Alvaro Luque

Alvaro Luque is the CEO and President of Avocados From Mexico (AFM), the top avocado brand in the U.S. Under his leadership, AFM has led the growth of U.S. avocado consumption to more than 2.5 billion pounds per year. Alvaro’s vision for making AFM the first fresh produce brand to advertise in the Super Bowl is one of many industry firsts that have positioned the brand as one of the most innovative produce companies in the world. With over 28 years of marketing experience, Alvaro has spent his professional career in leadership positions in the U.S. and across Latin America. Alvaro Luque began his career as a Merchandising Coordinator for Scott Paper Company. He was a Regional Marketing Coordinator for Sancela, a joint venture between Scott Paper Co. and SCA. Alvaro then moved to CEFA Commercial in 1995 as a Marketing Manager for the Food and Paper Products Division. In 1999, they became Marketing Director for Central America at Gruma, where he reorganized the New Product Development Process, implemented a Segmentation Strategy for tortilla brands, and developed a Strategic Brand Planning Process. In 2006, he was promoted to Marketing Vice President for Gruma Venezuela, where he developed and implemented a Strategic Brand Planning Process and a Strategic Consumer Assessment. In 2008, he moved to Gruma Latin America as Marketing Director, where he led the marketing operations for Central America, Venezuela, and Mexico, and developed and implemented a new Strategic Brand Planning Process. In 2010, he was promoted to Marketing Vice President for Gruma USA, where he led the brand segmentation strategy for the Mission Foods portfolio. In 2018, he joined the Association of National Advertisers as a member of the CMO Circle. In 2022, he joined the International Fresh Produce Association as a member of the Allied Association Roundtable Committee. Alvaro Luque has a comprehensive education history, beginning with a Bachelor of Business Administration (B.B.A.) from Universidad de Costa Rica UCR. He then went on to obtain a Graduate degree in Marketing from the same university. In 2001, they completed a Top Management Program (PAG) from INCAE Business School in General Management. Alvaro has also completed multiple executive education programs from Harvard Business School Executive Education, Kellogg Executive Education, and Yale University. These programs include a Certificate of Management Excellence, Executive Scholar Certificate, Disruptive Innovation, Leading with Advanced Analytics and Artificial Intelligence, The Strategy of Leadership, Leading and Sustaining a Culture of Innovation, Inspiring a Culture of Innovation, Leadership For Senior Executives (LSE), and Delivering Business Growth. Alvaro also completed a Kellogg on Branding program from Kellogg Executive Education in 2011.