The Seattle Seahawks and the New England Patriots will face off in Super Bowl LX this Sunday, February 8th, at Levi’s Stadium in Santa Clara, California, home of the San Francisco 49ers . Millions of fans in the stadium and watching from various locations will enjoy this sporting event, where one of the special guests will be the Mexican avocado . But how does this Mexican product reach the tables of American fans?

One of the routes for the fruit known as “green gold” is through the Pharr International Bridge , a border crossing between Mexico and the United States, from where, months ago, with the shipment of perishables, avocados began to arrive in the United States.

Luis Bazán, general manager of the Pharr International Bridge, highlighted that 120 million pounds are moved through this route a month before the Super Bowl, and an increase of 2% to 3% is estimated for this year.

The executive also explained that avocados are one of the most important products in the region .

“It’s the most important thing at our border crossings. People from the Rio Grande Valley and the entire region consume a lot of it—who doesn’t like guacamole? For us, the avocado is a symbol of importance, commerce, and community,” he explained to T21.

The Association of Avocado Producers and Exporters of Mexico (Apeam) announced a historic season of Mexican avocado shipments leading up to Super Bowl LX, with a projection of 127,000 tons destined for the US market during the four weeks prior to the sporting event, which would represent a historic record, as well as an 11% increase compared to 2025, when 114,000 tons of this fruit were exported.

“This record projection is not just about volume, but about certainty in quality, size availability, promotional supply, and our promotional programs, designed to support our partners throughout the year, especially during peak demand times like the ‘big game’,” said Álvaro Luque, president and CEO of  Avocados From Mexico .

According to Apeam, 88% of exported avocados come from Michoacán and 12% from Jalisco . In Michoacán, the municipalities with the largest contributions are Tancítaro, Uruapan, Salvador Escalante, Ario de Rosales, and Tacámbaro; while in Jalisco, Zapotlán el Grande, Concepción de Buenos Aires, San Gabriel, and Zapotiltic stand out.

The passion of Mexicans for Super Bowl LX

According to Kantar , a market research agency, 70% of Mexicans plan to host the event at their homes , while 21% plan to go to a friend’s house, and only 7% will attend a bar or restaurant. The average cost of entertaining guests during the match is estimated to be between 500 and 1,000 pesos.

Regarding the food fans will enjoy, 70% said they will eat savory snacks as their first choice, while 56% will eat pizza. Hamburgers will be a popular choice at 46%. Wings and tacos will also be on the menu, at 44% and 40%, respectively. Meanwhile, guacamole will be on the table for  39% of Mexican fans .

Regarding the outcome of the game, the consulting firm revealed that Mexican fans are almost evenly divided; 49% believe the Patriots will lift the Vince Lombardi trophy, while 47% think the Seahawks will be the winners of Super Bowl LX.

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Aeroméxico Cargo boosts the supply chain with technology and an airline network that has transformed logistics in Mexico, operating an average of 2,800 weekly flights , both domestically and in North America, Central and South America, Asia, and Europe.

The airline handles everything from documents and general cargo to pharmaceuticals, musical instruments, technology, and high-value items, as well as works of art.

“A clear example of this commitment can be seen in the transportation of perishable goods, which represent a significant percentage of the cargo. During the months of September and October, two products stand out for their volume and for being true symbols of Mexico’s identity: avocados and a rich variety of miscellaneous products,” the company emphasized.

In 2024 alone, 95% of the total avocado transported by the airline was destined for Madrid, Spain . To ensure quality, the company implemented a detailed process that ranges from the use of refrigerated chambers to control temperature to customs handling . Once the plane lands, the product must be ready for delivery within a maximum of two hours.

Nationally, Aeroméxico Cargo is key in the distribution of miscellaneous products , mainly during the months of October and November, due to the Day of the Dead celebrations.

The company specified that products such as artisanal bread, mole, and grasshoppers travel from Oaxaca to Tijuana , following a rigorous protocol that includes temperature control, adequate packaging (such as sealed coolers), and coordinated schedules to avoid delays, “ensuring that our traditions arrive intact at their destination.”

