Deez Interviews: Meet an avocado advocate (advocado??)

One of the craziest aspects about ~the media industry~ is how equal parts glamorous/intimidating and weird/absurd so many actual jobs in it can be. So, in an attempt to dispel some of the mystique surrounding what it is we all do, Deez Links will be spotlighting one Real Actual Media/Media-Adjacent Job each Friday, with the hope of making this giant clique of an industry less so (plus maybe you’ll learn a thing or two?? Eh???).

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Introducing: ~~~Deez Interviews.~~~~ And first up for this week: An actual real life avocado pusher giving us some insight into the avo industrial complex!!

The job: an account manager for an unnamed avocado marketing conglomerate

The hustle: As an avocado pusher, you work on getting hella fresh avocados on the menus of places like Wendy's and Moes

So, how does marketing avocados differ from marketing any other product?

It’s totally weird and unique. Avocados come with a whole wacky set of considerations that differ from a CPG product you’d find on the shelf. Since I work in foodservice (a.k.a. wherever humans eat-restaurants, groceraunts, university dining halls, etc.), we’re working with corporate executive chefs and decision makers to convince them it’s possible for them to serve avocados on their menus.

What’s the hardest part about convincing a place like Wendy's to add avocados into their menu?

Their main roadblock is proper sourcing and ripening. We’ve all experienced the disappointment of waiting a day too long before cracking open an avo, only to be disappointed with a brown mess ☹. Think of that fear, but on a massive scale, and your locations across the country not getting the proper ‘cado for that delish southwestern burger.

We’re trying to clear that fear up through education and outreach to these decision-makers and let ‘em know that you can pick an avocado off the tree in Mexico and get it to NYC on a dinner table in 48 hours. Not only that, but there are 5 stages of an avocado, from rock hard all the way over to majorly ripe (stage 5), so you can get the correct stage you need for the dishes they have on their menu delivered at just the right stage.

Wait so liiiiike….do you get a lot of free avos??

No, and it’s the biggest letdown ever. One time we had a shipment arrive too late to the office for an event, so we had 100 giant avocados to give away. In classic fashion, I was working from home that day and didn’t get any of the bounty ☹. I did get to go to Mexico twice thoooo so I guess that makes up for it.

It seems like, thanks to media + Instagram + like, the staying power of guacamole, I guess, that avocados are synonymous with the millennial generation. Why do you think that is? Is it because of some really smart marketing from people like you, or something else?

All of the above. The biggest factor in the avocado’s rise to fame most likely has to do with the rise in imports of Mexican avocados. Up until the late 90’s, the US government restricted imports on avocados from other countries (lame). Once the restrictions were lifted, sales have shot up year over year and avocados have become available year-round, whereas California production is only in the summer time. The widespread availability starting in the early 2000’s + aggressive PR campaigns, combined with the fact that they taste so damn good is a recipe for avocraziness.

Okay so what is your personal fave way to consume an avocado?

I never say no to a crusty piece of sourdough bread, avo mash, and a fried egg with all the goods on top. It was a major fear of mine when I started working on the account about two years ago that I’d get tired of avocado, but that’s proven impossible so far. *Sigh* I’ll guess I’ll never be able to buy a house though. ¯\_(ツ)_/¯

Can you give us some more avo fun facts?

Avocado trees in Mexico bloom four times a year (which is craaaazy), and you can leave an avocado on the tree for up to 6 months before it needs to be harvested. Also, the main type of avocado is a Hass avocado, but there’s also a type called the criollo avocado that has skin thin enough to bite through and eat like an apple (it sounds weird but it’s p. good)

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Damn, this shit sounds like a dream job, no? Especially at a time when the #avobrand game is so strong. If you’re interested in being profiled, hit me up! All subjects may remain anonymous if they wanna, because we aren’t snitches here at Deez.

Note: this interview has been edited and condensed for clarity obvi. Also Deez Links will be in a BBQ state of mind ‘til Wednesday. Have a great, avocado-filled Fourth!!