Gary Clevenger
California moves towards the end of the Hass season
USA
Overview
The California avocado season continues its gradual winding down, with harvest volumes falling below 9 million pounds this week. California harvested 8.98 million pounds , of which 7.37 million pounds were Hass and 1.60 million pounds were Lamb Hass. The season total is approximately 277 million pounds , keeping the industry in line with the California Avocado Commission 's projection . Meanwhile, imports continue to increase: Mexico contributed nearly 45 million pounds last week and Peru more than 9 million pounds , ensuring ample supply as the market transitions from domestic to imported fruit.
Market outlook
The seasonal transition from Californian production to imported avocados is progressing smoothly. Californian fruit continues to offer exceptional quality and strong consumer preference, especially in the western United States, while Mexico and Peru provide the necessary volume to maintain a stable supply through the end of summer.
Retail updates
One of the most attractive opportunities in today's market is the widening price gap between 48-unit and 60-unit Hass avocados. Demand for larger sizes is keeping prices firm, while the 60-unit size remains highly competitive. This presents an excellent display opportunity for retailers: consumers continue to seek value, and 60-unit avocados offer an ideal size, allowing for aggressive promotions that can boost unit sales, increase average basket size, and sustain category momentum throughout August.
Industry observation
The California Avocado Commission continues to promote policies that support local growers during the harvest season. Although no changes have been announced, the discussion about seasonal import competition remains a relevant issue for the industry.
Looking ahead
The California harvest is expected to continue declining in the coming weeks, while Mexico becomes the primary source of Hass avocados and Peru expands its seasonal presence. Supply should remain adequate, with size 60 establishing itself as one of the most attractive promotional options currently available on the market.
Gary Clevenger
Freska Produce International, LLC
gary@freskaproduce.com
