Consumer

College Football, Cinco de Mayo Drive Record US Avocado Imports

Workers at an avocado packaging facility in Uruapan, Michoacan state, Mexico.
Photographer: Stephania Corpi/Bloomberg

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By Michael Hirtzer and Daniela Sirtori

April 7, 2026 at 6:41 PM UTC

Americans’ love of avocados is getting a boost from college football and Cinco de Mayo.

The events are fueling demand for guacamole and driving imports of Mexican avocados to a record 2.6 billion pounds in the 2025-26 season. That’s more than previously expected, according to Alvaro Luque, who leads Avocados From Mexico, which promotes the fruit in the US.