Avomagazine 02 English

E D I T I O N

Nº 2

JAN / FEB / MARCH 2025

The avocado revolution: how it is changing market AVOCADO IN MEXICO

THE GIANT'S PROJECTIONS FOR 2025

EUROPE, AND THE DIVERSITY OF ACTORS

WILL IT BE ENOUGH FOR EVERYONE?

MOROCCO IN THE SIGHT

THE NEW PLAYER REVOLUTIONIZES THE EUROPEAN MARKET

SUSCRIBE TO

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avobook.com / ÍNDICE

06 - 07

EUROPE and the diversity of actors: Will it be enough for everyone?

08 - 11

MOROCCO in the spotlight: The new player that revolutionizes the European market

12 - 15

PREMIUM REPORT

26 - 27

Growth of COLOMBIAN avocado: “We must be capable of moving all the fruit that we will produce in the coming years”

28 - 33

PREMIUM REPORT

34 - 35 16 - 17

PERÚ is preparing a season with fewer shocks and consolidated volumes in Europe and Asia

Carmen Gloria Lüttges and the future of the Chilean avocado: A vision of the challenges and new strategies

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“Between May and July there will be a greater concentration of Peruvian avocados in the market”

19 - 21

PREMIUM REPORT

37 - 38

“BRAZIL’S avocado has already managed to consolidate a fixed clientele”

PREMIUM REPORT

Avomagazine Director Sebastián de la Cuadra I. General Editor Paulina Ormazábal M. Avobook Director Gabriel Velásquez O. Data Analysts Tomás de la Cuadra V. Diego de la Cuadra V. Journalists Claudio Espejo B. Trinidad Navarro T. Commercial Manager Jorge Molina D. Diego de la Cuadra V. Design and Layout Pamela Peréz R.

AVOMAGAZINE

Digital Support Esteban Pastenes G.

22 - 24

Avocados from MÉXICO: the giant’s projections for 2025

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REPORTE PREMIUM

39 - 41

The rise of the AFRICAN avocado: How to overcome the challenges to conquer the global market?

42 - 43

PREMIUM REPORT

AvoMagazine is a quarterly digital publication that has established itself as the most reliable and updated source on the global avocado market. In its pages, you will find specialized articles, expert comments and exclusive interviews with prominent personalities in the sector.

With distribution in more than 45 countries, AvoMagazine has become the indispensable guide for producers, exporters, importers and key players in the avocado market. Our mission is to provide valuable and relevant information to help our readers make informed decisions and stay abreast of the latest trends and developments in the avocado market.

EDITORIAL /

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:

UNDERSTANDING THE MARKET TO SEIZE OPPORTUNITIES By

SEBASTIÁN

DE LA CUADRA In recent years, those of us dedicated to the avocado industry have identified the need to make the data from the entire export chain more visible. We know that without transparency, we risk making poor decisions, leading to economic losses.

Understanding what is happening in destination markets, analyzing trade volumes in detail, and monitoring trends in producing countries are essential steps to identifying imbalances and uncovering opportunities in time.

This need gave birth to the Avobook Report, which later expanded into a full suite of data and content services, including AvoMagazine, now in its second edition.

Our goal is to be the world’s leading platform for avocado industry data and insights. We have built credibility to earn trust, becoming a powerful commercial tool that supports decision-making.

Reliable, industry-sourced, and expertly proces-

sed information benefits the entire supply chain— from producers and packers to exporters, receivers, customs, logistics, and transportation services. This motivates us to continue expanding our data sources, refining our analyses, and delivering more comprehensive industry reports.

When we talk about the “Avobook Community,” we mean it. Many of our users also contribute information, trusting us to process and present it in ways that enhance understanding.

This is a collective effort. True business success lies not in isolation but in collaboration. Understanding the industry allows us to maximize the opportunities it presents.

We invite you to explore this edition of AvoMagazine, a journey through the global avocado market, its numbers, projections, and challenges—bridging insights from both origin and destination of the fruit that connects us all.

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CEO AVOBOOK

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Europe and the Diversity of Suppliers:

WILL THERE BE ROOM FOR EVERYONE?

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In this continent, avocado demand continues to grow, and the high number of supplying countries contributes to a diversity of calibers and ensures that volume requirements are met.

But to what extent can this diversity coexist?

The European avocado market has two defining characteristics: first, it is growing—at a slow but steady pace.

Second, it is supplied by multiple origins. Peru leads this list, accounting for around 40% of the fruit traded on the continent. Below that, the rest of the exporters are experiencing a period in which the growth of some directly influences the commercial decisions of others.

Given this situation, several questions arise to understand what is happening in this market: Is there symmetry between the growth in consumption and the increasing supply from different origins in Europe? Can so many suppliers continue to coexist in a market where annual growth is no more than 10%?

AvoMagazine raised these questions with two seasoned experts in the European avocado market: Víctor Ruete, advisor at Tropical Millenium, a company belonging to Baika; and Fabrice de Jonge, former executive of the Dutch company Groot Fresh Group, who now owns his own import business, Exoticals.

Both agree that the potential for growth is significant, and therefore, the conditions exist for a market with multiple suppliers.

“Europe still has great potential for increased avocado consumption.

Currently, annual

per capita consumption in the region is THE IMPACT OF EMERGING SUestimated at just over 1 kg, while in the United States, it reaches nearly 4 kg per PPLIERS year. Additionally, it is important to consider that there are high-potential deAnother crucial difference between mand markets outside the 27 EU memEurope and the United States lies in ber states and the United Kingdom. This the number of supplying countries and indicates that supply can their market share. In the continue expanding to “Many of these U.S., approximately 85% meet a demand that still of avocados come from exporting countries has room for growth,” exMexico, while in Europe, share production plains Víctor Ruete.

However, the dynaseasons, making them multiple exporting countries coexist. mics of this evolution are more or less “Many of these exnot uniform across the competitive depending porting countries share continent. Certain areas, on seasonality production seasons, masuch as Eastern Europe, king them more or less are driving this increase. and their ability to Fabrice de Jonge expcompetitive depending diversify their lains that the growth curon seasonality and their ve is no longer as steep supply” ability to diversify their as in previous years supply. Peru, for example, Víctor Ruete when it reached around represents about 40% of 13% annually. Now, that the European market, whifigure has dropped to below 10% on le the rest is distributed among at least average, but with certain regions stanten different origins. In this context, ding out more than others. each country’s strategy to position its “For example, there is growing defruit is crucial in such a highly compemand in Poland, where purchasing titive environment,” warns Víctor Ruete, power is increasing. We see signifiadvisor at Tropical Millenium. cant demand in Scandinavia, Spain, This highlights a key characteristic and France due to their high per capita currently observed in Europe: the dynaconsumption. Additionally, the United mic shifts in market share.

Kingdom and Germany are also strong “The avocado industry is highly inmarkets due to their large population fluenced by climatic factors that signisizes,” he explains. ficantly impact production, leading to seasonal variations in supply. However, we have seen growth in both production and the participation of new origins. One example is Colombia, which has established itself as the world’s VICTOR RUETE third-largest Hass avocado exporter, Counselor of Tropical followed closely by emerging suppliers Millenium, a company such as Morocco and Kenya. Additiobelonging to Baika. nally, new players like Brazil, Tanzania,

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been remarkable. “I estimate that this year, their volume grew by nearly 50% compared to last year, increasing from around 60,000 to 90,000 tons,” de Jonge details.

Looking ahead, Ruete predicts that Morocco’s continued expansion could further reshape market dynamics, reinforcing the competitive landscape in Europe.

CHALLENGES: LOGISTICS AND TRANSIT TIMES Another key characteristic emerging in the European avocado market is the demand for different calibers, which varies depending on the type of buyer and the destination country. For this reason, Fabrice de Jonge firmly believes that multiple origins can coexist within the market. One of the key factors determining the success of an exporting country is its ability to supply both the right volume and calibers at the right time of the year and in line with the specific needs of each destination.

“Going back to the example of Morocco, it’s important to consider

FABRICE DE JONGE, owner of the importing company “Exoticals”.

that its growth is focused on large calibers. They don’t produce small sizes.

That’s why, right now (mid-February), there is strong market pressure on calibers 12, 14, and 16. This is why we need to manage multiple origins. For example, I source from Colombia, which supplies calibers ranging from 20 to 32.

That’s the advantage of having multiple origins—each local market demands different fruit,” he explains.

De Jonge points out that calibers between 16 and 22 will continue to be the most in-demand across Europe. However, there are important regional differences in size preferences: “For example, while calibers like 18 and 20 can be sold in various countries, the preferences are not the same everywhere. Here in the Netherlands, we don’t consume large calibers like 12 or 14. Those sizes are more suited to Southern Europe, particularly Spain and Italy.

Meanwhile, smaller calibers are more in demand in Northern Europe, including Scandinavia,” he explains.

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Mozambique, Guatemala, and Ecuador are expanding their presence in the market. With the continuous entry of new hectares into production, we can expect market share dynamics to keep evolving in the coming years,” explains Ruete.

By the end of 2024, signs of this shifting landscape became evident. One of the most notable was the strong push

by Morocco, which entered the market with both high volume and quality, extending its campaign until at least late February.

The evolution of Moroccan harvests could influence commercial decisions from other origins. Ruete points out: “The arrival of Morocco in the European market has been significant and has impacted the supply from other origins, such as late-season Chilean fruit, early Peruvian production, and particularly Mediterranean suppliers. Most Moroccan orchards are still young, meaning that many hectares are in the development phase and have yet to reach full productive maturity.”

In the short term, this new scenario presents a challenge for traditional winter-season suppliers like Israel, Spain, and Portugal, who must now adjust to increased competition during a period that has historically seen more limited supply.

Fabrice de Jonge shares this perspective, noting that Morocco has an additional advantage: lower prices due to the absence of a strong domestic market like Chile’s. Moreover, its growth has

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Morocco in the spotlight:

The new player who revolutionizes THE EUROPEAN AVOCADO MARKET

AVOMAGAZINE

In the dynamic world of international fruit trade, Morocco has emerged strongly, challenging the status quo and reconfiguring the offer map.

This North African country, with its privileged geographical location and favorable climatic conditions, has positioned itself as a key player in the European avocado market, generating shock waves that resonate in traditional producers such as Peru, Colombia and Chile.

