Faced with a temporary reduction in Hass avocado shipments from Mexico, Colombia is intensifying its presence in the U.S. market. Spokespeople such as María Isabel Gaviria (Coltrópicos), Natalia Moranth Zuluaga (Montana Fruits), Jorge Molina Duque (Quality Studio CO), and Manuel Michel (Colombia Avocado Board) explain how the country is seeking to place its fruit under planned programs, take advantage of its production window, and counter the pressure from other origins such as Peru and California.

While Mexico reduces its Hass avocado export volume due to the end of its main season, Colombia intensifies its efforts to occupy the available space in the competitive US market.

This phenomenon, which occurs during a peak period of national production, has motivated a joint effort between exporting companies and institutions to position the country as a reliable and high-quality supplier, both now and in the medium term.

From Coltrópicos, General Manager María Isabel Gaviria indicates that, although shipments to the United States have remained steady throughout the year, June presents new challenges. “The influx of Peruvian fruit has lowered prices, unlike last year when we saw quite good prices during these months. The oversupply has slowed fruit turnover and impacted the efficiency of shipments from Colombia,” she noted.

Nevertheless, growth has been significant: shipments to the United States increased by 211.76% and now represent half of the company's total export volume, balanced with Europe. Rather than simply shifting fruit from one market to another, Coltrópicos has focused on capturing more volume and distributing sizes according to the demand of each region, also achieving a 12.24% increase in its European shipments.

Natalia Moranth Zuluaga, International Commercial Director of Montana Fruits, shares a similar view, noting that the current Colombian harvest period coinciding with the Mexican downturn favors Colombia's positioning in the U.S. market. "Colombia is increasingly gaining strength in the U.S. market. This is not only due to Mexico's temporary decline, but also to our current production levels," she stated.

According to data from CorpoHass, Colombian exports to the United States reached 30,200 tons in 2024, with a projected total of 73,000 tons by 2025, representing a 141% increase. Exports to Europe, meanwhile, are expected to remain stable at around 104,000 tons, similar to the 101,000 tons exported in 2023.

Colombia also benefits from its strategic location: only four days transit time to the port of Miami and six to Philadelphia. However, the abundance of supply from Peru and California has complicated the situation. “Many of us did not anticipate the record volume from Peru, especially in the United States.

"Its high supply is affecting both the European and American markets, putting pressure on prices and causing some exporters to lose programs," added Moranth, who also pointed out the need to invest in the field to improve the size curve and sustain small fruit programs.

In this context, the technical perspective of Jorge Molina Duque, Operations Manager at Quality Studio CO, offers a specific insight into the current state of Colombian production. “Colombia typically has its peak season between May and July. This year the harvest came much earlier, but a good batch of fruit is coming that will need to be placed in the markets,” he stated. He explained that, given the congestion in Europe—especially due to the strong Peruvian presence—exporters are focusing their efforts on the United States, seeking to place fruit under pre-established programs rather than on the spot market. “Taking advantage of this turning point in the United States, Colombian fruit is aiming to secure positions in those Mexican markets.”

Molina also highlights a technical detail that is shaping operations this year: “Larger sizes are better received, while medium and small sizes are not as well received.” This has led to these smaller sizes migrating to Europe, although Colombia also doesn't have a large supply of large fruit. The challenge, then, lies in optimizing the use of the available volume, adjusting strategies according to market dynamics: “Place the fruit in programs, not for spot sales, and fill the usual slots as well as the slots that Mexico is leaving and that Peru isn't filling,” he summarized.

From an institutional perspective, the Colombia Avocado Board (CAB) reinforces this strategic vision with a strong commitment to the retail channel. Although volume forecasts for Mexico in June show a year-on-year increase (from 25 million pounds per week in 2024 to 29 million in 2025), their fulfillment is uncertain. “Mexico’s projections have been overestimated this year by approximately 10–15%,” warned Manuel Michel, CAB’s executive director. In the first five months of the year, Mexico has exported 945 million pounds, compared to 1.109 billion in the same period of the previous year.

Michel highlights that Colombian volume continues to show sustained year-on-year growth, becoming a reliable source of high-quality fruit, ideal for stabilizing seasonal fluctuations. Instead of reacting with one-off campaigns, CAB maintains a long-term strategy focused on partnering with retailers interested in building consistent and sustainable supply programs.

Current actions include retail incentives, customized point-of-sale materials, pre-ripening and packaging support, a revamped digital ecosystem, and close collaboration with Corpohass to ensure consistent communication.

Promotional efforts are concentrated in regions where Colombia has clear logistical advantages —the Southeast, Mid-Atlantic and Northeast of the US— although a growing demand is already beginning to be seen from the Midwest and the West Coast.

Colombia, with its early harvest, an increasingly professional export structure, and consistent institutional support, is poised to firmly fill the gaps left by Mexico and Peru. If the fruit arrives under planned programs and with proper calibration, this opportunity could solidify beyond the seasonal fluctuations.