Avobook spoke with Saúl Medina, the new president of the Association of Avocado Producers and Exporters of Jalisco (APEAJAL), who explained how the production and export volume of this Mexican state has evolved.

Under the leadership of Saúl Medina, the Association of Avocado Producers and Exporters of Jalisco (APEAJAL) faces a new stage, marked by the challenge of integrating more producers into the export system, especially the smallest ones.

One of the main focuses of this new administration is to broaden the organization's representation base, ensuring that benefits and opportunities reach all stakeholders in the sector. To achieve this, coordinated efforts with authorities such as the Ministry of Agriculture and Rural Development (SADER) have been strengthened, with the aim of facilitating access to key certifications that enable responsible production and adherence to international standards.

“The challenge is to make them part of APEAJAL, looking after the interests of all producers and not just a few. We are working hand in hand with SADER to seek support that will allow small producers to obtain the minimum certifications essential for the care of resources and the environment,” says Medina.

In this interview with Avobook, the new president of APEAJAL explains that the Board of Directors, which will lead the organization from 2025 to 2027, has clearly defined its strategic priorities: expanding the presence of Jalisco avocados in international markets, increasing the number of orchards authorized to export to the United States, and making decisive progress in sustainability. These goals aim to strengthen the sector's competitiveness without neglecting the sanitary requirements that guarantee access to demanding markets and ensure sustainability.

What are the main challenges and goals you face as the new president of APEAJAL during this period?

“The goal is to continue positioning Jalisco as a key player in international markets, showcasing its vital role in making Mexico a more dominant country. We are working to expand Jalisco avocado production to more markets, such as South Korea, China, Chile, and others. This task presents some challenges. The main one is being competitive in a market with multiple origins, considering that the Méndez variety harvest always peaks around the same time as avocados from various origins, primarily Peru, but also other origins are in full production. Another challenge is to continue promoting Jalisco avocados as a sustainable product, ensuring efficient use of production resources.”

How can Jalisco's presence in the global market be strengthened?

“The Jalisco avocado has always been very well positioned due to its quality, size, and cosmetic uniformity. Its market window is also very important, as it complements Mexico's overall market share, helping to further the transition from 'black' fruit to 'crazy' fruit. Its size ensures that there is no market segment left without Mexican fruit throughout the year.”

What new markets is Jalisco opening up in terms of phytosanitary standards for avocado exports?

“We are working together with government institutions to open up South Korea, China, and are in talks with Chile.”

How many hectares of Hass avocado are planted and in production in Jalisco, and how many of them are authorized to export to the United States?

"A little over 43,000 hectares, of which only slightly more than 20,000 are available for the United States."

Is growth in Hass avocado acreage expected in Jalisco? Does this growth depend on land or water availability, or other challenges?

“If growth continues year after year, water availability and permits have become increasingly limited, but by doing things right, there is still a way for Jalisco to continue growing. This year's rains are helping a lot.”

2024-2025 Season

How did the 2024-2025 season end in terms of avocado harvesting and exports in Jalisco?

“The 2024–2025 season, which ran from May 2024 to April 2025, closed with a very positive performance for Jalisco. During that period, the state exported an estimated total of 93,000 tons of avocados, considering the shipments registered between May and December 2024, which totaled approximately 86,000 tons; and those exported between January and April 2025, which exceeded 7,000 tons. This volume once again positions Jalisco as one of the leading avocado-exporting states in the country, with a strong presence in key markets such as the United States, Canada, and Japan. In fact, between January and June 2025, Jalisco exported more than 53,000 tons, of which 98% went to these three main destinations. The United States alone received more than 37,000 tons, while Canada received over 9,000 tons and Japan nearly 5,000 tons. These results reflect Jalisco's productive capacity and the confidence that our fruit generates in the more demanding international markets.”

How are exports evolving compared to historical annual data?

“If we review the historical performance of our exports, Jalisco has shown very consistent growth in recent years. In 2020, we exported just over 111,000 tons; in 2021, we dropped slightly to 103,000 tons; and in 2022, we experienced a more pronounced decrease, closing with approximately 92,000 tons. Starting in 2023, we began a clear recovery: that year we closed with 120,802 tons, and in 2024, we reached a new historical record with 137,295 tons exported, representing a 13.6% increase compared to the previous year.”

Is there market diversification for avocados from Jalisco?

"Beyond the total export volume, one of the important advances between 2024 and the first half of 2025 was to continue consolidating Jalisco's presence in non-traditional markets, especially in Asia and the Middle East. While the majority of our exports remain concentrated in the United States, Canada, and Japan, we also maintained consistent shipments to countries such as the United Arab Emirates, Kuwait, Saudi Arabia, and Malaysia. We are talking about smaller volumes in comparison, but sustained ones, which reflects that there is a commercial base that is being established and has the potential to grow."

What are the projections for the new 2025-2026 season in terms of harvest volumes and sizes?

"At the moment, it looks like we'll have a better harvest than last year. It's helping a lot that the rains started a month earlier, and both the volume and the harvest look like they'll be better than last year."

What should APEAJAL focus its efforts on in the coming years, both in the medium and long term, to continue growing and strengthening the sector?

"Our goal is for our avocados to remain a leader in every market we serve and to find ways to export them to as many markets as possible. Less than 50% of the avocado-growing hectares in Jalisco are currently certified for the U.S. export program. Therefore, it will be a challenge to find ways to increase that number without neglecting quality and pest control, and to enable more small, medium, and large producers to export their avocados to this destination."

What initiatives are being implemented to promote innovation and sustainability in avocado production in Jalisco?

“We have been implementing a reforestation program since 2017. Thanks to this, more than 5,100 hectares have been reforested in 23 municipalities across the state. More than 270,000 plants have been successfully planted. We have a forestry brigade responsible for carrying out reforestation work and protecting our forests from wildfires. In addition, we are implementing efficient irrigation practices, which allows most orchards in Jalisco to use micro-sprinkler or drip irrigation.”

What kind of collaboration and alliances are being established with other sectors and organizations to strengthen the avocado industry in Jalisco?

“We have been working with local institutions to find sustainable development models in the communities where avocados are grown. We hope to have a community more committed to the environment, both consumers and producers. We are also working with the National Service for Agrifood Health, Safety and Quality (SENASICA) and the Ministry of Agriculture and Rural Development (SADER) for the benefit of small and medium-sized producers in Jalisco.”