Avocado consumption continues to rise, integral to dishes like guacamole, buddha bowls, and toast toppers. However, concerns are surfacing about the sustainability of imported avocados. A lawsuit involving U.S. avocado growers highlights these issues, with sustainability claims being tested in court.
The Delmonte lawsuit alleges that consumers prioritize sustainably marketed produce, sometimes paying more for it. The Organic Consumers Association (OCA) is not pursuing monetary damages but seeks clarity on Del Monte's practices and an end to allegedly deceptive marketing practices.
In Southern California, avocado growers, including Kachuck Enterprises, face challenges from foreign competition. Norm Kachuck, CEO, mentions awareness of imported avocados' impact on attractiveness: they're "only now becoming aware of the implications of how that sourcing compromises the attractiveness of that imported fruit," he said. California producers argue competitors mislead consumers by labeling their product sustainable while engaging in practices harmful to the environment, such as deforestation and soil degradation, allegedly infringing California's laws.
Del Monte is accused, based on Mexican export data, of sourcing avocados from areas in Michoacán that have undergone deforestation. Opposing sides have submitted dismissal requests, with a potential move to discovery, an exchange of relevant information for trial. In an article by Reuters, no comments were received from involved companies, except Whole Foods Market, addressing responsibly sourced avocados.
Attention from figures like Senator Peter Welch and former U.S. ambassador to Mexico, Ken Salazar, underscores concerns about avocado sourcing from deforested areas. Discussions with Biden's administration resulted in a combat framework against deforestation-driven demands, though the zero-tariff policy on Mexican avocados remains from the previous administration.
These disputes form part of a broader challenge against 'greenwashing,' questioning sustainability claims. A parallel case involves Florida Crystals in the sugar industry. While some importers have committed to reducing deforestation, enforcing these promises remains challenging.
Norm Kachuck hopes these legal actions elevate public awareness about avocado import impacts. As OCA's Baden-Mayer explains, it's simpler to challenge false advertising than to ensure compliance with sustainability promises, suggesting consumers choose California-grown organic and select Mexican organic produce to support responsible sourcing.
Source: Civil Eats
