Californian producers anticipate a strong season, with increasing volumes since March and a marketing strategy focused on sustainability and local production.

California avocado growers are gearing up for what could be their largest harvest in four years. Supply is expected to reach commercial volumes between March and April, remaining stable throughout the summer, according to the California Avocado Commission (CAC). Despite recent strong winds in some growing areas, the industry remains optimistic thanks to investments in new plantings and improvements in yield per hectare.

The main growing regions, such as San Diego, Ventura, and San Luis Obispo counties, have enjoyed favorable growing conditions. This year's harvest is ahead of last year's, driven by market demand and the flexibility of the growing areas. Some growers have begun harvesting earlier than usual to supply key promotions, such as the Super Bowl.

To manage the increased volume, the CAC has intensified its marketing strategy with campaigns focused on differentiating California avocados. “We want to highlight their local cultivation, sustainable production, and ethical sourcing,” said Terry Splane, vice president of marketing for the CAC. Market conditions are expected to remain favorable, allowing supply to grow in tandem with demand throughout the season.

Source: freshplaza.es