California is in the season of peak availability on avocados. “Last year California avocado harvesting started somewhat earlier than usual, with more volume in the spring than this year,” says Terry Splane, Vice President Marketing for the California Avocado Commission, noting that June is the heart of the state’s avocado season and also California Avocado Month. This month’s volume is relatively similar compared to last June.
Right now, harvest is primarily from San Diego, Riverside and Ventura counties. As the California avocado season progresses, picking is expected to increase in Santa Barbara, San Luis Obispo and Monterey counties as the southern districts finish up their harvest.
Altogether though, California saw sizable rains this spring which meant the harvest did start later, though that was also due to market conditions. “We’re expecting promotable volume through Labor Day. We’ll see how quickly the season will wind down after that. Unlike last year when there were periods of high heat in late spring, it is still relatively cool this year,” says Splane.
"We’re expecting promotable volume through Labor Day. We’ll see how quickly the season will wind down after that. Unlike last year when there were periods of high heat in late spring, it is still relatively cool this year,” says Terry Splane. Photo: California Avocado Commission
Slower start
It’s been an interesting year for weather so far. While avocado growers welcomed rain (which could benefit growers next season since it contributes to the bloom for the following year’s crop), the fruit thrives in California sunshine and the cooler temperatures have meant slower growth. “So, less than favorable market conditions, rain and cooler weather have all resulted in a slower start to the season. However, the California avocado harvest is going strong now and it’s a great opportunity for retailers and foodservice operators to include the fruit in their promotion plans,” says Splane.
As for demand, Splane says the California avocado season generally has stronger demand than the non-California season. “Any time people gather together is a great time to bump up avocado displays because they are perfect for use in entertaining. The merchandising period around Independence Day usually is one of the top three periods of the year for avocado sales. California avocados, with their domestic origin, are particularly well suited for patriotic promotions,” says Splane.
California avocado grower, Warren Lyall, in his grove. Photo: California Avocado Commission
Growth in bags
In addition, bagged avocado sales are growing steadily with some of the biggest growth in bags with small size fruit. “We’re very enthusiastic about the retailers and avocado handlers who have chosen to prominently feature the California avocado origin in season. Consumers say they want this prominent call out to origin and will buy more because of it,” adds Splane.
In terms of consumption trends, Splane says the western region of the U.S. is the most developed region for avocado consumption. “On a percentage basis, regions outside the west will likely see the strongest consumption growth in the next decade. However on a volume basis, even small increases in consumption in the west will have a big impact,” says Splane, adding that the biggest opportunities in that region lie with encouraging avocado lovers to purchase the fruit more frequently and increase how many they buy each time they shop.
Pricing to retailers and foodservice providers is attractive this year and provides a good opportunity for avocado promotions to consumers. “Prices across the supply chain were definitely higher last year,” says Splane.
As the California season continues, one area that continues to be in focus is the way the state’s avocados are grown and sourced, which includes good working conditions, ethical sourcing and more. “This year our marketing campaign with the theme, “The best avocados have California in them” includes communication about California avocado sustainability,” says Splane.
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751
MMorrow@avocado.org
www.californiaavocado.com