Every time I think of Peru, a flood of emotions washes over me. The first is affection, for this country that welcomed me and where I lived for many years; my children even studied there for a few years. But I also remember discovering incredible places. I know practically the entire Peruvian coast, from the border with Ecuador to the border with Chile. I've also visited many places in the Andes Mountains, with their beautiful landscapes and incredibly kind and welcoming people. And the rainforest, which for me is one of the best places to recharge and truly appreciate nature in all its splendor.

Professionally, Peru has developed large-scale agricultural projects quickly and efficiently. Specifically in avocado production, the projects established over the last 20 years are thanks to entrepreneurs, workers, development policies, and the vision of both locals and foreigners who saw not only a business opportunity but also a way of farming rarely seen before. Right in the middle of the desert, we have some of the most efficient, yield-driven fields known.

Thanks to Peru's growth in avocado production, it is now the world's second-largest producer and exporter of the Hass variety. This has led to increased avocado consumption in markets such as Europe and Asia, and has attracted new markets. Furthermore, it has stabilized prices and increased consumption in Chile, as avocados complement the Chilean harvest.

It hasn't all been easy, obviously. Peru also had its learning curve years ago. A steady stream of consultants and agronomists from all over the world came wanting to contribute their knowledge, but clearly, for them too, this country was a learning experience. Successes and failures, like everything in life.

Today, Peru is a major player, with its fruit generally being larger than most origins, and a robust processing industry for the produce not exported fresh. This is because domestic consumption is primarily of Green Skin avocados, not Hass, with Fuerte being the most popular variety.

This year's volume is higher than last year's, and it's likely to be even higher over the next five years. Markets are also continuing to expand. The quality of Peruvian avocados, along with their phytosanitary controls, allows them to reach all markets, even the most demanding. Farms that operate like businesses, state-of-the-art packing plants, and highly qualified personnel ensure that everything continues to function smoothly and project success for the industry.

Peru will continue to provide me with enormous learning and the great satisfaction of having been involved and participated since its beginnings with the Hass avocado, since the year 2000. And we are still going...

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