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Industry gets ready for record Super Bowl pull

Less avocado harvesting due to upcoming holidays

The majority of the avocados consumed in the United States during the year come from Mexico – nearly all during the winter. “While Chile supplies some avocados this time of year, Mexico provides the majority of the volume now and throughout the year,” says Gary Caloroso with Giumarra Agricom. Harvest in Mexico will be greatly reduced in the next two weeks as many Mexican avocado companies will give their employees time off for the holiday season. “Some companies are offering a series of three-day weekends while others will shut down entirely for the last two weeks in December,” said Caloroso. 

Gearing up for record shipment
Traditionally, November and December are the lowest demand periods of the year for avocados. “However, we are expecting increased demand and matching supply in January for the football playoffs, then followed by the Super Bowl pull,” mentioned Caloroso. The Super Bowl period is the number one avocado consumption event of the year and Caloroso expects this coming Super Bowl to be a record one in terms of avocado volume and demand. The 120 million pounds shipped for Super Bowl 2015 are projected to be exceeded for 2016. Mexico continues to ship more avocados into the United States as a result of production coming from newly planted groves in Michoacán. The industry expects its neighboring state of Jalisco to be allowed to ship avocados into the U.S. starting in 2016. “This year, we expect Mexico will ship a record amount of avocados into the United States - more than 1.7 billion pounds.

Giumarra continues to develop customized promotions with its retail and foodservice partners for January and beyond. “Industry organization Avocados From Mexico has developed a comprehensive marketing plan to support avocado demand. In addition to recently having a float in Macy’s Thanksgiving Day Parade, Avocados From Mexico plans to air another commercial during the Super Bowl along with aggressive promotions throughout January and the rest of the year. “We are very excited to see all of the enthusiasm surrounding avocados – we strongly believe consumer demand will continue to grow as folks discover more great ways to enjoy them,” finished Caloroso.

For more information:
Gary Caloroso
Giumarra Agricom
Tel: (+1) 805-653-0297

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