Avocados from Mexico has opened a new center in Irving where culinary professionals can learn more about and receive inspiration for preparing the creamy green fruit. 

The marketing subsidiary of the Mexican Hass Avocado Importers Association carved out space in its Irving headquarters at Urban Towers for the Culinary Innovation Center. 

The center includes an open-air kitchen and room for meetings and events, according to The Produce News‘ John Groh, who attended the Sept. 20 grand opening event. 

“I could not be more proud of what we created here,” said Alvaro Luque, president of AFM, during the celebration. “It started more than a year ago, and we are very excited to bring Mexico to the U.S. in this way, and to help chefs learn about Mexican avocados and inspire them to use the fruit in their creations.”

To celebrate the opening Chef Mark Garcia, director of foodservice marketing for AFM, and Chef Kent Rathbun, owner of Dallas’ Abacus restaurant, put together a menu of dishes inspired by avocados from Mexico.

In January, AFM will begin enrolling for Avocado University, which invites chefs and registered dieticians to earn continuing education credits through seminars about the fruit, according to The Produce News.

A screenshot of an #AvoSecrets commercial featuring actor and comedian Jon Lovitz. [Screenshot via Avocados From Mexico video]

AFM helps promote Mexican avocado producers. Its agency partner, Dallas-based Richards/Lerma, recently won Independent Agency of the Year at the 2017 FIAP Awards for its #AvoSecrets campaign produced for AFM. 

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