Colombia expects to export about 182,000 tons of Hass avocados in 2025, which is 25% more than the previous year. 50% to 60% of this will go to the European market," stated Katheryn Mejía, Executive President of Corpohass.
© Corpohass
Europe remains a key market, but it also presents specific challenges. "It is a diverse market, with many languages, cultures, and consumer habits. This makes mass promotion difficult and requires personalized strategies to educate consumers," Mejía said. Despite this, she emphasized the untapped potential of this market, noting that European per capita avocado consumption is only about 1 kg, compared to nearly 4 kg in the US or 9 kg in Latin American markets like Mexico and Chile.
Colombia has a structural advantage due to its geography, enabling year-round production. Currently, Hass avocados are cultivated across 17 departments and over 250 municipalities, with standards that, according to Corpohass, meet the sustainability and quality requirements expected by the target markets.
Colombia's sales window strategically aligns with the end of the season in California, Peru, and Mexico, creating opportunities for placement during times of reduced global supply.
© Corpohass
Apart from Europe and the U.S., Colombia has started exporting to countries like Chile and Argentina. It is also actively working to open the Brazilian market, which is still in the phytosanitary approval process. "We have been working on this for six months and expect to get the green light in four or five months," said Mejía.
Exports to the U.S. face an additional challenge due to a 10% tariff on Colombian avocados. "This forces the entire production chain to be more efficient in order to absorb this extra cost," she said. However, the high quality of Colombian produce and its similarity to Mexican avocados are significant advantages in this market, she added.
The "Avocados from Colombia" sectoral brand, launched in 2024, celebrates its first anniversary with a major milestone: transitioning from a country brand to a quality certification program. This initiative, called the "Avocados from Colombia Quality Program," aims to ensure that exporting companies and their producers meet the association's standards. The pilot phase has already started and will last five months, focusing on active participation in export facilities.
Next year, the first boxes bearing the "Avocados from Colombia" seal should be showcased at trade fairs and distribution points, boosting visibility and traceability of Colombian origin.
© CorpohassFor more information:
Katheryn Mejía
Corpohass
Medellín, Colombia
Email: [email protected]
www.corpohass.com
