Xavier Equihua has always taken a multi-tactic creative approach to marketing.
His nimble, strategic philosophy was apparent as COVID-19 began to undermine agricultural marketing programs this spring and summer.
Equihua, CEO of the Peruvian Avocado Commission, which he helped establish, retooled all public relations programs that had been planned to raise the profile of Avocados from Peru and instead concentrated on retail-specific programs, like the first-ever Instant Rebate Coupon program for conventional avocados in the U.S.
He customized programs for each retailer partner and launched digital and traditional media buys in 19 markets with NBC and FOX.
Equihua also serves as the CEO of the World Avocado Organization, and he is managing director of Federal Strategies Group Inc., a governmental affairs firm based in Washington, D.C.
During his career he:
- Represented numerous major market-access campaigns for fruits and vegetables in Latin America, the European Union and South Africa
- Served as director for governmental affairs at the U.S.-Mexico Chamber of Commerce and chief of staff to the general representative of PEMEX
- Was the international trade and foreign policy adviser to the chairman of the Committee on Agriculture of the U.S. House of Representatives, where he worked on legislation to implement the agricultural chapter of the former North American Free Trade Agreement, federal promotion programs including the legislation that allows for the establishment of generic federal promotion programs through regulation, the National Organic Program and the reorganization of APHIS
International trade may well be in Equihua’s DNA.
Uncles who served as a congressman and an ambassador influenced him at a young age to take a global approach to politics and trade. And as the son of a doctor and a chemist, he quickly learned about the importance of fruits and vegetables in a healthy diet.
As he ventured into the world of international marketing, Equihua said he found a strong connection between lobbying and marketing.
“Lobbying to me is marketing, and marketing is lobbying,” he said, noting that the ultimate goal of both is to educate audiences about the benefits of the product represented with the use of multiple modular messages and tactics.
Equihua said his promotion strategy also frames agriculture as a generator of jobs in the exporting countries where the commodities are grown and in the importing nations where they are processed, distributed and consumed.
Environment and its impact on sustainability also are important considerations that he said he injects into his lobbying and marketing campaigns.
Equihua has an aversion to one-size-fits-all marketing programs, seeking out high-profile partners, including sports-themed activations with National Football League and Major League Baseball teams and even putting together the first World Avocado Cup regatta in San Diego.
He also developed a relationship with “the bible of gastronomy” — the Michelin Guide. Avocados are the only fresh agriculture product to partner with the legendary guide in its 100-plus year history.
After a successful pilot program to introduce organic avocados at a major U.S. retailer this year, Equihua said he plans a full-fledged marketing program in 2021.
He also plans to return a postponed project: the first promotion of avocados to Olympic audiences.
Equihua said he strives to tailor his message to his audience.
“There is not a single recipe or template that I use over and over again,” he said.
“Every campaign I represent is always evolving.”
Bob Lucy, partner at Del Rey Avocado Co. Inc., Fallbrook, Calif., has known Equihua for about 20 years, primarily through the Peruvian Avocado Commission, where Lucy is chairman of the marketing committee.
“He is one of the most creative promotion guys going,” Lucy said.
“He’s also very cost effective,” he added. “He’s like a one-man army.”
Rankin McDaniel, president of Fallbrook-based McDaniel Fruit Co., has known Equihua for 29 years.
“I have found Xavier’s analysis and approach to solving the issues of the day to be insightful, compelling and complete,” he said.
“His communications are clear, and his positive ‘let’s try something new’ forward-looking philosophy is always apparent in his efforts to properly advise, guide and assist in the continual growth of the organizations he represents.”