The Super Bowl, a major event in the US, triggers a surge in avocado consumption, with around 74 thousand tons consumed, mainly for guacamole. The Mexican avocado industry, including companies like Apeajal and Avobook, is ready to meet this demand, with Apeajal alone planning to export 15,000 tons. Despite the 50% increase in avocado volume for two to three weeks around the Super Bowl, prices have remained stable or even decreased. The industry is grappling with challenges such as smaller fruit sizes and climate changes.