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AVOCADOS
The Super Bowl’s super-ssized, super-food On February 8, 2026, at Levi’s Stadium in Santa Clara, California, the Seahawks beat the Patriots. Even for people who don’t follow American football, many still tune in for the half time show and the commercials because, let’s face it, it’s all pretty entertaining. If you don’t live in the U.S., however, you may not know that a staple of Super Bowl gatherings is the avocado - with many joking that Super Sunday is actually “Guac Sunday.” In the U.S., the avocado industry actively connects with the Super Bowl, and it all began in 2015 when an avocado brand became the first fresh produce company to purchase Super Bowl ad time. Since then, the brand has leaned into interactive digital campaigns tied to the game - for example, offering AI tools that provide football predictions and guacamole or seven-layer dip recipe ideas during Super Bowl week. In the lead-up to the big game, hundreds of millions of pounds of avocados are shipped to the U.S. because demand spikes so dramatically. Last year, approximately 250 million avocados crossed the border from Mexico for Super Bowl consumption. The Super Bowl is no longer just about the game; it has become a celebration of rituals, socialising, food, and culture.
Super Bowl success
There are some very practical lessons the New Zealand avocado industry could borrow from avocado’s success with the ...continued
“New Zealand-grown avocados are a delicious and nutritious addition to any meal.” Brad says local consumers can consistently access high-quality avocados, supporting demand throughout the peak season and beyond. “By providing for domestic distribution alongside export commitments, the industry is working to maintain a balanced approach, ensuring reliable availability for retailers and food service providers across New Zealand.” Ensuring consistent domestic supply to increase consumption remains a key part of the industry’s broader strategy. The focus on domestic supply reflects a recognition of the importance of the home market - particularly in years when export conditions present uncertainties. Autumn is a key time for growers to
Super Bowl. dip (highly recom mmended) First, shift from selling “health” this side of the Paacific, order delicious New Zeealand to selling “lifestyle and social avocados through h BayFarms value.” New Zealand avocados and get them deliivered are often marketed around straight to your door. If you’re nutrition and export quality after deals or recipe ideas, - which matters - but that follow them on your socials. emotional layer is what makes a fresh product feel like a brand Maybe we could start the NZ-eight-layer dip and the rather than slogan “If it ain’t eight, it ain’t a commodity. great”… Thoughts? Second, could we ‘own’ an occasion? Avocados in the U.S. became synonymous with the Super Bowl In the lead up to the annual because the industry aligned itself with a Super Bowl, hundreds of cultural moment people already cared about. millions of avocados are For New Zealand, that could be the summer shipped to the U.S. Photo / Supplied BBQ season, Labour Weekend, or a major sporting event like the Rugby World Cup. Third, align the whole supply chain behind the moment. The Super Bowl success worked because marketing efforts (ads, retail displays, pricing, etc.) and supply timing were coordinated. If the New Zealand industry chose a defined ‘avocado moment,’ growers, packhouses, exporters, and retailers could synchronise operations and messaging to help drive the movement; everyone benefits from increased avocado sales. Finally, could we embrace an “avocado personality”? Produce marketing often plays it safe, but humour, bold visuals, and relevant storytelling are what helped avocados become fun and memorable overseas. New Zealand has a strong identity - clean and green, with unrivalled scenery in its growing regions - but there’s room to add a little more “something-something” so avocados feel like part of contemporary Kiwi life, not just a healthy ingredient. For now, if you want to try that seven-layer
gather information and plan for the season ahead. Setting trees up for success in spring can involve pruning and reviewing fertiliser plans. Brad says early crop estimates are beginning to build a picture for next season, with initial indications suggesting higher volumes are expected in the 2026–27 season. New Zealand has been exporting avocados for more than 45 years and now has access to more than 80 international markets - more than any other avocadoproducing nation. While producing just two per cent of global supply, New Zealand is the ninthlargest international avocado exporter. There are more than 4500 hectares of avocado trees planted in New Zealand, primarily in the Bay of Plenty and Northland. Steve Edwards
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