California avocado growers are getting ready for what's estimated to be its largest crop since 2020. "This strong supply of California avocados should reach promotable volumes in late March/early April and is expected to continue with comprehensive supply through summer," says Terry Splane, vice president marketing for the California Avocado Commission (CAC).
This optimistic outlook is even with recent extremely high winds in some growing areas. "Consistent investment and planting of new trees over the last decade have led to improved per-acre yields and indicate a healthy and promising crop," says Splane. "Growers are monitoring weather conditions, particularly rain and sunshine, to support optimal fruit development."
Photos: California Avocado Commission.
In California, avocados are primarily sourced from regions such as San Diego, Ventura, and San Luis Obispo counties where growing conditions have been favorable. "Generally speaking, harvesting begins earlier in the south and then progresses to the north, but this can vary by grove. All of California is hoping for rain to come soon," says Splane.
Harvest ahead so far
To date, this year's harvest progress is slightly ahead of last year–and that's likely driven by good market conditions. Peak availability of fruit from the state is expected for spring and summer, though some growers are picking now to support promotions for the Super Bowl on Sunday, February 9th. "This flexibility is because different California avocado growing regions begin and end their harvesting based on the maturity of their fruit and market conditions. With this earlier availability, regional customers will have the opportunity to start carrying fruit in the early season and continue through summer," says Splane.
As for demand, it's strong at the moment. That said, with the additional volume that's expected this season, CAC is ramping up its marketing efforts to align with the start of the peak California avocado season. "We are implementing creative customer programs and trade partnerships to support the increased crop volume. These initiatives will align with our own messaging and consumer priorities around things like sustainability, local growing, and ethical sourcing," says Splane.
The marketing efforts will also continue to focus on one key area: differentiation. "The biggest challenge is ensuring consumers are aware of what differentiates California avocados—locally grown, sustainably farmed, and ethically sourced—and knowing when and where to purchase them," says Splane.
Looking ahead, the California avocado industry hopes that market conditions remain favorable and that demand increases heading into peak availability. "With the robust California avocado crop and the current strong market conditions, we expect a few select California growers to begin size picking in February and some consumers will begin to see California fruit in their local retail stores," says Splane.
For more information:
Lori Small
California Avocado Commission
Tel: +1 (949) 341-1955
[email protected]
www.californiaavocado.com