Many thoughts and reflections come to mind when I think about Colombia. Colombia is a country that captivates.

First of all, its people are warm and welcoming. You feel so loved in this country. Everyone is so attentive and kind, wanting you to feel comfortable and happy. They say the danger in Colombia is that you'll want to stay forever. I personally know the Coffee Region almost completely; I've been exploring it for 12 years, with its immense and beautiful landscape.

Second place, its climate. Not just on the coast. In the vast landscape of the Coffee Region, for me one of the most beautiful places in the world, the climate is enchanting: temperatures that don't go to extremes, pleasant sunshine when it's not cloudy, and rain a constant companion in this region—more rain, sometimes a lot of rain.

But let's get to the topic at hand: the avocado. Specifically, the Hass avocado, since there are local varieties like the Criollo avocado, or others such as Papelillo, Lorena, Trinidad, La Choquette, Santana, among others.

For some years now, Colombia has been developing Hass avocado projects throughout the Coffee Region, at altitudes ranging from 1,500 to 2,200 meters above sea level, similar to Michoacán. In fact, many saw Colombia as a potential "second Mexico" due to the similarities in production, but reality has shown that this country has its own unique characteristics and challenges. They hadn't anticipated a much rainier climate, less absorbent soils, and more difficult logistics for the fruit, which has forced producers to adjust their strategies.

But anyway, it was too interesting. Land costs were like nowhere else. In fact, I think the decision of many businesspeople who settled in this country (especially foreigners) was based on the cost of land. “Everything in Colombia looks beautiful, the trees look happy, they grow on their own, they don't need watering. And Colombia is close to all the markets….”

Over the years, the concept of farmland in Colombia has become more defined. Large-scale projects like these are no longer common. Estimated yields per hectare have been adjusted because the climate has shaped the origin and unique identity of this crop. Today, the farms owned by many reputable producers and companies are focused on consolidating their operations, concentrating their efforts on identifying Colombia's specific agronomic approach: ideal plant material, optimized yields per hectare, consistent fruit size distribution, effective fertilization management, harvest management (considering rainfall as a crucial factor), and how to achieve optimal post-harvest quality and delivery times.

Colombia has a tremendous advantage: the USA. If more of its hectares and volumes continue to be destined for the USA, thus avoiding long transit times, it helps a great deal.

What more could you ask for? All eyes are on this origin. The market really needs this origin. It's a country that can deliver avocados year-round thanks to its two major flowering seasons. They're close to the most important markets. Importers in Europe and the USA need Colombia.

What other help is there? We see a very active CorpoHass, developing many technical activities in Colombia, organizing conferences and events to bring together the avocado world. Producers and their teams, as well as large companies, are working hard to find the perfect formula, seeking ways to stabilize and move forward with this product.

What helps the most? Those producers and their teams are still searching for the right formula for each area they're in. Our appreciation to all of you. Please don't give up.

Perhaps we won't see the explosive growth in hectares and volumes predicted years ago in the coming years, but I do believe (and we must support this) that producers in this region will gradually gain control and improve their results. Many regions have already faced challenges and problems in their early stages. Where are they now? They have triumphed.

The potential is still there, there is professional and human quality, entrepreneurs willing to keep fighting, and customers who still need this fruit.

Go Colombia!!! With dedication and effort, I am sure that the country can become an important player in the global Hass avocado market.

Sebastian de la Cuadra Infante, CEO of Avobook, sdelacuadra@avobook.com