The avocado season in Chile has begun with a surprise. After a year of record prices in the Mediterranean and Peruvian seasons, it was expected that the first part of the Chilean season would follow the same trend. However, reality has been different.

Peru has shipped more fruit than projected, with varying flowering times and highly complex ripening processes. This has slowed sales in Europe and led to some uncertainty among end consumers regarding the product.

Fortunately, the quality of Chilean fruit has not disappointed. Those of us who invested in strengthening the brand with quality fruit have received a highly positive response from both the market and the end consumer.

However, uncertainty remains the norm in the avocado market. The demand for fruit is leading to early harvesting, especially in Spain and Morocco, with fruit that doesn't have a consistently stable ripening process. This can create typical early-season problems.

Furthermore, the high production expected this season could disrupt the start of the Peruvian highland harvest. In short, we only know that we know nothing about what might happen in the avocado market in the coming months.

The key to navigating this uncertainty is quality and transparency. Producers and exporters who focus on offering high-quality fruit and are transparent in their business practices will be best positioned to adapt to market changes.

In short, uncertainty is the norm in the avocado market. However, with quality, transparency, and a long-term vision, we can navigate these challenges and seize the opportunities that arise.