We are in week 42, and the European avocado market is at a critical juncture. The quality of Peruvian fruit has declined sharply in recent weeks, creating opportunities for Peruvian traders to extend the season. However, this strategy has harmed and confused the market rather than helped it.

On the other hand, Chile has emerged as an attractive alternative, with very high-quality shipments, although prices are high for this time of year. Despite this, all indications are that the coming weeks will be dominated by Chilean fruit, as it is the best option for maintaining high-quality programs until the fruit from the Mediterranean region reaches acceptable oil levels.

In this regard, investing in Chilean fruit appears to be the safest option for meeting European demand. The quality and consistency of Chilean production will be key to maintaining market confidence.

In our next installment, we'll analyze the Spanish and Moroccan campaigns, which are shaping up to be the next major campaigns in Europe after Chile. What can we expect from these productions? How will they affect the European market? These questions will be answered in our next column.

For now, it's clear that Chilean fruit will be the star of the European market in the coming weeks. Producers and traders who choose this option could benefit from high demand and competitive prices.