The growing presence of Moroccan avocados in European supermarkets is the result of an ambitious and well-executed strategy, which has been able to capitalize on the country’s competitive advantages and adapt to the demands of an increasingly demanding market.

Countries such as Colombia, Chile and Peru, which for years have been the main suppliers of avocado to the Euro-

pean continent, now face a competitor that has successfully established itself in the market.

The key lies in a combination of strategic factors. Its geographical location allows it to quickly reach European markets with significantly reduced transportation costs. Favorable climatic conditions allow for the production of high-quality avocados. Furthermore, its commitment to innovation and technology has improved the efficiency of its production processes and its adaptation to the demands of European consumers.

This combination has made Morocco an attractive supplier for European retailers, who are looking to offer fresh,

high-quality avocados at competitive prices. The growing demand for avocado in Europe, driven by its health benefits and culinary versatility, has created a favorable environment for Morocco’s growth in the market.

CURRENT CAMPAIGN: INCREASE IN VOLUME AND QUALITY According to Abdellah Elyamlahi, president of the Moroccan Avocado Association (MAVA), the current harvest campaign in Morocco, which began at the end of September and will end approximately the second week of April, has been a success in terms of volume

and quality. So far, almost 80,000 tons of avocado have been exported, and it is estimated that the season will close with a volume close to 100,000 tons.

“Weather conditions have been generally favorable,” says Elyamlahi.

“There were no excessively high temperatures, which allowed flowering to continue on the trees. However, there was a delay in production due to the cold. We had two days with temperatures close to 0 degrees, which slightly affected the harvest on some farms, especially those furthest from the sea or located on low land. Apart from this, the weather has been stable and beneficial for production.”

Despite the success of the current campaign, Moroccan producers have faced challenges, such as the production of large avocado sizes, which currently have a surplus on the market, while demand is focused on small sizes. This situation has been influenced by the stoppage of exports in Colombia, which has generated a shortage of

small sizes in Europe. As a result, Spain and Morocco are the main suppliers at the moment.

Regarding the yield of the crop, Elyamlahi highlights that it has been better than the previous campaign, thanks to more stable and favorable weather

Lamb Hass plantations in Morocco.

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conditions. “Last season we experienced very high temperatures during the summer, reaching 42-43 degrees, which negatively affected production. However, this year the weather has been more stable, without extreme fluctuations, which has favored the yield of the crop,” he explains.

UNCERTAINTY IN THE MARKET: THE PARADOX OF MOROCCAN EFFICIENCY

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However, the outlook is not free of dark clouds. Yassin Chaib, manager of Mavoca, a Moroccan avocado exporter, points out that the first weeks of 2025 have been one of great uncertainty in the market. “With 70% of production underway, exporters already face strong uncertainty in prices, which do not seem to stabilize,” he warns.

This uncertainty is accentuated by the disconnection between supply and demand for sizes. Morocco has emerged with a massive supply of large-caliber fruit, just when the market is demanding smaller and medium sizes.

“This disconnect between supply and demand has generated an excess of large sizes, such as 12 and 14, while buyers look for avocados in the 20, 22, 24, 26 and 28 ranges,” explains Chaib.

YASSIN CHAIB,

Manager of Mavoca, avocado exporter from Morocco

Morocco faces a paradox: its productive efficiency and export capacity have allo wed it to position itself as a key player in the avocado market, but the lack of alignment with consumer preferences could become a serious obstacle.

So far, Morocco has exported 84 thousand tons, with some 30 to 40 thousand tons still to be placed on the market. However, the prospects are not encouraging: far from a possible recovery, expectations point to a drop in prices, even more so with the imminent arrival of fruit from Peru, whose reaction in the markets could define the course of the coming weeks.

Faced with this panorama, Moroccan producers have begun to diversify their harvest areas. While coastal regions, with sandy soils and abundant water, generate larger sizes, areas with less water availability produce smaller fruit, more aligned with current demand. This strategy seeks to balance supply, but the big question remains whether the market will absorb the remaining volume without a further drop in prices.

Likewise, Morocco faces a paradox: its productive efficiency and export capacity have allowed it to position itself as a key player in the avocado market, but the lack of alignment with consu-

mer preferences could become a serious obstacle. “The lesson for the future is clear: production must adjust to market trends, not only in volume, but in the specifics of demand. Otherwise, exporters run the risk of seeing their profit margins reduced in an increasingly demanding and competitive market,” concludes Chaib.

EXPANSION AND CONSOLIDATION IN THE MARKET In recent years, Morocco has experienced sustained growth in the area under avocado cultivation, currently reaching between 11,000 and 12,000 hectares. According to Elyamlahi, the expansion will continue, although in a more moderate way, without exponential growth.

Moroccan production has gained importance in the European market, thanks to the quality of the fruit and the geographical proximity, which allows it to arrive faster and in optimal conditions. “Customers like Moroccan fruit,” says Elyamlahi. “In terms of quality, it is similar to that of other countries, but production in Morocco is more stable and organized. On the other hand, Spain and Israel are more subject to market speculation.”

Demand for Moroccan avocados in key markets has evolved positively in recent years, driven by recognition of the high quality of the fruit. “We are gaining more and more presence in the market,” says Elyamlahi. “Consumers have recognized that Moroccan fruit is of high quality, which has driven the growth of exports. In the last three years, we have gone from selling 40,000 tons to an estimated 100,000 tons at the end of this campaign, reflecting the increase in demand.”

For the coming years, Morocco hopes

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Given the rise of Morocco, producers from Chile and Peru are implementing various strategies to maintain their competitiveness in the European market.

In Chile, producers are investing in new irrigation and water management technologies to mitigate the effects of drought and ensure the sustainability of their crops, according to a Rabobank report. Additionally, they are exploring new varieties of avocado that are better adapted to changing climate

ABDELLAH ELYAMLAHI

It is estimated that Marruecos the season will close with a volume close to 100,000 tons.

AVOMAGAZINE

REACTION IN LATIN AMERICA: STRATEGIES OF CHILE AND PERU

conditions.

In Peru, the focus is on strengthening commercial ties with Asia. The Hass Avocado Producers Association of Peru (ProHass) has been actively working to promote the consumption of Peruvian avocado in China.

Competition in the European avocado market is intensifying, and producers in Chile and Peru are responding with innovation, diversification and a renewed focus on quality and sustainability. The future of the avocado market in Europe will depend on the ability of all actors to adapt to changing consumer demands and the new realities of international trade.

President of the Moroccan Avocado Association (MAVA)

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that avocado production will continue to increase progressively, as new farms begin to produce more fruit. “We believe that Morocco will consolidate itself as the main exporting country of avocados in Africa and the Mediterranean,” says Elyamlahi. “Within three to four years, we will be able to reach even more competitive volumes.”

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PRODUCERS

SEASONALITY In these graphs, we can see the geographical distribution of Hass avocado production on different continents. The American continent is the main producer, as well as the continents of Europe, Oceania, Asia and Africa. The seasonalities of the main producers are also shown, along with the surface area in hectares at each origin. This allows us to understand how production is complemented in different regions and how it varies throughout the year.

ESTACIONALIDAD

PRODUCTORES

PRODUCING COUNTRIES PAÍSES PRODUCTORES

ESTACIONALIDAD

PRODUCTORES

CALENDARIO PRINCIPALES PAÍSES SEASON CALENDAR MAINTEMPORADA COUNTRIES PRODUCTORES

ENE

FEB

MAR

ABR

MAY

JUN

JUL

MÉXICO CHILE CALIFORNIA COLOMBIA

PERÚ BRASIL GUATEMALA KENIA

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SUDÁFRICA PORTUGAL ESPAÑA MARRUECOS ISRAEL

Hectáreas de Aguacate por país

AGO

SEPT

OCT

NOV

DIC

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PRODUCTORES

PRODUCERS SEASONALITY ESTACIONALIDAD

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AGUACATE HECTARES HECTÁREAS OF AVOCADO BY COUNTRY POR PAÍS/ZONA 243000

México

198000 76000

Perú

25000 39200 12800 27000 26300

Chile

2024

20425 20700

California Kenia

14700 1620

España

14500 6400

2017

10000 7200

Sudáfrica Israel

9000 4100

Brasil

8400 2200 4400 3800

Nueva Zelanda

1450 300

Argentina 0

50000

100000

150000

200000

250000

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Colombia

Inactive Mricroorganisms

Shelf-Life Extension

FOOD SAFETY

SHELF-LIFE EXTENSION

CLEAN LABEL

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Mantain Nutritional Value

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MÉXICO (MICHOACÁN) TOP MERCADOS

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TOP MERCADOS

PRODUCERS USA

60.645 Contenedores exportados 2024

89.1% 89.1%

USA

MEXICO (MICHOACAN)

CANADÁ 6.5% CANADÁ 6.5% TOP MARKETS TOP MERCADOS

60.645

ASIA 2.4% ASIA 2.4%

89.1%

USA AMÉRICA AMÉRICA 1.8% 1.8% CENTRAL CENTRAL

Exported containers 2024

6.5%

CANADÁ

EU 0.1% EU0.1% ASIA 2.4% AMÉRICA CENTRAL

1.8%

EU 0.1%

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024 EXPORTACIONES SEMANALES WEEKLY EXPORTS OF HASS AVOCADO 2024 DE AGUACATE HASS 2024 EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

Containers

Containers Containers

The Hass avocado market continues to expand, with Mexico consolidating itself as the largest producer and exporter, supplying mainly the United States. Peru and Colombia have strengthened their presence in Europe, while Chile maintains a strong commercial relationship with this market.

