Harvest volume update

California growers harvested just over 11 million pounds of avocados last week. While this is a solid volume for the end of June, overall movement remains subdued due to ongoing market pressures.

Soft retail demand

Despite the excellent quality of California fruit, retail demand remains weak. Promotional activity has been limited, and retailers seem reluctant to commit to larger volumes.

Increasing import pressure

The US avocado market is currently under pressure from multiple fronts:

- Peru and Colombia continue to ship strong volumes, and Peru's peak is still to come in the next few weeks.

Mexico's "crazy" harvest has begun, and it is projected to be 30% larger than last year, adding even more fruit to an already saturated market.

Market Outlook

With increased supply from California, Peru, and Mexico, the market is expected to become flooded with avocados of varying dry matter content and inconsistent quality. This will likely create a confusing and challenging market for buyers and consumers alike.

Strategic considerations

Success in this environment will require:

- Careful harvest planning

- Close attention to fruit quality

- Strong communication with retail partners

Freshness and proximity to the California market remain key competitive advantages.

We sincerely hope everything goes well for everyone involved. If the market responds with lower retail prices and smart promotional activity, we believe there is still a strong opportunity to successfully move volume and keep the category thriving throughout the summer.

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