Harvest Summary

Last week, California avocado growers harvested nearly 14 million pounds, bringing the season total to approximately 121 million pounds, representing about 30% of the total volume. The northern region has contributed twice as much as the southern region, highlighting the favorable growing conditions in the north.

Variety prospects

The Hass variety remains the foundation of California's avocado production. However, the Gem variety is gaining popularity, accounting for nearly 3 million pounds of the total crop. Gems are prized for their larger size, nutty flavor, and higher monounsaturated fat content, which supports heart health and reduces cholesterol levels. Gems are estimated to contribute around 8 million pounds by the end of the season.

Retail price trends

Retail avocado prices have fluctuated due to several market factors. In early May, prices were generally higher compared to the previous year, influenced by supply dynamics and increasing demand.

Promotional activities

The California Avocado Commission (CAC) has launched a comprehensive marketing campaign for the 2025 season, which includes:

- In-store promotions: Collaborations with retailers to prominently feature California avocados.

- Media reach: A mix of digital advertising, streaming television, and outdoor ads near electric car charging stations to reach health-conscious consumers.

- Variety-specific promotions: Supporting the growing popularity of varieties like Gem, with customized programs to encourage their inclusion in retail offers.

These initiatives aim to improve consumer awareness and boost sales during peak avocado season.

Market Outlook

With a projected harvest of 375 million pounds, the largest since 2020, California is well-positioned to meet domestic demand amid global supply challenges. The combination of increased production, strategic marketing, and favorable growing conditions suggests a robust season ahead.

Gary Clevenger Freska Produce International, LLC gary@freskaproduce.com