1 1

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PERU

22.115

Exported containers 2024

5 5

10 10

1

15 15

PERÚ

5

2020 10

2525

15

20

3030 3535 25 30

4040 35

45

50 50

40 45 45

50

Arrival Week Arrival Week Arrival Week

22.115 Contenedores exportados 2024

TOP MARKETSTOP MERCADOS

61.3%

EU USA

13.4%

CHILE

12.4%

ASIA

10.7%

OTHERS AMERICA

2.1%

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

61.3%

EU USA

13.4%

CHILE

12.4%

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10.7% PRODUCERS ASIA

OTHERS AMERICA

2.1%

PERU

EXPORTACIONES SEMANALES DE2024 AGUACATE HASS 2024 WEEKLY EXPORTS OF HASS AVOCADO

1

5

10

15

20

25

30

Arrival Week

35

40

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50

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Containers

Peru sets the tone in the European market, contributing half a million tons per season. However, last season did not have expected volumes, mainly due to the impact of climatic factors on its crops

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Peru projects a SEASON

WITH FEWER SETBACKS AND STABILITY in volumes in Europe, Chile, and Asia

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Peruvian production suffered a 10% drop in 2024, but a recovery is projected this year that will allow the second largest avocado exporter in the world to return to its usual volumes Europe does not have an almost exclusive supplier of avocados, like the hegemony that Mexico has in the United States. It is a market with multiple players, but where Peru sets the tone, providing half a million tons per season.

It is the largest shipper of the fruit to that destination, entering mainly through the port area of ​​Rotterdam, in the Netherlands; and Algeciras, in Spain.

However, last season did not have the expected volumes, mainly due to the impact of climatic factors on its crops.

The same volumes could be maintained in the northernmost avocado-growing area, but which show signs of improvement in the south.

With this, a 2025 rebound is projected that -at least- should normalize the tons of avocados sent to all markets.

This is what engineer Alfredo Lira explained to Avomagazine, commenting that the industry is adapting to the new conditions, because “the impacts of climate change that were expected for another 15 years are already affecting production in some regions where water problems had never occurred” (see box).

However, production conditions for the 2025 season have improved,

JOSE ANTONIO CASTRO

President of the Association of Producers and Exporters of Hass Avocado of Peru.

with the recovery of the rains and the consequent influence on the performance of the fields. Thanks to this, the downward curve that was experienced in 2024 will not deepen.

Lira believes that the total volume will be similar to that which ended in 2024, but with a slight rebound of between 5% and 10%, in the general projection.

“Perhaps there will be 5% more total volume on the coast. The campaign of La Sierra de Perú is always growing, which is already an important player, which are fruits that start in January, with which we can go until March April, and from there we get to September. Then we jump to September - October, because in Arequipa there is also a significant volume that is coming out a little later,” he explains.

Given this projection, a total of 550 thousand tons of fruit could be reached, which represents an interesting recovery, if we remember that last season it did not exceed 500 thousand.

In addition, there is a factor that would also help plan the import and commercial decisions of the other origins that supply mainly to Europe: “There should not be a concentration of volume from May to July, but rather it will be

more spread out throughout the year,” says Lira.

PROHASS ALSO BETS ON RECOVERY From the Association of Producers and Exporters of Hass Avocado of Peru (ProHass), they agree that the projection of the export of avocados from that country will improve, compared to last season.

Its president, José Antonio Castro, tells Avomagazine that 2025 will bring a normalization of shipments, particularly to Europe.

Castro affirms that one of the main differences between last season and the one that is beginning is that the meteorological factors have stabilized: “The climatic conditions are normalizing in the main avocado producing areas in Peru. This makes us think that the 10% drop in 2024 will recover and we will even have significant growth.”

As expected, the focus will once again be on Europe. According to him, the distribution of the Peruvian volume will be similar to that of recent years: 62% destined for Europe; 13% to the United States; 12% to Chile; 7% to China; and 2% to Japan. The remainder will be destined for various other markets in Latin America and Asia.

Beyond the concern for a more homogeneous distribution in terms of volumes or advancing fruit shipments, the guild is focused on ensuring that the fruit is released to the market only once it is in the right condition to have a good arrival at its destination markets.

“At ProHass, we want to raise awareness among all producers, exporters,

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importers and authorities to join forces to export avocados that are physiologically ripe. This starts with having a dry matter content of over 21.5% and hopefully we can start our harvests with a dry matter content of no less than 22.5%.

This would help to produce better quality fruit,” says José Antonio Castro.

Furthermore, he recalled that the production and export curve has a fairly well-known behavior, where the largest volumes are exported in the weeks of June and July.

In terms of sizes, the industry expects a recovery of the industry’s common volumes: “For this, two basic conditions are needed: a greater number of fruits per tree and a greater weight per fruit, which impacts the size. This year, Peru should recover its typical basket of sizes, that is, fruits between 225 and 285 grams.”

THREE NON-EUROPEAN SOURCES OF PERUVIAN AVOCADO Europe will always be the axis of the Peruvian avocado marketing strategy. However, there are three areas that will receive important attention in the next campaign, due to the impact of the new alternatives for exporting the fruit, thanks to the launch of the new port of Chancay and the consolidation of fruit marketing in Chile.

Although Alfredo Lira does not project a significant increase in shipments to China, he believes that there could be growth in the medium term: “In the short term, I do not think we will exceed 60 containers per week, to prevent the price from falling. At least there will be

no change this or next year. What is happening is that China is planting in some regions, just as they are doing with blueberries and as they did some time ago with asparagus. This generates internal consumption in the counter-season for us, who are in the southern hemisphere. So, I think that the business could grow in China, but in the medium term. The port could help the fruit arrive in the conditions they want and those 60 containers a week could become 70 or 80. But it is not important yet.”

Another relevant focus will be Chile, which acts as a relief valve to release volumes: “I always say that if you send 600 containers a week from Peru to Europe during the season, prices suffer.

But in Chile, we have reached the point of sending 120 containers a week and they eat them. Even though Europe has 500 million inhabitants and Chile has 20 million, Chilean consumption is remarkable and it is a very important valve.”

The third focal point of the strategy will be the North American market, where Peruvian avocados are always welcome. “Unfortunately, they are used to lower the price of Mexican and Californian fruit. Colombian avocados have been a little higher than Peruvian avocados, because they have a shorter journey and arrive in better conditions,” explains Lira.

ALFREDO LIRA Founder and Executive Director of Leal Investments and Consultories.

Peru is taking on the challenges presented by the weather, in order to remain the second most important producer of avocado exports in the world.

The most complex problems are in Olmos, which has presented very low yields, of up to 3,500 kilos per hectare, when its productive capacity could reach up to 15 tons.

“These fields are going to recover, but not as much as expected. There is an effect of lack of water in the north and a problem with the dam, which has not allowed to have the correct water supplies, in full setting and initial growth of the fruit,” explains Alfredo Lira. Although he warns that it is not a situation that affects all fields.

“There are some fields that have wells, which will be better than those that have not had the water supply,” he details.

Among the most complicated northern areas is Piura, which is characterized by having rains from the Ecuadorian jungle or jungle brow, which always flow down the rivers.

“But there is no water and part of the mango season has been lost. This has not been seen in 100 years. In the case of Olmo and Piura, for example, decisions have to be made about drilling wells and making reservoirs, but these are large investments,” warns Lira.

However, in the south, the weather conditions are within expectations: “It is raining in La Sierra, the rivers are falling as they used to: in December and January, which was normal.”

A partial recovery is expected in La Libertad, where volumes will increase compared to last year, where there was a significant drop, but because the tree rested. Although yields above 25 tons are not expected, there will be between 18 and 20 tons.

In the case of the central and southern coast of Peru, up to Ica, it corresponds to the “off” year. In 2024 there were important volumes and prices but now it corresponds to the period with less production, although without falling to worrying numbers.

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Production recovery area by area

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MARIO BAZÁN, General Manager of Phartec Produce.

“Between May and July, There Will Be a Higher Concentration of Peruvian Avocados in the Market”

AVOMAGAZINE AVOMAGAZINE

This is the forecast shared with AvoMagazine by Mario Bazán, General Manager of Phartec Produce, an exporter that collaborates with 150 producers across different growing regions in Peru and is projecting to export 170 containers this season.

Mario Bazán Alburqueque has nearly a decade of experience in international trade of agricultural products from various origins, including his home country, Peru, as well as Chile, Ecuador, and Colombia.

He is the General Manager of Phartec Produce, an export company that works with around 150 producers, ranging from small farmers in the highlands and inter-Andean valleys to medium-sized growers with land extensions between 40 and 60 hectares.

“This diversity in our supplier base not only allows us to secure significant volumes but also supports the development of small producers, contributing to the sustainability of the sector,” he tells AvoMagazine.

The company expects to export approximately 170 containers of Hass avocados this season. It works exclusively with third-party fruit sourced from various regions—the highlands, inter-Andean valleys, central coast, and southern Peru—ensuring market presence from February to September.

In this conversation, he provides key background information to help understand what lies ahead for Peru’s avocado season, as the leading supplier of the fruit in Europe, whose projections will influence the industry’s direction across the continent.

What differences have been observed in the fields between last season and the upcoming one, and how are they impacting production?

“This year, we have observed a rather unique scenario compared to the previous season. During our field visits and meetings with producers, we identified that regions such as the highlands, the south, and parts of the coast are experiencing a reduction in fruit production due to adverse climatic factors. This is more evident among small-scale producers, but even some medium-sized producers, with farms ranging from 50 to 60 hectares, have reported similar situations. However, in contrast, the majority of ProHass-affiliated producers have shown more stability, leading to some discrepancies in the available data. This results in a scenario where no clear national trend has been established yet, which will undoubtedly impact campaign planning.”

How is the Peruvian avocado season projected this year in terms of volume and sizes compared to last season?

“Recently, during the Berlin trade fair, the first projections for the 2025 season were presented, estimating a production of around 600,000 metric tons. This would represent a 10% increase compared to 2023 and approximately 100,000 more tons than in 2024. Regarding fruit sizes, from the beginning of the highland harvest, we have noticed a slight increase in the average fruit weight, which is a positive sign. However, we have also observed a lower fruit load per tree, which keeps us on alert to determine whether this size increase will compensate for the lower quantity. We remain optimistic, but it is still too early to determine how this trend will develop.”

Do you think there will be a concentration of fruit over a short period, or will export distribution be more even?

“Up until week 06, we have observed lower shipment volumes, partly because the European market still has local fruit and supply from other origins offering good sizes. However, we anticipate that between May, June, and part of July, there will be a higher concentration of fruit, particularly due to delays in Olmos caused by water shortages, which may coincide with production from La Libertad.

This could create a peak in supply during that period, undoubtedly posing logistical and commercial challenges.”

So, there will be significant commercial challenges to prevent this from impacting the business.

