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FALL AVOCADO REPORT
AVOCADO IMPORTS FILL FALL GAP
Ageneration ago, avocados were highly seasonal, domestically grown and available for just a few summer months. With global produce supply and massive expansion in Mexico, avocados can meet consumer expectations year-round. e popularity of avocados is the envy of the industry as a produce item that nearly promotes itself. e fall avocado season di ers somewhat from the spring and summer, neces- sitating a rethink of retail marketing strategies.
RELY ON SUPPLY
“Mexico is the big player in the fall,” says Colin Fain, founder and chief executive of Agronometrics in Geneva, Switzerland, which helps the industry make data driven-commer- cial decisions and identify market opportunities.
44 / SEP TEMBER 2019 / PRODUCE BUSINESS
BY MINDY HERMANN
“ e question this year pertains to the size of the crop from Mexico. Mexico is coming o its biggest year ever in 2018-2019, and reports di er on whether this year’s crop will be smaller or larger. So early fall prices could be lower, depending on the volume of late summer/early fall crops from California and Peru.”
Jennifer Anazawa, category manager, Mission Produce, Oxnard, CA, says, “We’re anticipating a normal size curve heading into fall with excellent quality, avor and texture. As volume ramps up in Mexico, we should see prices come down and provide some relief from the high prices we saw over the summer.”
Chile also supplies a modest volume of avocados. “During 2018-2019, Chile exported roughly 65 million pounds of avocados to the United States, which is similar to what we expect this year,” says Karen Brux, director of
marketing for the Chilean Avocado Importers Association, Washington, DC. “Dry matter is taking longer to develop this season but weather conditions have been good, with no freezes or very cold weather.” Chilean avocados are available mainly in Western U.S. markets.
Although the season for California avocados usually does not extend into the fall, this year’s crop may be available through September because of its late start.
Jan DeLyser, vice president of marketing for the California Avocado Commission, Irvine, CA, explains that harvest timing varies every year based on crop size, weather and market conditions. “ e Hass avocado makes up about 96% of the California crop, and quality has been exceptional this year,” she says.
e supply of green-skin avocados from Florida and the Dominican Republic is
Following last year’s record Mexican crop, growers hope to keep building on sales momentum.
PHOTO COURTESY OF FRUITS FROM CHILE