We wear avocado masks to beautify ourselves. To protect our skin. To make ourselves feel pretty and healthy. But masks also prevent us from seeing what is happening right in front of us.

The super consumed avocado is one the best marketed products in the western world. It is marketed as a super food which everyone should consume if they care about their body. But it is also one of the most destructive products in the world. Due to high avocado consumption, water resources are being depleted causing droughts. Land becomes barren. People in third world countries starve not because of lack of land or resources, but because of the western hunger for avocados that is eating away their food supply.

In this piece of art we want to show this contradiction and raise awareness of the story behind the avocado on instagram. We chose this digital form as our target group, millennials, are also characterised as the ‘avocado generation’.

The avocado industry is worth 2.3 billion dollars. We only need 1 billion dollars to feed Africa. Which choice are you making today?