“This will be a challenging year, where creativity and collaboration with strategic partners will be crucial. We will need to work closely with our producers and clients to efficiently manage volumes and ensure that the fruit reaches the markets in optimal conditions. Coordination and flexibility will be key to navigating this season successfully.”

COLOMBIA avobook.com AVOBOOK PREMIUM

TOP MERCADOS TOP MERCADOS

72.6%

5.946 COLOMBIA PRODUCERS EU

Contenedores exportados 2024

27.1%

USAEU

19

72.6%

LATAM 27.1% USA0.3% TOP MARKETS TOP MERCADOS

COLOMBIA

LATAM 0.3%

5.946

72.6%

EU

27.1%

USA

Exported containers 2024

LATAM 0.3%

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

CHILE

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

5.158 Contenedores exportados 2024 Containers

WEEKLY EXPORTS OF HASS AVOCADO 2024

Containers Containers

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

5.158 Contenedores exportados 2024

CHILE

TOP MERCADOS 1 5 10 15 TOP CHILE 1 5 10 EU MERCADOS

20

25

30

35

40

45

Arrival Contenedores exportados 2024 5.158Week

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25

35

50

40

45

50

40

45

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Arrival Week

LATAM 18.0% 65.9% EU 1 5 10 15 20 25 30 TOP MARKETS TOP MERCADOS 10.5% ASIA CHILE Arrival Week LATAM 18.0% USA 5.6% EU 10.5% ASIA

5.158

65.9%

18.0%

LATAM

5.6%

USA

35

10.5% ASIA Exported containers 2024 5.6% HASS 2024 EXPORTACIONES SEMANALES DEUSA AGUACATE

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

WEEKLY

HASS AVOCADO 2024

Containers

AVOMAGAZINE

Containers

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1

5

10

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Arrival Week 1

5

25

30

35

40

Arrival Week

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45 20

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30

Arrival Week

35

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20

BRASIL

929 Contenedores exportados 2024

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BRASIL

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024 Contenedores exportados 2024 EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

WEEKLY EXPORTS OF HASS AVOCADO 2024

BRAZ IL

929

Exported containers 2024 1

5

929

Containers Containers

Containers

PRODUCERS

10

15

20

25

30

35

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45

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Arrival Week 1

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45

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Arrival Week

CALIFORNIA

8.651 Contenedores exportados 2024

EXPORTACIONES DE2024 AGUACATE HASS 2024 WEEKLY EXPORTS OFSEMANALES HASS AVOCADO

CALIFORNIA

2024 CALIFORNIA 8.651 Contenedores exportados

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

Exported containers 2024

Containers

Containers Containers

8.651

1

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Arrival Week

SUDÁFRICA 1

15

Contenedores exportados 2024 2.955 30 35 40 45 50

20

25

Containers Containers

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Exported containers 2024

10

Arrival DE Week WEEKLY EXPORTS OFSEMANALES HASS AVOCADO 2024 EXPORTACIONES AGUACATE HASS 2024

SOUTH AFRICA

2.955

5

1

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10

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20

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Arrival Week

ESPAÑA

2.072 Contenedores exportados 2024

1

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ESPAÑA

35

40

45

50

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PRODUCERS

2.072 Contenedores exportados 2024

EXPORTACIONES SEMANALES AGUACATE HASS 2024 WEEKLY EXPORTS OF HASS AVOCADODE 2024

SPAIN

Containers Containers

2.072

Exported containers 2024

1.616 MARRUECOS MARRUECOS 1

5

exportados 30 Contenedores 35 40 45 202450 1.616

10 15 exportados 20 25 Contenedores 2024

Arrival Week

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024 EXPORTACIONES SEMANALES DE AGUACATE HASS 2024 WEEKLY EXPORTS OF HASS AVOCADO 2024

MAROCCO

Containers Containers

Containers

1.616

Exported containers 2024

1

1

5

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5

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20

45

Arrival Week

ISRAEL

ISRAEL

25

30

35

40

45

50

50 Arrival Week

4.073 Contenedores exportados 2024

4.073 Contenedores exportados 2024

EXPORTACIONES DE AGUACATE HASS 2024 WEEKLY EXPORTS OF SEMANALES HASS AVOCADO 2024

ISRAEL

Exported containers 2024

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Arrival Week 1

5

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Arrival Week

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35

40

45

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AVOMAGAZINE

4.073

Containers Containers

Containers

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

22

High altitude avocados for the world.

FROM THE CENTER OF THE PLANET

Avocados from

Mexico:

PROJECTIONS OF THE GIANT

FOR 2025

Both in Michoacan and Jalisco, there was a decline in volume but an increase in prices during 202425. However, weather conditions were better for the fruit to be harvested from mid-2025 onward, which should increase the exported tonnage while stabilizing prices.

We are Interanza, a family-owned and innovative company, established as the leading exporter of Hass and Fuerte avocados from Ecuador. Under our brand Sierra D’Or, we serve eight international markets across Europe, Western Asia, the Middle East, and South America.

AVOMAGAZINE

Our strength lies in developing strategic business relationships throughout the value chain, especially in the production sector, where we work closely on productivity and traceability with the country’s leading certified farms.

We collaborate with renowned clients who seek to build long-term partnerships. These elements allow us to consistently position Ecuador as a high-quality, certified, and traceable new origin in the global market.

www.interanza.com @interanza

Mexico is the world’s leading producer of the fruit, and everything it does influences the global market and impacts the commercial decisions of other exporting countries. Among all producing states, Michoacán is the most important. In 2022, it managed to produce 1.8 million tons of fruit, and in a regular year, it hovers around 1.5 million. It is followed by Jalisco, which can produce around 450,000 tons.

The 2024-25 season faced certain particularities that led to a decline in total volume, mainly due to a drop in sizes caused by a lack of rain in Michoacán and heat waves affecting crops in Jalisco.

However, experts and industry representatives agree that weather conditions will not be a detrimental factor for the season starting mid-year, meaning that production and export capacity will

be closer to normal levels.

Avomagazine spoke with two key players in the avocado powerhouse, who forecast a strong 2025, both for the remainder of the current main season and—above all—for the one ahead.

SIZES: THE ATYPICAL FACTOR IMPACTING BUSINESS Antonio Villaseñor, director of Aztecavo and a frequent columnist for Avobook, explains that by early February, 50% of the projected 1.3 million tons for the 2024-25 season in Michoacán had already been harvested. This amounts to approximately 700,000 tons, meaning that from now until June, an average of 30,000 tons per week should be shipped.

The particularity of this season is that sizes have influenced the business more than in normal seasons, with a high percentage of production yielding small or medium-sized fruit.

In Michoacán, this condition—although improving at the beginning of 2025—will persist until the end of the season.

“We will see if in the colder months we can get larger sizes or if we will ultimately finish the season with medium sizes. And that will obviously have an impact on the market, as we have alre-

assume they produce at a reasonable ady seen,” Villaseñor explains. average—if it were the global standard In Jalisco, heat waves and large of 10 tons per hectare, or even at 7.5— daily temperature fluctuations also we are talking about a production that affected fruit sizes. should reach at least 1.5 million,” expEleazar Oseguera Aguayo, presilains Villaseñor. dent of the Association of Avocado “The season that begins in JuProducers and Exporters of Jalisco, ne-July should bring a very good describes this season as “atypical”, harvest because this time, we had an where size has been the key factor excellent rainy season. So, in theory, affecting the business: “We have the it looks quite strong, and the fruit size same number of fruit units per tree, should improve,” Villabut fewer total tons.” señor adds.

“We usually harvest “The season that However, he also between 15 and 18 tons warns that prices should per hectare on average. begins in June-July normalize, bringing However, in some areas, should bring a very them closer to those of only 9 tons were produgood harvest because a regular season: “The ced. This wasn’t due to this time, we had an prices we are seeing ria lack of fruit, but rather ght now for size 48 are its weight, as avocados excellent rainy record-breaking for this were much smaller.” season. So, in theory, time of year. So, with a This factor limited it looks quite strong, normal harvest, prices Jalisco’s production to and the fruit size would tend to decrease.

350,000 tons by the end Obviously, when we have of 2024, a figure they should improve” strong harvests, the key hope to significantly imAntonio Villaseñor. is to promote the proprove in 2025. duct so that everything The lower volumes that is harvested is properly distribuof large-sized fruit have resulted in a ted. To achieve that, we need a price phenomenon where the decline in tothat encourages promotion.” tal tons has been offset by excellent In the case of Jalisco, orchards are prices for larger avocados. In fact, showing signs of good yields. Eleazar the price gap between sizes has been Oseguera states, “The orchards have wider than usual. One example is the a heavy fruit load, and we difference between sizes 48 and 60, hope to have high-quawhere price variations reached $15 to lity produce for export.” $20 per 25-pound box.

This is further supported by another factor: PROJECTION FOR MEXICAN the incorporation of AVOCADO FOR THE 2025-26 orchards that were in their growth phaSEASON se and Although it is still early for accurate projections, it is believed that the production for the season starting in Michoacán in July should reach at least 1.5 million tons.

“In the U.S. program, there are 180,000 hectares. If we

ANTONIO VILLASEÑOR,

Director of Aztecavo and columnist for Avobook

23

AVOMAGAZINE

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24

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AVOMAGAZINE

those that are now close to certification for entry into the U.S. market.

“We should exceed 400,000 tons.

As more municipalities gain approval to export to the United States, our shipments will increase. This year, we expect to reach 200,000 to 220,000 tons of production for the U.S., compared to the 140,000 sent in 2024. This increase is due to the newly approved municipalities, those that entered mid-season, and those that are expanding,” he predicts.

Currently, five municipalities are awaiting approval to ship fruit to the United States, with three expected to be authorized soon. The remaining two should be ready by July or August. Once approved, there is a six-month period before shipments can begin. Therefore, the ideal scenario would be for them to start exporting from May 2025.

“Global consumption is growing faster than production”

Eleazar Oseguera Aguayo President of the Asociación de Productores y Exportadores de Aguacate de Jalisco (Association of Avocado Producers and Exporters of Jalisco),

It has been said that the United States is so essential to Mexico’s business that recovering or consolidating other markets is almost unthinkable. However, in the particular case of the state of Jalisco, there are certain nuances. Although they send between 90% and 95% of their product to their northern neighbors, they believe that diversification would allow them to be prepared to face potential impacts of U.S. trade policies on exports.

