With Cinco de Mayo and Mother's Day around the corner, the North American avocado industry is gearing up for May promotions. This time of year, avocados are sourced in California, Mexico, and Colombia. In addition, the Peruvian season is getting ready. "While California is looking at a condensed season, we are forecasting the state's harvest volumes to peak towards the end of April with promotable volumes available through June," says Christina Ward with Westfalia Fruit. The size curve out of California is skewing smaller due to weather. "Working with Mother Nature is part of the business," Ward added. "Every season is different."
South America update
Out of Colombia, renowned for its rich soils and optimal growing conditions, Westfalia Fruit offers a consistent supply of avocados now through August. The Colombian season is expected to peak at the 60s and smaller, promising promotable volumes of medium and small fruit. Its southern neighbor Peru is also gearing up for the season. Strong Peruvian programs will begin as early as May, with product arrivals through August. "We have been one of the largest exporters of Peruvian avocados for years, with production facilities that service all avocado-growing regions in Peru," Ward commented. "Our strong agronomy and technical teams on the ground support growers and release fruit for harvest based on accurate dry matter information." In Colombia, Peru, as well as Chile, Westfalia Fruit operates packing houses and storage facilities that focus on supplying premier avocados in North America and around the world.
Closer to home in Mexico, avocados will continue to see a consistent supply year-round. "However, it's worth noting that Mexico has different seasonality and fruit characteristics that can vary by season." Right now, harvest is at the end of the current crop season, with fruit sourced from higher elevations, providing optimal flavor profiles and eating quality. "Being vertically integrated allows us to provide customers with a year-round supply of avocados and allow for a swift response to industrywide market shifts while delivering customizable avocado programs to our customers."
Avocado orchard in Colombia.
Avocado sales up
Overall, health benefits remain a strong driver for avocado shoppers. According to the 4th quarter recap of the Hass Avocado Board, dollar sales of avocados were up across all holidays celebrated in the 4th quarter of 2023. Avocado volume and dollar sales grew by three percent during Christmas week, adding +1.2 million units and +$1.3 million to the category. Today's consumers also highly value sustainability. "We focus on responsible avocado production, plastic-free packaging, and environmental protection," Ward shared. "It's all aligned with our commitment 'to do good' for our customers, our shoppers, and our planet."
Avocado oil
Westfalia is excited to announce the debut of its branded, premium-quality avocado oil products in the United States this spring. "Our 100 percent pure avocado oils are made from ripe avocados and will be available for purchase in stores and online. They come in plain and delicious flavors, like lemon and garlic." Westfalia Fruit avocado oils are ideal for cooking, baking, drizzling, dipping, frying, and roasting with their high smoke point. More information on the new avocado oil products is coming soon.
For more information:
Christina Ward
Westfalia Fruit
Tel: (805) 212-7236
christina.ward@westfaliafruit.com
www.westfaliafruit.com