At the heart of the exponential growth of Colombian Hass avocados is Cartama, a company that has successfully combined business acumen, technological innovation, and social commitment to position itself as an undisputed leader in international markets. Ricardo Uribe, Chairman of the Colombian Avocado Board (CAB) and President of Cartama, spoke about the pillars of this leadership, the challenges overcome, and the future plans of this company, which, on its 25th anniversary, continues to solidify Colombian agriculture as an engine of development.

The story of Cartama began with a family inspiration and a strategic vision. “When my father learned about Hass avocado cultivation in Chile and we decided to start this project in Colombia, we envisioned taking advantage of our country's strengths to produce a high-quality fruit that would meet a constantly increasing global demand,” Uribe recalls.

Since then, growth has been sustained and well-planned. The key, according to Uribe, has been maintaining a clear focus on quality, service, and the vertical integration of the production model. “Our model allows us to have rigorous control of the process, from the nursery to the avocado's arrival at its final destination. We invest in human talent, agronomic research, and the protection of natural resources, which allows us to differentiate ourselves from other origins,” he states.

Pioneers in new markets, primarily in the USA

Cartama's leadership is also reflected in its pioneering role in opening strategic markets. It was the first Colombian company to export Hass avocados to the United States, China, and Japan. Furthermore, in 2020, it opened Cartama Europe in Rotterdam, strengthening its presence on the continent.

“Today we allocate 50% of our annual volume to Europe and the other 50% to the United States. These strategic alliances allow us to be closer to our customers, optimize supply chains, and bring our Colombian Hass avocados to new destinations,” Uribe explains.

To maintain efficiency throughout the value chain, Cartama has relied on technology as a key tool. “Our industry demands a high level of innovation in processes, as it is a crop that we continue to adapt to the soil conditions and topography of our country,” explains Uribe.

From drones for fertilization and pest control to electronic sorting systems and real-time digital traceability, the company has made a significant investment in modernizing its operations. This is further complemented by Avolab, a laboratory inaugurated in 2022 that enables advanced analysis to optimize crop nutrition and mitigate risks associated with pesticides and heavy metals.

Looking to the future, Uribe announces a new milestone: “By 2026 we expect to inaugurate our second packing plant in Antioquia, which will allow us to increase our installed capacity to 180 containers per week, incorporating new technologies that will directly impact the quality of our fruit and where we will generate 700 new direct jobs.”

Sustainability is another key element of Cartama's strategy. Taking advantage of Colombia's climate, the company has minimized its use of irrigation and protected more than 1,700 hectares of native forests. “Environmental sustainability is part of our DNA. We protect more than 1,000 beehives, which are crucial allies in pollination,” Uribe emphasizes.

In line with the low-carbon agriculture trend, Cartama has begun measuring its environmental footprint and has already implemented concrete actions. “100% of the energy we use comes from renewable resources, combining hydroelectric and solar power. Furthermore, we promote carbon capture models with regenerative practices,” he adds.

Ethics, traceability and certifications: pillars of trust

In an increasingly demanding industry, traceability and compliance with international standards are non-negotiable. “Every piece of fruit we export can be traced from the plot where it was grown to the supermarket where it is sold,” Uribe assures.

To ensure this, Cartama uses integrated digital platforms and, since 2025, has implemented a new ERP system and specific tools for its packing plants and production units. Regarding certifications, the company holds Global GAP, Rainforest Alliance, BRC, SMETA, BASC, and B Corp certifications, the latter recognizing it as one of the best-rated B Corps in Latin America in governance, workers, and customers.

“The certification validates our good practices and reflects our balance between purpose and profit,” he emphasizes.

Cartama's impact extends far beyond the agricultural business. With over 400 partner producers, the company fosters ethical, direct relationships that generate shared value. It also develops social programs in health, education, and housing. "Our commitment goes beyond avocados: we want to positively impact communities," Uribe states with conviction.

Finally, Uribe emphasizes the importance of continuing to promote domestic consumption of Colombian Hass avocados. “Together with the Colombian Avocado Board, we have worked on marketing campaigns that highlight the attributes of our fruit: flavor, freshness, and sustainability. At Cartama, we firmly believe in the transformative potential of Colombian agriculture. We want to dignify the countryside and demonstrate that profitable and sustainable growth is possible.”

With a vision for the future, social commitment and a constant focus on quality, Cartama is establishing itself as an ambassador for Colombian avocados in the world, sowing not only fruits, but also opportunities.