In the last year, Ecuador has taken important steps toward consolidating its position in international trade. The signing of a free trade agreement with South Korea opens the door to a market of 38 million people with high purchasing power. This treaty will allow 98% of Ecuador's exportable goods to enter that market with a progressive tariff reduction scheme. In the case of fresh avocados, currently subject to tariffs of 20% to 30%, a reduction is projected within five years. Although this crop still represents a smaller share of the export basket, the gradual elimination of tariff barriers is a strategic opportunity for its growth.

But simply opening markets isn't enough: Ecuador needs to be showcased to the world. In this regard, Ecuador's participation in international trade fairs like Food Attraction in Madrid, where the country has been exhibiting since 2021, has been key. This platform not only provides visibility in Europe but also to buyers from other continents, solidifying the country's position as a reliable and competitive source of origin. There, the presence of Ecuadorian companies like Intransa demonstrates the importance of consistency: it's not about attending just once, but about maintaining a presence to build long-term relationships.

Another area where Ecuador seeks to differentiate itself is in certifications. Global GAP 6.0, Rainforest Alliance, and GRASP are already part of the portfolio of several farms, and in the case of Interanza, they will cover 110 hectares in the upcoming 2025-2026 season. In a world where international buyers are increasingly demanding in terms of traceability, sustainability, and social responsibility, these types of certifications are more than a requirement: they are a guarantee of competitiveness.

However, all export growth must be considered in conjunction with the domestic market. In Ecuador, avocado consumption shows sustained growth, with approximately 55% destined for export and 45% for local consumption. The difference with other countries like Chile is that Ecuador's geographical location allows for 52 weeks of production per year. This, far from being a minor challenge, necessitates a more sophisticated strategy: balancing the export window—which offers the best prices—with a consistent supply for the domestic market.

The key will be coordination between producers and farms. More strategic management of pruning and induction can help ensure that part of the production coincides with months of low supply—such as July, August, and September—contributing to stabilizing the supply and sustaining domestic consumption. If Ecuador achieves this balance, it will not only gain markets abroad but also consolidate a culture of domestic consumption, as is already happening in neighboring countries.

The country is at a pivotal moment. It has the treaties, trade fairs, and certifications to compete globally, but also the opportunity to build a robust local market. The question is whether it can integrate these fronts in a complementary, rather than mutually exclusive, way. Because ultimately, a strong exporting Ecuador also needs a conscious consumer Ecuador.

Santiago Pinto, Director, Iteranza, spinto@interanza.com , Ecuador