THE AVOCADO CATEGORY
CATEGORY
CUSTOMER RELATIONSHIPS
REPORTING
MARKETING & COMMUNICATION PLAN
GUIDANCE & SUPPORT
MARKET TRENDS & DEVELOPMENT
PERFORMANCE REVIEWS
STRATEGIES
SECURING SUPPLY OF GOODS (1st – 3rd layer)
INVENTORY LEVELS
IDENTIFY OPPORTUNITIES
THE AVOCADO CATEGORY
SECURING
SOURCING
STRATEGIC CUSTOMER
CATEGORY
TOTAL EUROPE MARKET AVOCADO HASS SEASON 2024
MARKET SHARE (KG)
TOTAL EUROPE MARKET AVOCADO HASS SEASON 2024
2025 DEMAND PLAN AVOCADOS EMEA
DEMAND BY ENTITY 2025 51.8M (KG)
14,160,00010,179,8406,552,0005,208,0003,960,0003,730,2202,688,0002,280,0001,824,0001,248,000
2025 DEMAND PLAN AVOCADOS EMEA
TARGETS / OBJECTIVES 2025
BY ENTITY 2025 51.8M (KG)
PRODUCTION
AVOFUN
WAKATE & DVS
ARGOFRUTA
ENTITIES GENERAL OVERVIEW
DOLE SPAIN BRAZIL
CHILE
COLUMBIA
DOLE
PERU
DOLE
SOUTH AFRICA
KOGE(DK)
4 RIPENING ROOMS MARKETS: FI, NO & SE
SPALDING(UK)
4 RIPENING ROOMS MARKETS: IRL & UK
MADRID(ES)
10 RIPENING ROOMS MARKETS: ES & PT
SETE(FR)
6 RIPENING ROOMS MARKETS: FR
BLEISWIJK(NL)
12 RIPENING ROOMS MARKETS: AT, BE, CH DE, HU, NL & RO
DRWALEW(PL)
8 RIPENING ROOMS MARKETS: CZ, PL & SL
CALICO(IT)
4 RIPENING ROOMS MARKETS: IT
ENTITIES 1 BY 1 05
DOLE EUROPE GMBH – AVOCADO ACTIVITIES
OVERVIEW
Location: Hamburg Office 1,380m²
Total Volume ’24: 3,500 t / 0,01% of entity volume (11% DVF)
Equipment: -
AVOCADO-RELATED ACTIVITIES
Sourcing: 92% Import rate
Mainly from PE, RSA, CO, CL
Market Reach: Serving retail in Germany
Distribution: ALDI Süd, Lidl
ACHIEVEMENTS AND GOALS
Achievements:
Goals:
• 50% market share of ALDI Nord D in 2025
• 2 new big retailers in Germany
• Source from own Dole network and farms with strong 12M supply concept
AVOCADO HASS 2025
DOLE EUROPE BV – AVOCADO ACTIVITIES
OVERVIEW
Location: Bleiswijk Office & Warehouse 8,500m²
Total Volume ’24: 12,613 t / 18% of entity volume
Equipment: 12 ripening rooms
1 Mafroda sorting line
Machines for net, flow pack and sleeve
AVOCADO-RELATED ACTIVITIES
Sourcing: 50% Import Rate
Mainly from PE, RSA and CO
Market Reach: Serving Retail, Food Service and Wholesale
Distribution: ALDI, Everfresh, COOP DK/NO
ACHIEVEMENTS AND GOALS
Achievements:
• Full BE! Exotic packaging range available
YTD: 330k BE! Exotic branded boxes sold
Goals:
• Add top tier retailer to customer base
• Increase ripening capacity with 50%
• BE! Exotic brand represents 15% of packed volume
• 90% import rate
AVOCADO HASS 2025
DOLE ITALIA S.R.L. – AVOCADO ACTIVITIES
OVERVIEW
Location: Calcio (BG) Office & Warehouse 8,500m²
Roma Office & Warehouse 4,500m²
FC Volume ’24: 1,200t / 1% of entity volume (5% DVF)
Equipment: 4 ripening rooms
2 flow pack lines
7 wrapping plastic lines
AVOCADO-RELATED ACTIVITIES
Sourcing: 83% Import rate
Mainly from PE, RSA, CO, KE, IL
Market Reach: Serving retail and wholesale in Italy
Distribution: Esselunga, Unicoop, Despar, and others
ACHIEVEMENTS AND GOALS
Achievements:
Goals:
• Grew the presence with Avocado in the Top 30 Italian retail. 2024 vs 2019 = 16 : 4
• Top player Avocado in Italy, covering 80% of the Italian retail market
• Exotic product portfolio with focus Avocado
• Distribute on the full Italian market, developing the south of Italy
NATURE’S PRODUCE – AVOCADO ACTIVITIES
OVERVIEW
Location: Drwalew Office & Warehouse 3,500m²
Total Volume ’24: 7,730 t / 38.7% of entity volume
Equipment: 8 ripening rooms
High speed Avocado line
Machines for nets, flow pack, girsack and top seal
AVOCADO-RELATED ACTIVITIES
Sourcing: 60% Import rate
Mainly from IL, RSA, PE, CO, KE
Market Reach: Serving retail and wholesale in Poland
Distribution: Biedronka, Dino, Aldi Nord PL and others
ACHIEVEMENTS AND GOALS
Achievements:
• Serving 12 of Top 20 retailers in Poland
• Leader for Avocado on polish market
• Well recognized own RTE brand on polish market
Goals:
