Colombian avocados increase exports to the US and strengthen their marketing strategy

In just two years, Colombia went from exporting 15,000 tons of Hass avocados to the United States to a projected 82,500 tons, driven by increased production, improved agricultural practices, and a positioning strategy led by the Colombia Avocado Board. The industry seeks to consolidate logistical and sustainability advantages to gain ground against other origins.

Colombian avocados are experiencing unprecedented growth in the US market. According to Manuel Michel, managing director of the Colombia Avocado Board (CAB), exports to the US have increased from 30 million pounds in 2023 to a projected 165 million pounds in 2025. This surge has allowed for intensified marketing campaigns highlighting the product's fast delivery, sustainability, and flavor.

Since 2020, the CAB has operated under the Hass Avocado Promotion Research and Information Order, allocating quotas generated by export volume to promotional activities. Initially focused on importers, the campaigns have evolved to work directly with retailers, with the aim of reaching the end consumer when volume allows.

Among its competitive advantages, Colombia highlights its ability to reach the US East Coast in less than a week, surpassing competitors like Mexico and California. The industry is also promoting sustainability certifications and campaigns to position Colombian origin as synonymous with quality and freshness, with a growing focus on digital marketing and creative communication.

Source: portalfruticola.com