translated from Spanish: Super Bowl 2019: how is that the Mexican guacamole became dish star of the sporting event


A super bowl guacamole is one of the inevitable centerpieces on Super Bowl Sunday.
The popular dish of avocado is one of the appetizers star fans of American football in the United States, where each year are sold more than 100,000 tons in the first five weeks of the year.
That coincides with the time of the finals (playoffs) of the NFL and the Super Bowl, which takes place the first Sunday of February.
For this year, the producers of Mexico – country that covers 80% of us consumption. UU-sent a turnover record of 120,000 tons.
The enormous benefits for the Mexican economy of the Super Bowl, the grand finale of the American football that is 20,000 tons more than in 2018 and involves a truckload of avocado leaves every 8 minutes from Michoacan, this fruit-producing West of Mexico State to meet the great demand us.

In Michoacan, Mexico, about 26,000 farmers harvest 134,000 acres of avocado export.” We realized that playoff in the finals of the NFL was consumed much ‘guacachips’ “, says BBC World Gabriel Villasenor, President of the Association of producers and Packers exporters of avocado from Mexico (APEAM).
The dish of “guacachips” is the expression in English of guacamole with chips or tortilla chips, as it is called in Mexico to the tortilla chips fried to taste the avocado.
Dominican Republic, Peru, Chile and the State of California (USA) are the other suppliers in the U.S. market.
Carla, the huge mutant avocado that fights a Dominican family in U.S. courts
But of 1.15 million tons sold last year in the United States, slightly more than 900,000 were Mexico, according to the Hass Avocado Board in that country.
In the U.S. the combination of deep fried tortilla chips (chips) with guacamole gave rise to the term “guacachips”. why you become popular?
The guacamole is a dish whose recipe comes from pre-Hispanic times in Mexico.
Its name comes from the conjunction of ahuacatl the word from the nahuatl for avocado, and “molli” language, which means sauce. The ahuacamolli or guacamole, then, literally means avocado sauce.
How the avocado went from being “an evolutionary anachronism” conquer the world in United States is a favorite snack of Mexican food restaurants.
Nielsen, one of the main consultants market research and consumption in the United States, attributed its popularity to the growth that has occurred in the country of “multicultural consumers”.
A mortar called “molcajete” in Mexico is the traditional tool for making guacamole. They are people who have a cultural origin varied, either by their ancestors or relations that make in the places where they live with other cultures, and that influence to other consumers.
“In United States is noticeable the influence of Latino culture, mainly in music, dance and food,” explains Nielsen in a report by 2015.
The 10 United States cities where most latinos live “we have seen a significant growth in the purchase of consumer products such as tequila, tamales, avocado, guava, lime, guacamole, carnitas, among others, and not just driven by the” “latinos, but by non-Hispanic consumers”, adds.
Guacamole that multicultural consumer dynamics, which Nielsen identifies as the “fastest growing economy” has benefited us.
The Super Bowl is one of the events that generates more profits for producers of avocado. Prohibition to the Super Bowl despite its popularity in recent years, up to two decades ago buyers Americans had no access to the Mexican avocado.
The U.S. Government maintained a ban on imports of avocados coming from that country for 87 years, from 1914 to 1997, because it was believed that it represented a risk to agriculture.
“In 1997 found that the State of Michoacán was free of screwworm”, explains Gabriel Villaseñor of the APEAM.
That opened the doors of the U.S. market in a gradual way.
For 2005, the Mexican producers got access to all 50 States, including California, which is the sole domestic producer of the country.
The great success of the Mexican avocado and a taste for the guacamole led the APEAM to ally themselves with the Association of importers of avocado Hass Mexican American and created advertising identity Avocados From Mexico(“Aguacates de México”).
Export of Mexican avocados to the USA peaks occur in the weeks leading up to the Super Bowl… This was the first brand of the agricultural sector to pay a television in the Super Bowl, commercial event in the a 30 seconds ad costs about $5 million.
“It has paid off. These dates have grown greatly in consumption. This year will break record with 120,000 tonnes,”celebrates Villaseñor.
This year at the Super Bowl will be the next announcement of AFM: the Hass Avocado Board figures show Querepublica Dominican also has his best time of export to the USA in the weeks of the end of the NFL.
Hidden damages causing the avocado, the “green gold” of Mexico but in those four weeks of January and the first of February, Mexico placed 90% in comparison with its competitors.
I.e., nine of every 10 Avocados in the U.S. markets during the Super Bowl are Mexico.

Original source in Spanish

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