Weekly Harvest Summary

California avocado growers harvested 14,212 bins last week, representing approximately 13.1 million pounds. This marks a notable increase in weekly volume, in line with the California Avocado Commission's (CAC) projections of promoteable volumes of at least 10 million pounds per week through Labor Day. We'll see if this lasts that long.

Season outlook: strong but under pressure

The 2025 season continues to show promise, with a projected 375 million pounds of fruit, California's largest harvest since 2020. Organic avocados are expected to account for about 10% of that total, which could make this the state's largest organic harvest to date. Favorable growing conditions, including abundant rainfall and moderate temperatures, have contributed to excellent fruit set and overall quality.

Market dynamics: global competition weighs on prices

Traditionally, California avocados gain momentum in the market as Mexican supplies dwindle at the start of summer. However, this year presents a new challenge: both Peru and Colombia have expanded their avocado exports, reaching U.S. markets during the same window as California's peak season. These South American supplies are entering the market at lower prices, putting downward pressure on California avocado prices. While prices remain solid, thanks to strong domestic demand and the fruit's premium positioning, they are not as strong as they were earlier in the season.

Demand outlook and promotion strategy

Despite international competition, consumer demand for avocados remains high, particularly during key summer events. The California Avocado Association (CAC) has intensified marketing efforts, highlighting California's freshness, sustainability, and quality with campaigns expected to reach over 165 million impressions across digital, broadcast, and retail channels. This promotional push, combined with loyal consumer interest in California-grown produce, is expected to help maintain market momentum.

Sustainability and investment in the industry

Over the past decade, California growers have made significant investments in sustainability, including planting 3 million new trees, improving irrigation systems, and implementing soil health initiatives. These steps not only improve yields but also ensure long-term viability in a competitive global market.

Looking ahead

Although increased global supply is creating a more complex pricing environment, the California avocado industry remains resilient. With a strong crop, high-quality fruit, and a committed marketing campaign, California avocados are positioned to remain competitive through the peak of the summer season. Stay tuned for the next weekly update as the season continues to unfold.

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