Summer is a key time for avocado promotions

Supplies of avocados are proving to be ampler right now as they come from multiple growing regions. “Supplies are currently plentiful. Mexico’s Flor Loca crop is in full swing and projected to be larger than last year’s crop,” says Hector Soltero, senior director of sales planning for Mission Produce. (The Flor Loca or “crazy flower” crop is called that due to uneven ripening of the fruit. It generally finishes up at the end of September.)

In addition to fruit from Mexico, Soltero notes that as of the week of July 10, the U.S. was receiving peak volumes of avocados from Peru, whose season is anticipated to last through August. “California’s harvest is expected to finish in August and Colombia’s Traviesa crop is also starting to slow down,” says Soltero. He adds that while Mission sources fruit from multiple growing regions to ensure a consistent supply of good avocados, Peru is especially beneficial given it provides Mission with increased control over supply.

Promotion season
That means this is a key time for promotions for avocados and Soltero notes that Mission offers consumer-friendly point-of-sale merchandising options to support promotions.

So where does this leave pricing? “Despite the high pricing over the last several months, demand for avocados remains stable and demonstrates the strength of the category,” says Soltero. “Inflation continues to be a challenge across several industries. IRI reports that total food and beverage prices increased by about 12 percent for the four weeks ending June 26, 2022, compared to the same time a year ago. During the same time, the price of avocados has increased by more than double that rate–up by about 31 percent.”

For more information:
Jenna Aguilera
Mission Produce, Inc.  

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