• Investment new warehouse in Ostrowiec, 8,000m²
• Extent capacity up to 22 ripening rooms
• Further Increase of Avocado sales
• Improve import rate to 80-90%
• Invest for Aweta / Mafroda
DOLE NORDICS – AVOCADO ACTIVITIES
OVERVIEW
Location: Køge Office & Warehouse 14.500m²
Total Volume ’24: 2.000 t / 2,36% of entity volume
Equipment: 4 ripening rooms
Flowpack Machine
AVOCADO-RELATED ACTIVITIES
Sourcing: 70% Import rate
Mainly from PE, CO, ES, IL
Market Reach: Serving Retail and Wholesale in S and DK
Distribution: Coop Sweden, Dagab Sweden
ACHIEVEMENTS AND GOALS
Achievements:
Goals:
• 100% of Coop Sweden volume with 18% market share in Sweden
• Expanding product lines and into new markets
• Improving sustainability practices
• Source from own Dole network and farms with strong 12M supply concept
AVOFRESH UK – AVOCADO ACTIVITIES
OVERVIEW
Info: JV between Dole UK Ltd & Three Farms
Location: Spalding – Office & Warehouse 3,250m²
Total Volume ’24: 1,320 t
Equipment: 4 ripening rooms
Machines for flow wrap, giro and netting
AVOCADO-RELATED ACTIVITIES
Sourcing: 100% Import rate
Mainly from RSA, PE, CL
Market Reach: Serving Retail, Food Service & Wholesale
Distribution: Sainsbury’s, JS and Tesco
ACHIEVEMENTS AND GOALS
Achievements: Tendered for Lidl UK, Sysco, Reynolds & HF
Goals:
• 52-wk sourcing model that enhance market
• Industry leading for tailored services to meet individual customer needs
• Increase customer base with targeted accounts M&S, Morrisons & IPL for 2025
DOLE FRANCE – AVOCADO ACTIVITIES
OVERVIEW
Info:
Location: Sète Harbour – Warehouse 20,000m²
Total Volume ’24: 1,500 t
Equipment: 6 ripening rooms
AVOCADO-RELATED ACTIVITIES
Sourcing: 90% Import rate
Mainly from RSA, PE, MA
Market Reach: Serving Wholesale &Free market
Distribution: Grand Frais, Leclerc
ACHIEVEMENTS AND GOALS
Achievements:
Goals:
• Stabilized a regular weekly volume > 1fcl as baseline to grow
• Start ripening activities and develop retail
• Achieve year round programs
• Add new origins to extend the business
INTRODUCTION
Eurobanan Group turnover 2023: € 695M
DISTRIBUTION/WHOLESALE CENTRES FOOD SERVICE CENTRES CENTRO DISTRIBUCION
DE VENTA MAYORISTA
11 distribution centres | 21 wholesale markets | 6 food service locations
LA CORUNA SANTIAGO
BILBAO
ZARAGOZA VALENCIA
BARCELONA PALMA DE MALLORCA ALICANTE
LISBOA
JEREZ
CANARIAS
LA CORUNA
VIGO
PALMA DE MALLORCA
IBIZA
BENIDORM
SEVILLA
IBERIAN MARKET
6,445
1,906
IBERIAN MARKET
THE 2ND LARGEST PRODUCT CONSUMED IN SPAIN, AFTER ORANGES.
Canary Island bananas:
PRODUCTION: 21.8M boxes
EUROBANAN RIPENING AND DISTRIBUTION: 7.7M BOXES (35%)
Canary Island bananas is the key to have access to ALL RETAILERS
AVOCADO PRODUCTION/CONSUMPTION
Eurobanan Origins
SPAIN
PRODUCTION 150,000 tons CONSUMPTION 124,800 tons CONSUMPTION
KG/Year
PORTUGAL
Eurobanan distributes 6-7M KG (9% of Spanish consumption)
SPANISH MAIN COMPETITORS
STRATEGY
10 avocados ripening rooms in Madrid
RIPENING
CAPACITY 15,000 TONS A YEAR
SPECIALISED TEAM
Josué Navarro (category manager)
20 years experience in avocados
Developed the brand Marielita in Spain
STRATEGY
National production (Avofun)
Partner Estanislao Martínez
(Lab AGQ president)
Farm 150 hectares in Huelva (Spain)
Growth through new growers entering to Producer Organization
International production
Dole procurement (Oscar Domínguez)
STRATEGY
STRENGTHS
•national distributionnetwork
•dedicatedripeninganddistributionfacilities
•widecustomerrange
•nationalandimportproducers
•specialisedteam
WEAKNESSES
integrated•notyetrecognisedasafully avocadosupplier
OPPORTUNITIES
•growingconsumptioninSpain
•developDolebrandinavocados
•keyaccesstoretailersthrough CanaryIslandbananas
THREATS
•competitorsexperienceripeningavocados
•climaticchange(wateravailability)
THANK YOU