Eleazar Oseguera states that in 2024, growth in Canada and Japan has been between 10% and 15%. They also plan to enter Chile, which is a major global producer but has a very defined season and a context of extremely high domestic demand.

However, there are still some steps to be completed: “We are working to finalize the protocol with Chile, hopefully this year. Their technicians have already visited. Experts from Brazil, Malaysia, and several other countries have also come. Malaysia imports a lot from Australia, which eventually runs out of avocados, opening market opportunities. Since Mexico has avocados year-round, we can take advantage of these windows.”

In China, a protocol is also close to being signed. Currently, shipments are made through Hong Kong, and discussions are also underway with India.

“We believe that along with the increase in production, there has also been a rise in global consumption. Historically, U.S. consumption has increased by 5% annually, Europe by 15%, and Asia by 10%. This means that demand is outpacing production growth. A clear example is that both Peru and Mexico reduced their production in 2024, yet consumption increased significantly. So, we see no issue with our product reaching markets worldwide,” he concludes.

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PRODUCERS

KENIA Y TANZANIA KENYA Y TANZANIA

In Africa, countries such as Kenya, Tanzania and South Africa continue to increase their exports, taking advantage of their production window.

Meanwhile, Spain and Israel stand out for their seasonal contribution to global supply.

WEEKLY EXPORTS OF HASS AVOCADO 2024

EXPORTACIONES SEMANALES DE AGUACATE HASS 2024

1

5

10

15

20

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30

35

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45

50

Arrival Week

AVOMAGAZINE

Exported containers 2024

2.889 Contenedores exportados 2024

Containers Containers

2.889

25

25-27 Mar 2025 International Trade Show for the Fruit and Vegetable Industry

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Colombian avocado: “We must BE ABLE to MOVE

Growth of

all the fruit that we will

produce in the coming years”

AVOMAGAZINE

This is what Ricardo Mejía, General Manager of Fruty Green, a Colombian company that doubled its shipments in one year, comments. The country could increase its avocado exports by 15% to 20% in 2025 and has the challenge of progressively matching its shipments to the United States and Europe.

Colombia grows in its production of avocados and its export capacity. As the main campaign closes, the accounts are encouraging, mainly because the numbers show health in the industry, with the main companies growing in the number of containers shipped. It is estimated that the increase will reach 30%, with the capacity to supply all year round, but with well-marked “peaks”: in the case of the main supply between November and January; and on the “traviesa”, between May and July.

“There is more and more production in Colombia, making there almost no space between both campaigns. They are almost coming together,” explains Ricardo Mejía, General Manager of Fruty Green.

In this interview with AvoMagazine he explains that the harvest is very well accompanied by “del rey sol” - as he calls it -, whose effect is the essential factor that has positively influenced the crops.

“In January 2024, we had a very good summer, very good sun, the flowering

was very strong, the fruit set was very strong and that is what we are collecting now,” he describes.

As detailed, the same situation will be experienced with the traviesa: “It will also be strong because in May, June, July, we also had interesting conditions in the 24th year and that is the fruit that we are going to harvest in a matter of two or three months, also with good volumes.”

Of course, he warns that this growth must go hand in hand with a proportional increase in the logistics chain, the capacity of packing houses and shipping companies, since they are relevant actors so that all the fruit that the crops are producing can be shipped.

30% INCREASE IN EXPORTS According to Ricardo Mejía, the growth has been very powerful. So much so, that he feels that we are experiencing a pivotal stage in the evolution of the industry: “Colombia has definitely gone

from being a teenager in the avocado industry to being an adult, because the volumes are important.”

“We are capable of sustaining more than 200 containers per week for six, seven or even ten weeks. Before we reached 100, we went up to 200, but the following week we went down. But we have been there for several weeks, starting from the 45th of the year 2024, with an average of between 180 and 220 containers, even with higher peaks.

Therefore, the growth has been exponential in every sense, for the companies individually and for the industry,” says Mejía.

In the specific case of Fruty Green, this campaign practically presents an increase of 100% compared to last year.

On that occasion, 230 containers were made and, at the end of this campaign, there are already 536.

“We were focused on Europe at least until week 46-47, when we saw that the market fell so much that we began to move much more to the United States,” he details.

avobook.com

- Will we continue to see a 30% growth level in the industry during 2025?

“I don’t know if it will reach levels of 25-30% again, but at least 15-20% in 2025, taking into account that a “traviesa fuerte” is coming and that we had a very good summer. As a result, the flowering on the farms is good and this flower that we are producing at this moment is going to be the main harvest that will start in September 2025. In addition, the trees that were reaching their mature stage will begin to contribute fruit to the industry. There are very large projects that are beginning their strong production stages, which are reaching year 4, 5 and 6, and that is very positive.

Along with that, many of the crops older than 8, 9, 10 years that had problems, suffering, trying to recover the trees, have recovered very well and are providing more and more fruit. So, I think the 25th is still a very promising year for the industry.”

- Is this growth sustainable for the business, considering that your main clients are in Europe, where there are so many origins participating?

“In an interview a while ago in Avobook I commented that I gave it between 3 and 5 years, so that Colombia’s exports to Europe and the United States are at least equal. At the end of 2024, we may

RICARDO MEJÍA

General Manager of Fruty Green.

be 80% Europe and 20% the United States. It may even be a little more for the United States. This trend of growing in the United States is going to continue, not only because it is a slightly more natural market for us, due to its proximity, but because Europe is a multi-origin market and we see that there is a fairly stable demand in recent years. It grows in some countries, like Italy, somewhat in Scandinavia, in Eastern Europe, but not enough. Thus, for Colombians it becomes more complex to maintain that force in Europe, although it will continue to be very important. Surely it will remain strong with our clients, but the trend definitely in the future is that the percentages of fruit shipments will become more equal with the United States market.”

- Have more hectares of crops been certified to reach the United States?

“Two things happen: there are new orchards that are certified, in a very strong work by CorpoHass and the ICA. But, at the same time, the farms that were already certified, that were small and had been planted for two or three years, are already producing higher production. Then, the volume of fruit that we have certified for the United States also increases.”

- Is growth being important for the entire industry?

“It is a general situation. If you look at the statistics, Cartama reached almost 1,500 containers, Westfalia is above 600. At Fruty Green, we were also close to 600. Growth has also been important for Jardín Exotics. Furthermore, Baika must be one of the companies that has grown the most in recent years.”

- What have you had to improve in the relationship with importers in the United States to pave the way for increasing your volumes in that market?

“The work has been on several fronts.

The Colombia Avocado Board (CAB) helps us promote our avocado in the United States, as part of the HAB (Hass Avocado Board). That is an important spearhead for the industry, which is helping to open doors. The national union is making great efforts, participating in fairs in that country, so that they know us more and more. In parallel, each company individually is carrying out its commercial management. We must change the notion that we are only a sleeper market. Today, the United States is a market to which we can supply all year round. “Importers know it and so do supermarkets.”

Does the growth of production and export go hand in hand with an optimal chain of logistics and shipping services?

“This growth has had many challenges throughout the logistics chain. The Packings have had significant challenges in their processing capacity, especially now that the two campaigns are coming together. The issue with shipping companies is also important. There hasn’t been much availability. So we have had to look for many options. For example, when cherries are at full capacity in Chile and table grapes are at full capacity in Peru and Chile, the availability of containers that arrive in Colombia is very low. So, let’s say that the industry is going through a very good moment in terms of volume, but with many challenges to solve, also in the services that help us in phytosanitary control and security. “We must have the capacity to move all the avocado that Colombia will produce in the coming years.”

AVOMAGAZINE

This movement - he believes - is the natural evolution that Colombian exports should have, since it is directly proportional to the reduction in travel times for the fruit, with the minimization of the risks of damage in the conditions of arrival at the destination.

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MERCADOS

MARKETS

MERCADOS

The global Hass avocado market is led by the United States and Europe, with a marked preference for specific sizes. While larger sizes command higher prices in the U.S., demand in Europe remains stable across a wider range of sizes.

PRINCIPALES MERCADOS

AVOMAGAZINE

MAIN MARKETS

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MERCADOS

MERCADOS

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MARKETS

COMPARACION CALIBRES ÚLTIMO TRIMESTRE 2024: USA VS EUROPA COMPARISON OF SIZES LAST QUARTER 2024: USA VS EUROPE EU

US

US #36

$6.0 $5.0

MERCADOS

USD/KG

MERCADOS $4.0

$3.0

US #48

US #60

US #70

US #96

US #84

$2.0

EU #16

EU #18

EU #22

EU #24

EU #12

EU #28 CALIBRES ÚLTIMO TRIMESTRE 2024: USA VS EUROPA $1.0 COMPARACION EU #32

$0.0

90

101

120

130

140

150

151

163 180 EU

183 200 223 230 250 285 319 US

Grams

$6.0

US #48

$5.0

USD/KG

335

US #36

$4.0

US #60

USD/KG

$3.0 US #70 In the European continent, In the U.S., US #96 EU #16 Asia, for EU #18 its part, #84 EU #12 Peru stablishes itselfUSas EU #22 $2.0 COMPARACION EU2024: #24 continues Mexico PRECIOS USA (#48) VS EUROPA (#18) steady maintains the main supplier, followed to dominate the EU #28 $1.0 growth in markets such #32

by Colombia, EU Chile US although EU supply, as China, Japan and Israel $0.0, with growing regions like $7.00 90 101 120 130 140 150 other 151 163 180 183 200 223 230 250 319 335 and285 South Korea, Max: $6.26 imports from African California and with a diversification of Grams countries $6.00 such as Morocco, Colombia have origins.

South Africa, $5.00 and Kenya. gained market share.

