In an interview with the President of the Chilean Avocado Committee, the challenges and strategies of the Chilean market in the face of competition from Peru and other markets are discussed, along with export projections for 2025 and the impact of new logistical and commercial dynamics.

Carmen Gloria Lüttges is one of the most influential figures in the Chilean fruit industry, with extensive experience in the marketing and export of fresh produce. She currently serves as Commercial Manager for Avocados in South America at Westfalia Fruit and as president of the Chilean Avocado Committee , roles that have allowed her to lead key strategies for positioning Chilean avocados in international markets. Her experience ranges from strategic planning to commercial management, giving her a comprehensive understanding of the sector.

Throughout his career, Lüttges has worked on optimizing commercial and logistical processes, promoting sustainable practices and fostering collaboration between producers and exporters.

In this interview for AvoMagazine, we will address the main challenges and opportunities of the avocado market in Chile, including the balance of the 2024 season, competition with other producing countries, projections for 2025 and strategies to strengthen the Chilean presence in key markets such as Europe, the United States and Asia.

An industry of growth, but also with challenges

“Chile has seen a 40% increase in export volume compared to the same week of the previous season, with good returns, which will bring good results for producers and marketers,” he explained.

Europe remains the primary destination for Chilean avocados, accounting for 61% of total exports. However, this figure has decreased by 13 percentage points compared to the previous season, due in part to the growth of Argentina as a destination market, which now represents 21% of exports. Meanwhile, Asia remains stable at 10% of total exports, while the United States has experienced slight growth, reaching an 8% market share.

One of Chile's main challenges is the growing competition in Europe, particularly from Morocco. Morocco has increased its plantations and export volumes, taking advantage of its geographical proximity to the European continent. However, it faces significant difficulties, such as adverse weather conditions—with heat waves originating in the Sahara Desert—and challenges in water resource management.

“ Although Morocco is expected to increase its export volumes to Europe due to the expansion of plantations in recent years, it faces several challenges, such as heat waves and water resource management. Morocco is an emerging exporting country that still needs to improve the technical management of orchards and its packing infrastructure to provide a safe and sustainable product. In a European market that grows year after year in terms of quality and certifications, Chile already plays an important role, given its high standards and consistent product quality, making it the preferred origin for European retailers, ” explains Carmen Gloria.

The United States, meanwhile, remains a market of interest for Chilean avocados. Despite Mexico's strong presence, Chile maintains its position thanks to its reliability and commitment to retail programs. Over the years, Chilean exporters have built a reputation for consistency and quality, key factors in a demanding market. "While the volume is limited, our quality continues to guarantee competitive returns," says Lüttges.

For 2025, avocado flowering in Chile has shown favorable signs in most producing areas, suggesting a season with volumes similar to this year's. However, confirmation of these projections will depend on the second natural fruit drop that occurs between March and April.

“In general, there appears to be good fruit set in most producing areas, but there are still no official estimates from the Avocado Committee regarding the 2025 season, as we must wait for the second natural fruit drop. The first figures will be released in April, which I believe will be very similar to the season that is ending,” the expert explains.

And what will the focus be for 2025?

According to recent data shared at Fruit Logistica in Berlin, Peru is expected to increase its production by 20% to 30%, which could affect the duration of its presence in the European market. Given this scenario, Chile will need to assess the optimal time to begin its season and adjust its strategy accordingly.

“Peru is expected to grow between 20-30% in the 2025 season, so Chile will have to adjust its strategy. We will likely concentrate more volume in the last months of the year and make decisions based on the situation in international markets and the domestic market, which is also growing,” Lüttges says.

Regarding logistics, one of the questions that has arisen in the industry is whether Chile could leverage the new port of Chancay to optimize shipments to Asia, replicating Peru's strategy. This recently inaugurated port represents a potential opportunity to reduce logistics costs and times. However, at the moment there is no direct trade route connecting Chilean ports with Chancay.

“Currently, there are no direct services from Chile to the port of Chancay. If a safe and competitive route is implemented in the future that reduces transit times, it would be a great opportunity for the industry,” Lüttges points out. If this service materializes with competitive rates and more efficient transit times from the beginning to the end of the Chilean season, it could become a key alternative for improving the sector's competitiveness.

In the domestic market, the supply of avocados during the off-season has been dominated primarily by Peru, and it is expected to remain the main supplier due to its geographical proximity, lower logistics costs, and its established presence in the Chilean market. Although countries like Brazil and Mexico have expressed interest in supplying avocados to Chile during periods of lower supply, the entry of new origins with significant volumes seems unlikely in the short term. However, this year Brazil joins the market as a new supplier, subject to compliance with the high phytosanitary standards established by the Agricultural and Livestock Service (SAG).

“As the Avocado Committee, we were actively involved in developing the protocols that made this milestone possible, thus safeguarding the national phytosanitary heritage. First, we responded to the public consultations prepared by the authorities, and then we held regular meetings to contribute our vision and technical expertise. The volume of Brazilian avocados entering Chile will depend on phytosanitary compliance at the source and the quality and condition of the product shipped to the country, as Chilean consumers are very demanding,” explains Lüttges.