What if I told you, that you are actively supporting a Mexican drug cartel? Mexico leads the worlds avocado production, it supplies 45 percent of the international avocado market. But what many consumers do not know about the avocado they are purchasing, is that is harbors a dark, violent secret. The Mexican avocado industry is in the hands of a drug cartel, Los caballeros Temelirios. Which means that the avocado farmers are pressured into giving their profit to the drug cartel. Every year 152 million dollar is handed over to the drug cartel in the form of extortion payments. When a farmer refuses, he will pay with his life. To prepare an avocado, one slams a knife into the pit in order to remove it from the flesh. With this insight we carved faces of the Mexican farmers into the avocado pits. In order to visualize that the farmers are trapped inside their own enterprise, which (indirectly) leads to the consumer beheading the farmer. Made at Fabrica communication research Centre In collaboration with Laura Hooreman, Rosa Cherim and Guido van Werkhoven

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What if I told you, that you are actively supporting a Mexican drug cartel? Mexico leads the worlds avocado production, it supplies 45 percent of the international avocado market. But what many consumers do not know about the avocado they are purchasing, is that is harbors a dark, violent secret. The Mexican avocado industry is in the hands of a drug cartel, Los caballeros Temelirios. Which means that the avocado farmers are pressured into giving their profit to the drug cartel. Every year 152 million dollar is handed over to the drug cartel in the form of extortion payments. When a farmer refuses, he will pay with his life. To prepare an avocado, one slams a knife into the pit in order to remove it from the flesh. With this insight we carved faces of the Mexican farmers into the avocado pits. In order to visualize that the farmers are trapped inside their own enterprise, which (indirectly) leads to the consumer beheading the farmer. Made at Fabrica communication research Centre In collaboration with Laura Hooreman, Rosa Cherim and Guido van Werkhoven
What if I told you, that you are actively supporting a Mexican drug cartel? Mexico leads the worlds avocado production, it supplies 45 percent of the international avocado market. But what many consumers do not know about the avocado they are purchasing, is that is harbors a dark, violent secret. The Mexican avocado industry is in the hands of a drug cartel, Los caballeros Temelirios. Which means that the avocado farmers are pressured into giving their profit to the drug cartel. Every year 152 million dollar is handed over to the drug cartel in the form of extortion payments. When a farmer refuses, he will pay with his life. To prepare an avocado, one slams a knife into the pit in order to remove it from the flesh. With this insight we carved faces of the Mexican farmers into the avocado pits. In order to visualize that the farmers are trapped inside their own enterprise, which (indirectly) leads to the consumer beheading the farmer. Made at Fabrica communication research Centre In collaboration with Laura Hooreman, Rosa Cherim and Guido van Werkhoven