$4.00 $3.00 Min: $2.73

$2.00

COMPARACION PRECIOS 2024: (#48) VS EUROPA (#18) PRICE COMPARISON 2024: USA (#48) VSUSA EUROPE (#18)

$1.00

$0.00 $7.00

US

1

5

15 70.9K

$6.00

20

30K

66.9K 31K

6.6K

5.1K

25

EU

30

72.8K

35

40

45

Max: $6.26

74K

Week 36K

35K

6.5K

5.1K

50

$5.00 $4.00 $3.00 Min: $2.73

$2.00 $1.00 $0.00

1

5

10

15 70.9K

20

30K

66.9K 31K

6.6K

5.1K

25

30

72.8K

35

40 74K

Week 36K

35K

6.5K

5.1K

45

50

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USD/KG

10

30

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MARKETS EUROPE

EUROPA

MERCADOS MARKET SHARE 2024

PARTICIPACIÓN DE MERCADO 2024

Colombia

South Africa

Colombia

4209 4209

Sudáfrica

2955

2955

Shipped containers

Shipped containers

contenedores enviados

11.6% 11.6%

Israel

contenedores enviados

8.1%

Israel

4073 4073

Shipped containers contenedores enviados

Marruecos

1616 1616 Shipped containers

contenedores enviados

4.4%

4.4%

Spain

España

11.2% 11.2%

Peru Perú

Marocco

8.1%

2072 2072

Shipped enviados containers contenedores

5.7% 5.7%

Chile Chile

14424 14424

3357 3357

contenedores enviados

Shipped containers

México

Mexico

235

235

contenedores enviados

Shipped containers

0.6%

9.2% 9.2%

contenedores enviados Shipped containers

México

0.6%

Brazil

618

235

contenedores enviados

618

Shipped containers

contenedores enviados

39.6% 39.6%

Mexico

235

Brasil

0.6%

Shipped containers 1.7%

0.6%

1.7%

KE & TZ

Brasil

KE & TZ

2890

Brazil

618

2890

618

contenedores enviados

contenedores enviados

Shipped containers

Shipped 1.7% containers

7.9%

1.7%

7.9%

AVOMAGAZINE

Containers

WEEKLY IMPORTS OF HASS AVOCADO 2024 IMPORTACIONES SEMANALES DE AGUACATE HASS 2024

1

5

10

15

20

25

30

Arrival Week

35

40

45

50

avobook.com AVOBOOK PREMIUM

EUROPA MARKETS

MERCADOS

EUROPE

31

VARIACIÓN % IMPORTACIÓN 2024 VS 2023

AVOMAGAZINE

% VARIATION IN IMPORTS 2024 VS 2023

PRECIO PROMEDIO MENSUAL POR KG CALIBRE #18 2023

2024 Max: $6.66

$5.00

USD/KG

$4.00 $3.00 $2.00 Min: $2.07

$1.00 $0.00

1

5

10

15

20

25

Week

30

35

40

45

50

32

avobook.com AVOBOOK PREMIUM

MARKETS EUROPE WEEKLY AVERAGE PER KG MENSUAL CALIBER #18POR KG CALIBRE #18 PRECIO PRICE PROMEDIO 2023

2024 Max: $6.66

$5.00

USD/KG

$4.00 $3.00 $2.00 Min: $2.07

$1.00

USA

MERCADOS

$0.00

1

5

10

15

20

25

30

35

40

45

50

Week

PARTICIPACIÓN DE MERCADO 2024

USA

MARKET SHARE 2024 Colombia

1916

Mexico

58407

Shipped containers

California

8647

2.6%

Dominican Rep.

Shipped containers

Shipped containers

340

Shipped containers

11.8%

Chile

347

Colombia

1916

Peru

USA Shipped containers

3669

MERCADOS79.7%

Shipped containers

0.5%

Shipped containers

2.6%

0.5%

Dominican Rep.

340

Chile

Shipped containers

347

0.5%

Shipped containers

5%

0.5%

IMPORTACIONES SEMANALES DE AGUACATE HASS 2024

Containers

AVOMAGAZINE

WEEKLY IMPORTS OF HASS AVOCADO 2024

0.5%

1

5

10

15

20

25

30

Arrival Week

35

40

45

50

C

0.5%

1

5

10

15

20

25

30

35

MARKETS

avobook.com AVOBOOK PREMIUM

40

45

33

50

Arrival Week

1

5

10

USA

15

20

25

30

35

40

45

50

Arrival Week

IMPORTACIONES SEMANALES DE AGUACATE HASS 2024 (MÉXICO EXCLUIDO)

WEEKLY IMPORTS OF HASS AVOCADO 2024 (EXCLUDING MEXICO)

Containers

Containers

IMPORTACIONES SEMANALES DE AGUACATE HASS 2024 (MÉXICO EXCLUIDO)

USA

MERCADOS

USA

MERCADOS 1

5

10

15

20

25

30

35

40

45

VARIACIÓN 2024 VS 1 5 10 % IMPORTACIÓN 15 20 25 30 35 2023 40 Arrival Week

50

45

50

Arrival Week

VARIACIÓN IMPORTACIÓN 2024 VS 2023 % VARIATION IN IMPORTS% 2024 VS 2023

PRECIO PROMEDIO MENSUAL POR KG CALIBRE #48

WEEKLY AVERAGE PRICE PER KG CALIBER #48 2023

2024 Max: $6.66

$7.00

$5.00 PRECIO PROMEDIO MENSUAL POR KG CALIBRE #48 $4.00

2023

$3.00

2024 Max: $6.66

$7.00 $2.00

Min: $2.07

$1.00 $6.00

USD/KG

$0.00

$5.00

$4.00 $3.00

1

5

10

15

20

25

Week

30

35

40

45

50

AVOMAGAZINE

USD/KG

$6.00

34

avobook.com

CARMEN GLORIA LÜTTGES AND THE FUTURE OF THE CHILEAN AVOCADO:

a vision of the challenges and NEW STRATEGIES

AVOMAGAZINE

In an interview with the President of the Comité de Paltas de Chile (Chile Avocado Organization), the challenges and strategies of the Chilean market in the face of competition from Peru and other markets, export projections for 2025 and the impact of new logistical and commercial dynamics are discussed.

Carmen Gloria Lüttges is one of the most influential figures in the Chilean fruit industry, with an extensive track record in the marketing and export of fresh products. Currently, she serves as Avocado Commercial Manager for South America at Westfalia Fruit and as president of the Chilean Avocado Organization, roles that have allowed her to lead key strategies for the positioning of Chilean avocados in international markets. His experience ranges from strategic planning to commercial management, giving him a comprehensive vision of the sector.

Throughout his career, Lüttges has worked on optimizing commercial and logistical processes, promoting sustainable practices and encouraging collaboration between producers and exporters.

In this interview for AvoMagazine, we will address the main challenges and opportunities of the avocado market in Chile, including the balance of the 2024 season, competition with other producing countries, projections for 2025 and strategies to strengthen the Chilean presence in key markets such as Europe, the United States and Asia.

AN INDUSTRY OF GROWTH, BUT ALSO WITH CHALLENGES The 2024 season has been particularly interesting for the sector, marked by a significant increase in export volumes and changes in the distribution of destination markets. According to

Lüttges, this year Chile has experienced a 40% growth in its export volume compared to the previous season, exceeding the initial estimates of the Chilean Avocado Organization, which projected an increase of 30%.

“Chile has a 40% increase in exported volume compared to the same week of the previous season and with good returns, which will bring good results for producers and marketers,” he explained.

For its part, Europe continues to be the main destination for Chilean avocados, with a 61% share of total exports. However, this figure has decreased by 13 percentage points compared to the previous season, due in part to the growth of Argentina as a destination market, which currently represents 21% of exports. In parallel, Asia remains stable with 10% of total exports, while the United States has experienced slight growth, reaching 8% market share.

One of the main challenges for Chile is the growing competition in Europe, particularly from Morocco. This country has increased its plantations and

exported volumes, taking advantage of its geographical proximity to the European continent. However, it faces significant difficulties, such as adverse climatic conditions—with heat waves coming from the Sahara Desert—and challenges in water resource management.

“Although it is known that Morocco will increase its volumes entering Europe due to the increase in plantations in recent years, they face several challenges such as heat waves and water resource management. Morocco is an emerging exporting country, where they still need to improve the technical management of orchards and their packing infrastructure to provide a safe and sustainable product. In a European market, which increases year after year, the demands regarding quality and certifications, Chile already plays an important role given that it meets a high standard and consistency of the product, being the preferred origin for European Retailers,” explains Carmen Gloria.

The United States, for its part, continues to be a market of interest for Chilean avocado. Despite the strong presence of Mexico, Chile maintains its position due to its reliability and commitment to retail programs. Over the years, Chilean exporters have built a reputation for consistency and quality, key factors in a demanding market.

“Although the volume is limited, our quality continues to guarantee competitive returns,” says Lüttges.

For 2025, avocado flowering in Chile has shown favorable signs in most

producing areas, which suggests a campaign with volumes similar to this year. However, the confirmation of these projections will depend on the second natural fruit fall that occurs between March and April.

“In general, fruit set looks good in most producing areas, but there are still no official estimates from the Chilean Avocado Organization for the 2025 season, since we must wait for the second natural fall of the fruit. In April the first figures will be delivered, which I believe will be very similar to the season that is ending,” details the expert.

AND WHAT WILL BE THE FOCUS FOR 2025?

The Chilean strategy for avocado exports in 2025 will be determined by two key factors: the

CARMEN GLORIA LÜTTGES, President of the Comité de Paltas de Chile (Chile Avocado Organization)

petitive route is implemented that revolumes and sizes of the Peruvian harduces transit times, it would be a great vest and the availability of local fruit opportunity for the industry,” says Lüin Europe, from Spain, Israel, Portugal ttges. If this service materializes with and Morocco. competitive rates and more efficient According to recent data shared at transit times from the beginning to the Fruit Logistica in Berlin, Peru is expecend of the Chilean season, it could beted to increase its production between come a key alternative to improve the 20% and 30%, which could influencompetitiveness of the sector. ce the duration of its presence in the In the domestic market, for its part, European market. Given this scenario, the off-season supply of avocado has Chile will have to evaluate the optimal been mainly dominated by Peru, and moment to start its season and adjust it is expected to continue to be the its strategy. main supplier due to its geographical “Peru is expected to grow between proximity, lower logistics costs and its 20-30% in the 2025 campaign, so Chiconsolidation in the Chilean market. le will have to adjust its strategy. We Although countries will surely concentrate greater such as Brazil and volume in the last months of “Chile has a 40% Mexico have expresthe year and we will make deciincrease in sed interest in supplsions based on the situation of exported volume ying avocados to Chithe international markets and compared to le in certain windows the domestic market, which is the same week of lower supply, the also growing,” indicates Lüttof the previous entry of new origins ges. with significant voluRegarding logistics, one season and mes seems unlikely in of the questions that has with good returns” the short term. Howearisen in the industry is Carmen Gloria Lüttges ver, this year Brazil whether Chile could take joins as a new suadvantage of the new pplier, subject to compliance with the port of Chancay to optimize high phytosanitary standards establishipments to Asia, replicating shed by the Agricultural and Livestock the Peruvian strategy. This Service (SAG). port, recently inaugurated, represents a possible “As the Chilean Avocado Organiopportunity to zation we were actively involved in reduce logistics the development of the protocols that costs and timade this milestone possible in order mes. However, to protect the national phytosanitary at the moment heritage. First, we responded to public there is no diconsultations prepared by the authorect trade rourity and then held periodic meetings te connecting to provide our vision and technical Chilean ports knowledge. The volume of Brazilian with Chancay. avocado that enters Chile will depend “For now, on phytosanitary compliance at origin there are no diand the good work they do in terms of rect services the quality and condition of the profrom Chile to the duct they send to the country, since the port of Chancay.

