepare and face those challenges?
  10. What is market segmentation?
  11. What is a target market?
  12. Who is Gen Z?
  13. In this news story Luque suggests he is excited to work with Gen Z. What did he call Gen Z?
  14. Why is Gen Z important to Avocados From Mexico?
  15. If you were advising Avocados From Mexico on the best way to reach Gen Z, what would you suggest? Be prepared to discuss your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.