“This subsidiary is much more than a transportation service; it is a trade facilitator, a cultural bridge, and a strategic partner for thousands of producers and businesses. Its ability to connect Mexico to the world and, in turn, unite the country’s diverse regions is a testament to its vision and commitment,” he stated.

He explained that the capacity of its compartments is strategically used for cargo on commercial passenger flights, which “positions it as the leading airline operator in the Mexican market.”

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The Association of Avocado Producers, Packers, and Exporters of Mexico (APEAM) announced the shipment of 96,379 tons of avocado to the United States as part of the May 5th celebration , a symbol of Mexican cultural pride in the North American country.

This date represents one of the seasons of greatest avocado consumption in the United States , along with the Super Bowl , especially for iconic dishes such as guacamole, which is part of the culinary identity during these celebrations.

These celebrations, in addition to strengthening the position of Mexican avocados in international trade, generate economic benefits for thousands of producing, packing, and farmworker families in Michoacán and Jalisco , contributing to regional development and job creation.

Mexico remains the leading exporter of avocados to the United States . In 2024 , avocado exports grew by 28.4% compared to 2023. This increase reflects the high demand in the United States , where annual consumption per person reaches four kilograms .

However, avocado exports have faced challenges such as security. In recent years, the United States Department of Agriculture (USDA) has temporarily suspended shipments from Michoacán due to incidents involving inspectors. Last year, exports were suspended at least once after inspectors were held up at a roadblock in the community of Aranza, Michoacán .

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In recent years, the Jalisco avocado has experienced significant growth in the international market, consolidating itself as a benchmark in quality and production.

According to Eleazar Oceguera Aguayo , president of the Association of Avocado Producers and Exporters of Jalisco (Apeajal) , exports to the United States have increased by 24% in the last three years.

“Little by little we have been paving the way, offering avocados with the quality that the market demands,” he said in an interview with T21.

Jalisco began its efforts to enter the export market in 2011, when production was still artisanal and access to international markets such as Japan, Europe and Canada was limited by certifications.

Over time, Apeajal worked to obtain the necessary permits, managing to meet global quality standards.

However, one of the main challenges has been the lack of recognition of the Jalisco avocado in some export protocols.

“Our products meet all the requirements, but the initial protocols only mentioned Michoacán, leaving Jalisco out of markets such as Chile and South Korea,” explained Oceguera Aguayo.

Expansion and logistical challenges

Growth in production has generated greater demand for transport logistics.

Eleazar Oceguera told this media that Apeajal has identified the need to strengthen the cold chain to ensure that the avocado arrives in optimal conditions at its destination.

Furthermore, with the possible incorporation of states such as the State of Mexico and Nayarit into the production of avocado for export, the sector faces new challenges in terms of transportation and distribution.

“We know we are going to grow. We are increasing production and expanding into more markets. But this also means we need to prepare ourselves with better transport logistics,” he said.

Currently, most exports to North America are made by refrigerated truck, but ocean shipping is a growing option , especially for markets in Europe and the Middle East.

“Right now we hardly sell to Europe, but maritime transport is a route that we are very interested in developing in the coming years,” said the president of Apeajal.

One of the main objectives of the sector is to ensure that Jalisco avocados comply with all the regulations of the destination markets.

Oceguera stressed the importance of collaboration between producing states to unify criteria and avoid discrepancies in regulation.

“Each state wants to set its own standards, but what really matters is that the avocado reaches the final consumer in the best possible quality,” he said.

With the consolidation of new export routes, improved logistics and a firm commitment to sustainability , Jalisco seeks to position itself as a global leader in the production and export of avocado, ensuring that its product reaches consumers around the world with the best quality.

Currently, Jalisco exports avocados to the United States, Canada, Central America, Japan, Saudi Arabia and Dubai; and they are laying the groundwork to reach China, South Korea, Chile and Brazil.

“Within three or four years, we will be talking about a considerable volume of exports throughout the world,” said Oceguera Aguayo.

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