Chilean consumer is very demanding,” If in the future a explains Lüttges. safe and com-

35

AVOMAGAZINE

avobook.com

36

avobook.com AVOBOOK PREMIUM

MARKETS ASIA TOTAL CONTENEDORES POR AÑO TOTAL CONTAINERS PER YEAR

MERCADOS

MERCADOS

JAPÓN 2747

616

1808

3115

2022

Contenedores importados 2024 2012 2012 Contenedores importados 2024 JAPÓN

2012

556

2822

431

2089

PARTICIPACIÓN POR ORIGEN PARTICIPACIÓN POR ORIGEN

2023 JALISCO

2024 MICHOACÁN JALISCO PERÚ MICHOACÁN

2023

38.0%

2023

36.3%38.0%

2024

33.6%

2024

38.5%33.6%

0.0%

20.0%

40.0% 0.0%

25.7%

PERÚ

36.3%

25.7%

27.9% 38.5%

60.0% 20.0%

80.0% 40.0%

27.9%

100.0% 60.0%

80.0%

100.0%

MERCADOS

RCADOS

JAPAN

JAPÓN

JAPÓN

431DEL SUR COREA DEL SUR COREA

2012 Contenedores importados 2024

PARTICIPACIÓN POR ORIGEN JALISCO

MICHOACÁN

PERÚ

2023

38.0%

36.3%

38.0%

AVOMAGAZINE

2024

0.0%

MICHOACÁN

JALISCO

36.3%

2024 33.6%

0.0% 0.0%

20.0%

38.5%

40.0%

PARTICIPACIÓN POR ORIGEN PARTICIPACIÓN POR ORIGEN PERÚ

27.9% 60.0%

40.0% 40.0%

60.0%

80.0%

COREA DEL SUR 431 COREA DEL SUR

67.0% 2023

2024 27.9%

55.0% 2024

80-0% 80.0% 100.0% 0.0% 100.0% 20.0% 100.0%

431 Contenedores importados 2024

PARTICIPACIÓN POR ORIGEN

PARTICIPACIÓN POR ORIGEN PERÚ

2023

MÉXICO 67.0%

MÉXICO

2023 25.7%

Contenedores importados 2024

PERÚ

PERÚ

CHILE PERÚ

MÉXICO

CHILE

26.6% 67.0%

26.6%

25.7%

33.6% 38.5% 20.0% 20.0%

431 Contenedores importados 2024

Contenedores importados 2024

PARTICIPACIÓN POR ORIGEN

2023

SOUTH KOREA

2012 Contenedores importados 2024

MÉXICO

CHILE

CHILE 26.6%

40.0% 0.0% 0.0%

26.9% 55.0% 60.0% 20.0% 20.0%

18.1%

80.0% 40.0% 40.0%

26.9%

100.0% 60.0% 60.0%

80-0% 80.0%

18.1%

100.0% 100.0%

avobook.com

37

“Brazilian Avocados HAVE ALREADY ESTABLISHED a Loyal Customer Base” This is how Cecilia Whately, Vice President of the Brazilian Avocado Producers Association, describes it. She details the work being done to establish themselves as suppliers in Europe and to open new markets such as Chile, Argentina, Japan, and India.

- How did the export industry close the year 2024 in terms of volume and sizes?

“The 2024 campaign was distributed across all open markets and has already established a fixed customer base.

Since we have many young production volumes, the sizes tend to be larger.

However, due to extreme heat in some regions, the volume of smaller sizes has increased, mainly supplying Argentine consumers.”

CECILIA WHATELY

vicepresidenta de la Asociación de Productores de Aguacate de Brasil.

- What is the current status of your exports, and what are the volume and size projections for 2025?

“This year, the regions of São Paulo and Paraná experienced a more than 50% drop in harvest due to adverse weather conditions during the flowering period. However, the states of Minas Gerais did not face such issues and should have a larger harvest than last year. We believe that this year’s volume should remain similar to that of 2024, meaning around a thousand containers will be shipped. The sizes should continue to be large and medium. In the regions where production has declined, the fruits will likely grow larger.”

- How are you addressing the logistical challenges of exporting avocados to europe? Are improvements needed to sustain shipments?

“Last year, we faced significant congestion at the Port of Santos. Another challenge was securing Gen Sets, as there is strong competition with major meat exporters, who also require this equipment to maintain the cold chain in containers. Unfortunately, achieving improvements depends on government and corporate actions that are beyond our control as producers and exporters.”

- And how are you addressing these challenges to ensure timely arrivals and quality?

“What we are doing is improving our shipment scheduling management to make reservations in advance.”

- In a previous interview with Avobook, there

was mention of plans to enter two nearby markets: Chile and argentina. What is the current status of these efforts?

“We are already well established in the Argentine market, and this year we will begin exporting to the Chilean market. Producers and exporters registered under the protocol developed by government agencies are already negotiating trade with Chilean importers.”

- Are there plans to expand beyond Europe, Chile, and Argentina?

“Yes. We have already opened markets in India and Japan, and we are working on gaining access to the North American market.”

- Has there been an increase in Hass avocado consumption in the Brazilian domestic market, considering that it is not traditionally part of the local diet?

“The Brazilian Association of Avocado Producers and Exporters is investing in marketing to encourage fruit consumption in Brazil, both Hass and tropical varieties, which are excellent for all types of recipes. In fact, there has been an increase in Hass avocado consumption due to greater availability in major and mid-sized city markets, as a result of increased production.”

AVOMAGAZINE

Brazil is making its way into the global avocado market, focusing primarily on Europe but also looking towards its South American neighbors. Among them is Chile, a country with a well-developed avocado industry, but where market opportunities arise during low-production periods, especially given its high domestic consumption.

In an interview with AvoMagazine, Cecilia Whately explains how the 2024 season ended, noting that Brazil has not been immune to the same logistical challenges faced by other exporting countries shipping to Europe. At the same time, the industry is aware that major opportunities could arise by promoting domestic avocado consumption within Brazil.

Asia is also part of the 2025 expansion plan, as Brazil aims to strengthen its presence in the region and secure a more significant market share.

MERCADOS

38

MERCADOS avobook.com AVOBOOK PREMIUM MERCADOS avobook.com

2.089 CHINA 2.089 MARKETS CHINA 2.089 CHINA

Contenedores importados 2024 Contenedores importados 2024

Contenedores importados 2024

CHINA

2023

$8.00

Max: $7.47

2024

Max: $7.47

$6.00 $8.00 $6.00

USD/KG

Imported containers 2024

Max: $7.47

$8.00

USD/KG USD/KG

2.089

PRECIO PROMEDIO MENSUAL POR KG CALIBRES #18-24 PRECIO PROMEDIO MENSUAL POR KG CALIBRES #18-24 2023 2024 PRECIO PROMEDIO MENSUAL POR KG CALIBRES #18-24 2023 SIZES #18-24 2024 WEEKLY AVERAGE PRICE PER KG FOR

$4.00 $6.00 $4.00

$4.00 $2.00 $2.00

$2.00 $0.00

$0.00

Min: $1.17

1 5 $0.00 1

10

15

20

5

10

15

1

10

15

20

5

25

30

20

35

25

Week 25 30 Week

40

45

Min: $1.17 50

30

35

40 Min: $1.17 45

35

40

45

50

50

Week

Containers

Containers Containers

IMPORTACIONES SEMANALES DE AGUACATE HASS 2024 WEEKLY IMPORTS OF HASS AVOCADO 2024 IMPORTACIONES SEMANALES DE AGUACATE HASS 2024 IMPORTACIONES SEMANALES DE AGUACATE HASS 2024

MERCADOS

CHILE 1

1

5

10

15

20 15

10

25 20

Contenedores importados 2024 2.943 30 35 40 45 50 25

30

Arrival Week 20 25 Arrival30Week35

15

35 40

40 45

45

50

50

PRECIO PROMEDIO MENSUAL POR KG CALIBRES #14-18 POR ORIGEN

WEEKLY AVERAGE PRICE PER KG FOR SIZES #14-18 BY ORIGIN PERÚ

CHILE

Max: $4.87

$5.00 $4.00

USD/KG

AVOMAGAZINE

Imported containers 2024

10 5

Arrival Week

CHILE

2.943

5 1

$3.00 $2.00 Min: $1.80

$1.00 $0.00

1

5

10

15

20

25

30

35

40

45

50

Week

PRECIO PROMEDIO MENSUAL POR KG CALIBRES #18-24 (FRUTA LOCAL)

avobook.com avobook.com

39

THE RISE OF AFRICAN AVOCADOS:

How to Overcome Challenges to Conquer the GLOBAL MARKET? South Africa and Kenya are the two main producers and exporters. Both are addressing their logistical and quality challenges to improve their participation in Europe and project future business in Asia.

GROWTH OF THE AVOCADO MARKET IN AFRICA In 2022, the total avocado production in Africa reached approximately 1.059 million tons. This growth has been driven primarily by countries such as Kenya, Ethiopia, and South Africa, which have expanded their agricultural capabilities and improved the quality of their products.

According to data from the Food and Agriculture Organization (FAO), Kenya

ranks as the largest avocado producer on the continent, with 458,439 tons, representing 43.3% of Africa’s total production. Meanwhile, South Africa also plays a significant role in the market, contributing 103,602 tons.

