Moroccan Hass avocados make their entry into Georgia with a price advantage over Turkish ones

In March 2024, the Georgian avocado market reached a significant milestone with the first-ever direct import of Hass avocados from Morocco. This event, highlighted by EastFruit analysts, introduced a relatively uncommon variety to Georgian consumers, offered in large volumes and at affordable prices thanks to a partnership with the Carrefour supermarket chain, where they were sold for approximately US$4.8 per kilogram.

Fedir Rybalko, an expert in the international fruit and vegetable market, noted this development as a significant step forward for Georgia, attracting the attention of local consumers with prices considerably lower than the average of $6.5 to $7 per kilogram. Turkish avocados, which are traded at the same wholesale price, stand in stark contrast to the retail offerings of Moroccan avocados.

It is worth noting that ripe Hass avocados from Morocco were introduced to the Georgian market at a lower price than green Fuerte avocados from Turkey. Georgian consumers, not yet fully familiar with avocados, tend to prefer green fruit, mistakenly believing that the dark color indicates over-ripeness. However, recent imports from Morocco could help dispel this myth.

It's worth noting that between May and August 2023, Georgia received its first direct shipments of avocados from Kenya via the company Eximcrop, which also contributed to lower prices and increased demand for the fruit. In 2023, Georgian avocado imports increased by 80%, exceeding 1,500 tons for the first time. Despite attempts to cultivate avocados locally, the winter climate proved too cold for this tropical fruit.

Source: East Fruit