The harvesting of the robust California avocado crop has begun to ramp up. "Last week was the first week that the harvest exceeded 10 million pounds, and weekly projections are for promotable volume to continue strong through Labor Day," says Terry Splane, vice president marketing for the California Avocado Commission.
In terms of availability, peak availability of California avocados is generally from spring through summer, though sometimes it starts in late winter and also lasts into fall. "Through April 13, the year-to-date harvest is just slightly less than last year and with a larger forecast we are expecting more volume a bit later in the season," says Splane.
Photos: California Avocado Commission.
While this year's harvest began a bit earlier than last year, the early tonnage was relatively small. Both this year and last year reached promotable volume at about the same time, and at this point it's expected that harvest weeks exceeding 10 million pounds will continue through Labor Day.
This comes following favorable weather conditions across all California avocado growing regions. "Some areas have had wind events to contend with, but generally the periods of beneficial rain and sunshine are contributing to outstanding fruit quality," says Splane, adding the various growing regions are contributing to what is estimated to be the largest California avocado crops since 2020. "Harvest periods for avocados across California's growing regions vary due to differences in fruit maturity and market dynamics. This staggered approach enables regional retailers to offer California-grown avocados from early spring through late summer, aligning with consumer demand and key promotional events."
As Splane notes, southern regions like San Diego County typically begin harvesting Hass avocados as early as January, with peak volumes occurring between April and July. In contrast, northern areas such as Ventura, Santa Barbara and San Luis Obispo counties often start their harvests in late spring or early summer, extending availability into late summer or longer.
Avocados and the Fourth of July
Meanwhile demand is strong for California avocados with a lift expected leading into Cinco de Mayo. "The category projections are for supply and demand to peak leading into the Fourth of July holiday period. As the local choice in avocados, promoting California avocados for American summer holidays is a natural fit," says Splane.
Strong demand for avocados is no surprise given consumption continues to grow for the fruit. However, consumption is limited by supply. "U.S. shoppers and foodservice patrons continue to demand avocados. With a larger crop this year, the Commission is continuing to focus on California and the West, and we are pleased to work with additional retailers outside the West who value premium California avocados. There is still significant room for consumption growth throughout the country, especially in other regions," says Splane.
As part of that growth, the challenge for California fruit is to ensure that targeted consumers are aware of what differentiates California avocados and when and where they are available to purchase. The Commission runs marketing campaigns to connect with those consumers via key messaging that California avocados are responsibly and sustainably farmed, and that the fruit is delivered fresh to market.
Looking ahead, it's expected that promotable volume of locally grown California avocados with excellent quality will continue. The CAC will also conduct a mid-season forecast and by June will offer an update on the timing of the season and the overall volume forecast.
For more information:
Lori Small
California Avocado Commission
Tel: +1 (949) 341-1955
[email protected]
www.californiaavocado.com