Domestic avocado consumption in Africa varies significantly between countries. Although there are no precise figures for the entire continent, it is estimated that a significant portion of production is destined for local consumption. In the two leading producing countries, avocados have become increasingly popular in daily diets, driving internal demand growth alongside rising exports.

In 2022, Africa exported approximately 300,000 tons of avocados to the international market. The European Union remains the primary market for this origin, with the Kenyan Ministry of Agriculture highlighting the strong trade relationships developed with various European countries. Additionally, China has shown increasing interest in African avocados, representing a new opportunity for exporters. There has also been a rise in sales to Middle Eastern countries, such as the United Arab Emirates.

According to the OECD-FAO Agricultural Outlook 2023-2032, the adoption of modern agricultural practices among small-scale farmers is helping improve both quality and production volumes.

Therefore, what key challenges must the African avocado industry address to establish a stronger and more sus-

tainable presence in the global market?

SOUTH AFRICA: MINIMIZING TIME BETWEEN HARVEST AND COOLING In South Africa, one of the main challenges is port efficiency and maintaining fruit quality during transport.

Derek Donkin, CEO of the South African Avocado Growers’ Association (Subtrop), explains that there have been positive changes in this regard.

DEREK DONKIN,

Director Ejecutivo de la Asociación Sudafricana de Productores de Palta(SAAGA).

AVOMAGAZINE

Africa is positioning itself as a significant player in avocado production and exports. Countries such as Kenya, South Africa, Tanzania, and Ethiopia have experienced significant growth in their cultivation, driven by the increasing global demand for the fruit. A large part of African shipments is destined for Europe.

However, the road to consolidation faces challenges that the industry is working on to improve arrival conditions. One of them is ensuring the quality of avocados from harvest to their arrival in international markets. Another is the difficulties in transporting the fruit on routes that experience complexities beyond exporters’ control but that impact arrival conditions and, consequently, business results for the entire chain.

This AvoMagazine report showcases the strategies that African producers are adopting to improve avocado quality and create solutions for transportation.

40

avobook.com

AVOMAGAZINE

Vivero de Aguacate en Kenya.

“Longer shipping times due to delays in South African ports have been a challenge. However, in recent months, port efficiency has improved, which is a good sign for the upcoming avocado season in South Africa,” he told AvoMagazine.

To ensure fruit quality in distant markets, several post-harvest strategies have been implemented. “We are encouraging growers to apply best practices throughout the entire culti-

vation season. The key is to minimize the time between harvest, packing, and cooling, as well as to use appropriate temperature regimes and controlled atmosphere,” Donkin adds.

Access to new markets, such as China, India, and Japan, has generated high expectations within the industry.

However, there is an awareness that establishing these markets takes time.

“We are excited to have access to these new markets, but we know that

developing them takes time. Initially, volumes will be low, but they will gradually increase. We see India and China as markets with great potential in the medium and long term,” Donkin states.

According to Donkin, South Africa has approximately 20,800 hectares of avocado orchards, with an annual growth of 800 hectares. These new plantations allow for an extended harvest season, ensuring a stable supply

avobook.com

PAUL KYALO,

Director General de Konza Tropicals Limited.

for both local and international markets.

The country has strict regulations in place to ensure sustainable agricultural production. Donkin highlights that there is rigorous legislation regarding land and water use.

“Additionally, we encourage growers to obtain independently audited environmental certifications, such as SIZA,” he says.

However, he warns that double certifications can be a burden for growers.

“Ensuring that South African avocados are produced sustainably is crucial.

However, there should not be a duplication of requirements from different retailers. Duplicating certifications increases costs for growers, affecting economic sustainability.”

Regarding the potential export protocol to the United States, Donkin cautions: “Currently, we do not see a strong sense of urgency from the USDA to finalize the protocol.”

Meanwhile, the growth of Peruvian production and its impact on the European market is another factor that South Africa must consider.

“Careful planning is required to prevent unnecessary supply peaks. If the market receives a balanced and predictable supply, traders can better plan for the sale of volumes,” concludes the South African avocado industry representative.

In Kenya, producers face challenges that do not originate within their own industry but are crucial for improving their market participation. Paul Kyalo, General Manager of Konza Tropicals Limited, highlights that the situation in the Red Sea has had a major impact on the industry.

“Prolonged transit times, a common issue since December 2023 due to the Red Sea embargo, have forced ships to reroute around the Cape of Good Hope, increasing delivery times.

Disruptions in the cold chain affect the quality of avocados, as they require a constant temperature of approximately 5°C for optimal preservation,” he explains.

To mitigate these issues, Kyalo states that they are harvesting fruit with a minimum dry matter content of 23% and a maximum of 26%, ensuring proper pre-cooling to 5°C, and using ethylene absorbers to slow down ripening during the extended transit period.

Another key strategy is ensuring certification at the orchard level: “We are obtaining compliance certifications before the start of the season, ensuring that fruit is harvested at the appropriate maturity levels and prioritizing markets that are less affected by logistical delays.”

The executive acknowledges that the prolonged transit of avocados has been a concern among importers throughout 2024. This has led them to shift focus

toward Middle Eastern and Asian markets, which are not impacted by transport disruptions.

Kenyan exporters understand the importance of addressing these logistical challenges, especially given the opportunities created by the expansion of avocado production compared to other traditional export crops.

According to Kyalo, the exponential growth of avocado production in East Africa is driven by several factors: “The increasing revenue from avocados compared to traditional export crops like tea, nuts, and coffee, the favorable climate and rainfall patterns, and the availability of land—especially in Kenya’s Rift Valley—all contribute to this expansion.”

Yet, every challenge presents an opportunity. Producers are not only working with exporters for fruit commercialization but also investing in value-added processing, particularly avocado oil production.

“This allows us to utilize fruit that does not meet export standards,” explains Kyalo.

In this context, exporters play a crucial role in supporting small and medium-sized producers, who represent 90% of East Africa’s avocado production. The primary focus has been on providing assistance from seedling selection and technical support to agronomic guidance, harvesting, and post-harvest practices.

Europe remains the leading destination for Kenyan and East African avocados, accounting for over 70% of exports, followed by the Middle East (10%) and the Far East & Central Asia (10%).

AVOMAGAZINE

KENYA’S FOCUS: MITIGATING THE IMPACT OF TRANSIT TIMES

41

U

$2.00

42

avobook.com AVOBOOK PREMIUM avobook.com

Min: $1.80

$1.00 $0.00

MARKETS

1

5

10

15

20

25

30

35

40

45

50

Week

CHILE

PRECIO PROMEDIO MENSUAL POR KG CALIBRES #18-24 (FRUTA LOCAL)

WEEKLY AVERAGE PRICE PER KG FOR SIZES #18-24 (LOCAL FRUIT) 2023

2024 Max: $4.87

$5.00

USD/KG

$4.00 $3.00 $2.00

$0.00

MERCADOS

Min: $1.74

CHILE

$1.00 MERCADOS 1

5

10

15

CHILE 20

25

30

35

40

45

50

IMPORTACIONES SEMANALES DE AGUACATE HASS 2024 Week

Containers

Containers

IMPORTACIONES DE AGUACATE HASS 2024 WEEKLY IMPORTS OF SEMANALES HASS AVOCADO 2024

1

5

10

15

20

25

30

35

40

45

50

Arrival Week 1

5

10

15

20

25

30

35

40

45

50

Arrival Week

PARTICIPACIÓN POR ORIGEN MARKET SHARE BY ORIGIN

AVOMAGAZINE

PERÚ

2023

MÉXICO

COLOMBIA

99.0% 98.4%

2024 2023

2024

COLOMBIA

PARTICIPACIÓN POR ORIGEN 98.4% PERÚ

0.0%

MÉXICO

20.0%

40.0%

60.0%

99.0%

80.0%

100.0%

avobook.com AVOBOOK PREMIUM avobook.com

MERCADOS

MARKETS 1.233 ARGENTINA ARGENTINA

43

Contenedores importados 2024

MERCADOS

1.233DE2024 IMPORTACIONES SEMANALES AGUACATE HASS 2024 ARGENTINA WEEKLY IMPORTS OF HASS AVOCADO Contenedores importados 2024

1.233

IMPORTACIONES SEMANALES DE AGUACATE HASS 2024

Containers

Containers

Imported containers 2024

1

5 1

510

10

15

2020

15

25 25

30 30

35 40

35

40 45

45 50

50

Arrival Week Arrival Week

MARKET SHARE BY ORIGIN PARTICIPACIÓN POR ORIGEN

PARTICIPACIÓN POR ORIGEN CHILE BRASIL PERÚ

2023

2023

21.5%

53.8%

0.0%

PERÚ

MICHOACÁN

53.8%

2024 20.0%

40.0%

20.0%

40.0%

and Peru.

In the case of Peru, uncertainty arises as to whether it will be able to maintain its market share, considering the significant increase in its exports. Although no clear trend has been observed yet, this could impact the planning of its campaign.

Colombia, for its part, could increase its market share and volumes in different markets, driven by the flor traviesa harvest, which could have a significant impact on key markets such as the U.S. and Europe.

21.1%

21.3% 60.0%

65.8%

0.0%

21.1%

21.5% 65.8%

2024

In general terms, the two main origins by volume, Mexico and Peru, recorded a decrease in their exports in 2024.

In contrast, several smaller-scale producing countries increased their export volumes compared to 2023.

Despite the reduction in Mexico’s exports compared to the previous year, its position as the leading avocado supplier in the U.S. market remained unaffected. However, it faces a significant challenge in the development of its harvest, which could redefine the market share of other origins such as Colombia

BRASIL

MICHOACÁN

11.4%

80.0%

100.0%

21.3% 60.0%

80.0%

11.4% 100.0%

In contrast, the season in Chile is practically over, and Mediterranean countries will gradually reduce their exports. The smaller Chilean harvest creates an opportunity for new producing countries to seek to export and position their fruit in the Chilean market, although it remains dominated by Peru.

Finally, it will be key to closely monitor the start of the season in Kenya, South Africa, and Brazil, as they could increase their export volumes in the main markets, especially in Europe.

AVOMAGAZINE

CHILE

AVOMAGAZINE

44

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