Michoacan, Mexico's leading avocado producing state, has recorded the first drop in its volumes in the last five years. Even though it accounts for 88% of the national production, it has suffered a decrease of 2.2%. According to a report from the Agricultural Food and Fisheries Information System (SIAP), the state harvested 14,600 tons less than in the previous season. However, exporters have been able to comply with all the export programs contracted with the United States to date, as confirmed by the Association of Avocado Producers, Packers and Exporters of Mexico (APEAM). The APEAM has promoted a strong advertising campaign in the American Union to promote the consumption of avocados, under the Avocados from Mexico brand, with the collaboration of important chefs who have cooked various dishes with avocados. The campaign also included content in social networks, blogs, searches paid to Google and Bing and the Super Bowl, which was held on May 5, where consumption of avocados increases exponentially. Michoacan sent 121.908 tons of avocados for the Super Bowl. Michoacan has 167,745 hectares devoted to the cultivation of this fruit, concentrating 87.88% of Mexico's avocado production. Unfortunately, the greed to cultivate this economically profitable fruit has caused the intentional burning of protected forests and jungle to obtain more production areas. Source - https://www.freshplaza.com