European consumers are no longer looking for more avocados. They're looking for better avocados.

Today, however, I believe the market has entered a new stage.

After many years visiting farms, working alongside producers in different countries, and attending to the needs of clients throughout Europe, I have come to a very clear conclusion: the future of avocados will no longer depend solely on producing more fruit. It will depend, above all, on offering a better consumer experience.

The European consumer has changed.

She already knows the product. She knows how to incorporate it into her diet, understands its nutritional properties, and has made it a regular in her shopping basket. The real challenge is no longer convincing her to try an avocado. The challenge is getting her to want to repeat the experience again and again.

And that only happens when quality is also present.

Because a consumer who opens a perfect avocado will buy it again. But a consumer who finds an unripe, stringy, or tasteless fruit is unlikely to repeat their purchase with the same confidence.

That is why I am convinced that consistency will be the key differentiating factor in the European market for the next few years.

Quality can no longer be the exception. It has to become the standard.

From our experience as importers, we have observed for years that Europe increasingly demands premium products. Distributors seek suppliers capable of offering consistency, proper ripening, traceability, and a stable supply throughout the year.

This scenario forces the entire chain to evolve.

It's not enough to produce more. We need to produce better. We need to plan better. We need to know the consumer better and understand what they expect when they buy an avocado.

Along this path, collaboration between Europe and Latin America will be more important than ever.

We are fortunate to have worked for years with some of the leading producers in Mexico, Chile, Peru, and Colombia , building relationships based on trust and a shared vision of the market. I have always believed that the future of avocados lies not in competition between origins, but in complementing each other to guarantee the best fruit year-round.

Each origin has different strengths. The key is to put them at the service of a consumer who increasingly demands more and is less tolerant of mistakes.

We will also see a much more professionalized market.

Sustainability will cease to be a marketing argument and will become an essential requirement. Logistical efficiency, responsible water management, carbon footprint reduction, and traceability will become increasingly crucial for producers, importers, and distributors.

But even in this new scenario, I still think that true success will continue to depend on something very simple.

Regarding quality.

Because campaigns end. Volumes change. Markets evolve.

What remains is consumer confidence.

And that confidence is built every time a person opens an avocado and finds exactly what they expected: a creamy texture, a balanced flavor, and the certainty of having chosen well.

I am convinced that Europe will continue to grow. In fact, I believe there is still a long way to go, especially in markets where per capita consumption remains low. But this growth will not come solely from attracting new consumers. It will come because millions of Europeans will increasingly incorporate avocados into their daily lives.

And that will only happen if the entire chain understands that the real challenge is no longer about selling more avocados.

It's about making every avocado a good experience.

Because, in the end, the European consumer is no longer looking for avocados.

Look for better avocados.