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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In March of next year, the expansion of the facilities at the Pharr International Bridge will become operational , with the aim of increasing capacity and efficiency in this infrastructure.

Luis Bazán, director of the Pharr International Bridge, commented in an interview with T21 that the second phase is 70% complete, although there is a deadline with the construction company, which is January 13th, so that the closing of various processes can take place next month and thus begin in March 2026.

“The benefit is that we will have fast lanes from Mexico to the United States, from the beginning of the customs route until we exit into the United States. This means that everything that is certified will pass through faster, the crossing will be more efficient, and ultimately we will have these lanes that not all bridges have,” he explained.

He explained that another benefit will be improving the times, which are currently between 45 minutes and one hour, so the products that have the certification will be reduced to between 10 and 15 minutes .

“The goal is for more companies to see the value, that we have this chain of certificates, and that they can join and cross over faster,” he said.

Bazán also mentioned that there is another project focused on imports that will be finalized in August or September of next year.

“We are going to optimize cold chain inspections, improve inspection processes; basically, these are new platforms. We are expanding the platform for all dry goods and cold storage facilities for agricultural products. Along with this comes a new agricultural center and laboratory for the region where training will be offered in the future,” he emphasized.

According to the executive, the expansion of the bridge’s infrastructure, on the Mexican side, has already been completed and has begun operations.

Luis Bazán explained that in September of this year alone, compared to the same month in 2024, there has been a growth of almost 17% in freight transport from the United States to Mexico, as well as a growth of almost 5% in total revenue by the ninth month of 2025.

In 2024, $50 billion in trade crossed the Pharr International Bridge , representing an 8% increase in exports and a 10% decrease in imports.

Given the tariff policy and uncertainty, Bazán pointed out that “we turn it around and see opportunities” to increase the efficiency with which they operate, so they will seek to expand the hours of operation of the customs offices that exist in this infrastructure.

“We need to extend operating hours to ensure everyone is on the same schedule, since Mexico currently closes at 4:00 PM on holidays, but there are many other things that need to be done.” We are living in uncertain times, but we must negotiate. We have the opportunity to be at the table, to be on the platforms, to be part of the discussions, because we represent the carriers, clients, customs brokers, the entire supply chain,” he emphasized.

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Therefore, public policies and private investments in these sectors are essential to ensure that Mexico remains a first-class manufacturing and export center.

Furthermore, the constant improvement of logistics infrastructure will allow the country not only to maintain its leadership in traditional sectors , but also to explore new opportunities derived from nearshoring and market diversification, according to the specialists.

At the panel on Innovative Strategies in Infrastructure, Logistics and Customs at the 30th Foreign Trade Congress  of the  Mexican Business Council for Foreign Trade, Investment and Technology (Comce) , the panelists agreed that customs, highways, railroads, international bridges and well-equipped industrial parks are the pillars on which the country’s competitiveness in global trade is built.

Miguel Cos Nesbitt, president of the  Confederation of Customs Agents Associations of the Mexican Republic (CAAAREM) , highlighted the importance of the Mexican customs system in the equation that leads to success in Mexican international trade.

He pointed out that the country’s 50 customs offices represent 40.7% of domestic trade and generate 30% of national revenue , so their role is fundamental to Mexico’s economic development.

“The Mexican customs system has been key to positioning us as the world’s ninth largest exporter, allowing high-quality products to quickly reach our main trading partners, such as the United States and Canada,” said Cos Nesbitt.

On the other hand, the Mexican railway sector is another key aspect of the logistics infrastructure, which is why Oscar del Cueto, president of Canadian Pacific Kansas City (CPKC) , highlighted the impact of multi-million dollar investments in the Mexican railway system.

According to del Cueto, more than five billion dollars (mdd) have been allocated to the modernization of tracks and the expansion of railway capacity in the country.

“Railways are an economical, ecological and increasingly competitive means of transport for Mexico. We not only transport large volumes of goods, but also refrigerated products, which increases our competitiveness in the global market,” he said.

He said that the railway is crucial not only for heavy and non-perishable products , but also for diversifying trade, with 36% of cargo in Mexico moved by train, which represents a significant change in the country’s logistics.

Likewise, the development of well-located industrial parks with state-of-the-art infrastructure has also been one of the priorities for the growth of Mexico’s foreign trade, said Jorge Avalos Carpinteyro, president of the Mexican Association of Private Industrial Parks (AMPIP) .

He said that investments in energy infrastructure, telecommunications, renewable energy and electric mobility within industrial parks are crucial for the competitiveness of the Mexican market.

Additionally, international bridge infrastructure has also been key to modernizing cross-border trade, which is why Luis Bazán, general manager of the Pharr International Bridge , highlighted the importance of improvements to the bridges connecting Mexico and the United States.

“Investments in our bridge infrastructure allow for more agile transit of goods and reduce waiting times, which is essential to maintaining competitiveness in cross-border trade,” said Bazán.

The Pharr-Reynosa Bridge , one of the main crossing points between both countries, has undergone improvements that allow for a greater flow of goods, both manufactured and perishable.

These infrastructure investments, combined with improvements at nearby ports such as the Port of Brownsville, as well as infrastructure improvements on the Mexican side , strengthen Mexico’s connectivity with its trading partners in North America.

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