The last week of November made it clear that the coming months will be extremely difficult for Peruvian avocado exports to Europe. High production in Mediterranean countries, coupled with arrivals from third countries, has created a challenging scenario for Peruvian exporters.

Current avocado prices in Europe are becoming more affordable, which could be an opportunity to make the product more accessible and increase overall consumption. However, the reality is that overproduction in Spain, Morocco, Israel, and Portugal may make it difficult for Peruvian avocados to compete in the market.

The situation is even more complicated considering that Peru's main campaign is approaching with a high volume, which could create a situation similar to that of 2022, when the market did not have time to recover after a large production in the Mediterranean.

In this regard, it is essential that Peruvian exporters have solid and efficient marketing channels to defend their product in the market. The difference from previous years is that simply having the product is no longer enough; now it is necessary to have the right tools and strategy to compete in an increasingly complex market.

However, there is a silver lining to all of this. The current situation could be a catalyst for true industry professionals to stay and for those who are simply trying to get rid of the rest. This could lead to a stronger and more efficient industry, where the operators who truly add value to the business are the ones who remain.

The coming months will be challenging for Peruvian avocado exports to Europe. However, with the right strategy and strong marketing channels, it is possible to overcome these challenges and maintain competitiveness in the market.