Avocado Territory 2024 experts analyze how to guarantee consumer loyalty in America and Europe, highlighting challenges in quality, sustainability and certifications.

At the Territorio Aguacate 2024 congress held in Medellín, Colombia, supply chain experts discussed the perception of Latin American avocados in international markets. Joel Pascual (Cartama Europe), Annabel Konst (Westfalia Central Europe), and Fernando Bustamante (Walmart USA) agreed that quality and sustainability are fundamental to competing in demanding markets such as the United States and Europe.

Evolution of the Colombian Avocado : According to the panelists, the Colombian avocado has significantly improved in quality, establishing itself as a reliable source for supplying markets year-round. However, challenges such as a less intense flavor in early harvests or late ripening issues require attention. "Consumers are looking for a good experience when eating avocados, regardless of their origin," Bustamante noted.

Sustainability and certifications: essential requirements. For European consumers, issues such as deforestation, efficient water use, and labor rights are as important as quality. Annabel Konst emphasized the importance of producers partnering with experienced exporters to comply with increasingly stringent laws and certifications in Europe. Bustamante added that in the US, 90% of consumers trust that their supermarkets prioritize ethical and sustainable products, a trend that will continue to grow.

Technical Challenges and Consumer Perception: Proper ripening is critical to the commercial success of avocados. "If a consumer buys an avocado that isn't ripe and has to be thrown away, they probably won't buy it again for weeks," Pascual warned. This underscores the need to improve post-harvest and transportation techniques, especially for long-distance exports.

The future of Latin American avocados

Despite the challenges, Latin American avocados hold a privileged position in global markets, with Mexico and Colombia leading the way in the Americas. To remain competitive, producers must focus on ensuring quality, adhering to ethical standards, and delivering a consistent experience that wins over consumers in key markets.

Source: portalfruticola.com