Colombia Avocado Board’s William Watson Discusses Recent Sector Growth

From And Now u Know | 14 September 2022

Overview of avocados from Colombia in the U.S. market, complemented by charts from Agronometrics. Original published on September 12, 2022. 

ORLANDO, FL – I’m not particularly great at analyzing trends or interpreting data, but some growth is obvious even without a mathematical breakdown. If I showed you a graph representing the Colombia avocado sector, you would see a steady, straight line representing a strong upward trajectory for the category—and that momentum isn’t slowing down any time soon.

“It’s been an exciting time for the Colombia Avocado Board,” William Watson, Managing Director of the Colombia Avocado Board, says to me as we recount the sector’s recent growth. “It’s remarkable how much the avocado industry as a whole has grown, and how much Colombia has grown since our first shipments in 2019. It’s thanks to the work of the Hass Avocado Board and other growing regions that there is an opportunity for Colombian avocados in the United States market. That overall opportunity comes from the continued demand in the U.S. because we are growing and harvesting a product that is comparable in quality and flavor to other Hass avocados in the market.”

Several other factors have been driving growth for the Colombian avocado market, such as the growth of certified acreage, as well as expanded total acreage. As a result of rising consumer demand, Colombia has continued to expand its total tree count, and much of this expanded acreage includes new trees that are just starting to come into production.

avocado volumes by histo 10

Source: USDA Market News via Agronometrics.
(Agronometrics users can view this chart with live updates here)

As William goes on to note, the creation and approval of a phytosanitary plan that allowed shipments of Colombian avocados to the U.S. expanded market options not only for Colombian growers, but for buyers as well.

“Colombia avocados offer a choice for the U.S. buyer,” William adds. “We firmly believe that the U.S. is a strong market with growing demand that will continue to support the continued expansion and consumption of Hass avocados, and the Colombia avocado is an excellent-quality avocado that is a good value for the market thanks to its year-round growing season and access to ports that reduce overall shipping time, allowing for a fresh avocado on arrival.”

As the sector witnesses this impressive upward trend, the Colombia Avocado Board expects to see double- and potentially triple-digit growth in the volume of Colombia avocados coming to the U.S.

“The Colombian avocado industry is developing rapidly, and with it, more and more infrastructure to support continued growth in various regional areas. That growth will mean faster times to market, better quality, more sizing options, and even more promotional funds to serve the U.S. market,” William details. “The new Colombian administration has placed a high priority on agriculture, including support of the Colombian avocado industry recognizing its value to the country and to the Colombian people. We believe it will be commonplace to find Colombian avocados in the market at any time of the year.”

With the International Fresh Produce Association’s Global Produce & Floral Show approaching soon in Orlando, Florida, attendees will have a great opportunity to explore the growth of this key produce sector.

“The Colombia Avocado Board is looking forward to exhibiting at its first Global Produce & Floral Show, meeting face-to-face with buyers, and talking about promotional opportunities. We welcome any buyer in retail or foodservice who is looking to expand their avocado supply options to contact us to learn more about how we can support their promotions.”

The News in Charts is a collection of stories from the industry complemented by charts from Agronometrics to help better tell their story.

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