Trust and respect empower us to be our very best. Always.
If our responsibility is why we exist and our purpose is why we matter, our mantra is how they come together to guide us. Like the seed of an avocado, it’s the origin of where good things grow.
this
meanswe:
DEVELOP THE
BEST PEOPLE IN
THE INDUSTRY
We hire people who inspire us and never
stop investing in them, personally and
professionally, so that we never stop
improving.
Lead by example
We hire people who inspire us and never
stop investing in them, personally and
professionally, so that we never stop
improving.
TRUST AND
LEARN FROM
EACH OTHER
We hire people who inspire us and never
stop investing in them, personally and
professionally, so that we never stop
improving.
NEVER
COMPROMISE
INTEGRITY AND
TRANSPARENCY
We hire people who inspire us and never
stop investing in them, personally and
professionally, so that we never stop
improving.
Like guacamole, our individual flavors are our recipe for success.
We recognize and respect our differences—they’re what make us so successful! As category leaders, we’re looking to drive the industry, not dominate it; we’re making the best bowl of guac, not just the biggest.
this
meanswe:
UNLEASH
THE POWER OF
COLLABORATION
We encourage feedback and challenge one
another respectfully to find the very best
collaborative solutions. Our biggest moments are driven by a team, not an individual.
EMBRACE
AND EMPOWER
DIVERSE THINKING
We are proud to be a melting pot of fresh
perspectives and personalities that are
always trying to do what has never been
done before.
FOSTER
A CULTURE
OF LEARNING
We support those who strive to never stop learning and encourage new thinking because we believe that continuous education is the key to turning barriers into solutions.
ACT AS A
RESPONSIBLE
CATEGORY LEADER
We represent so much more than just our
company and our brand. We are a culture. For that, we operate with the intention of expanding our footprint and making people fall in love with our fruit.
Innovation is great, but strategy is king.
Demanding excellence in creative marketing is key to cultivating the pathway to our success. We measure everything we do because the drive for high performance and holding ourselves accountable through measurable results will get us where we dream of going.
this
meanswe:
ARE THE
STRATEGIC
CATEGORY CATALYST
We prioritize developing a long-term, holistic strategy and an intelligent
marketing foundation with the purpose
of creating sustained, steady growth.
BELIEVE IN THE
POWER OF
BRAND BUILDING
Only our passion could build a brand in a brand-less category because we believe strong brands ignite passion, inspire minds, and push through boundaries.
PRIORITIZE
QUALITY TO DRIVE
PERFORMANCE
We focus on the big picture by prioritizing
the projects that have the greatest impact
on our business and using our time and
capital most efficiently.
MEASURE
EVERYTHING
We measure everything (including
ourselves) to drive performance and
ensure that everything we create always
exceeds expectations.
We never settle.
We are curious-minded and have a relentless passion for disruption that delivers results. Our ideas are constantly evolving. We’ve broken the produce marketing mold before, and we’ll do it again.
this
meanswe:
BREAK THE
PRODUCE MOLD
We love our produce industry but like to see
beyond it by bringing the best of CPG to fresh.
With that, we purposely challenge conventional
thinking to continue doing what no one
else has done.
INNOVATE
FOR IMPACT
Innovation is in our DNA, and we nurture it in our daily life at AFM. We understand that good innovation comes with a risk but, when successful, is the best way to move the needle. We want new ideas to impact and build our future, not the ones that shine for a day.
ARE TRAILBLAZERS
AND MAKE IT COUNT
We have a competitive spirit and pride ourselves on being first in many ways in our industry.
That gives us an edge, but to keep it, we must
always focus our innovative efforts on winning strategies that matter most to our business.
FAIL FORWARD
The path to successful innovation is defined by the courage of trying new things, experiment, and test. Though we may falter along the way,
our learnings will make us stronger. When
needed, we will take baby steps, but when
ready, we will scale and conquer.
Mexicanity is in our name, so it’s part of our every day.
It means working hard, living vibrantly, and spreading positivity in everything we do. We believe there’s fun in everything –and we know where to find it–because the world can always use a little more joy.
this
meanswe:
Work hard
and celebrate our wins
We know winning is contagious, so we
take time to acknowledge one another’s
contributions to our combined success and
encourage working together to create
a tradition of winning.
BELIEVE
ATTITUDE IS
EVERYTHING
We take our work very seriously because we
take so much pride in what we do. But if we
take ourselves too seriously, we’ll lose sight of why we do it. Attitude is everything.
FIND FUN
ANYWHERE
We choose to find fun in everything we
do and everywhere we are. Our work, our
company, and our brand reflect the good
times we strive to inspire in our people and everyone else around us.
SPREAD THE
MAGIC OF
MEXICANITY
We believe so much in celebrating good
times that we created our own word:
Mexicanity. By working hard, living vibrantly,
and celebrating through positiveness, we can bring the spirit of Mexicanity to life and share it with the world.
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