Rodolfo Anleu, general manager of Grupo Hass, recounts his journey of more than a decade as an avocado exporter in Guatemala. From his beginnings in local trade to establishing himself as a leader in exports to Europe and Central America, Anleu reveals the challenges of the sector, the learning curve, and the opportunities that lie ahead for Guatemala in the global market, with a special focus on the opening of the US market.

In recent years, Guatemala has experienced remarkable growth in its capacity to produce and export Hass avocados, becoming an emerging competitor on the global stage. Despite the growing demand for this "green gold" in international markets such as Europe and Central America, the country faces significant challenges, from the quality and quantity of production to the logistical infrastructure needed to compete with major players like Mexico and Peru. In this interview, Rodolfo Anleu, general manager of Grupo Hass, shares his experience in the sector and his reflections on the opportunities and difficulties Guatemalan exporters face in their process of consolidating their position in the international market.

Rodolfo Anleu began his foray into the avocado export market with a clear vision: to take Guatemalan avocados to new horizons. “The avocado market in Guatemala is small, but very competitive,” Anleu explains, recalling his beginnings. “We faced a steep learning curve, especially in the first few years. We didn't have a clear reference point for the quality Europeans were looking for, and, moreover, the production volume wasn't up to their demands.”

The year 2017 marked a significant milestone with the opening of exports to Europe, a market that demanded high standards in terms of quality and phytosanitary certifications. “We had to adapt quickly to the expectations of European consumers, who value factors such as oil concentration and the dry matter content of avocados. It wasn't easy, but we were able to improve our processes and, over time, we consolidated our position in the market,” he adds.

Hass Group: From local competitor to international benchmark

Grupo Hass, under Anleu's leadership, began exporting in 2019, just as Guatemalan avocados were starting to gain ground abroad. “At first, we focused on closer markets, like Central America. Little by little, we explored opportunities in Europe, a market that presents great challenges, but also rewards,” he says. Since then, the company's growth has been steady, especially in Europe, where demand for Hass avocados has grown significantly.

“Over the past two years, we have achieved remarkable success in Europe. We have gone from exporting just a few containers to shipping three containers per week during peak seasons. Last year we finished with 50 containers shipped to Europe, and this year we are projecting around 60 containers,” Anleu says with satisfaction.

According to the general manager of Grupo Hass, the competitiveness of Guatemalan avocados lies in the climatic and genetic conditions of the local varieties. “Guatemala has exceptional quality to compete. The oil concentration, dry matter content, and good genetic management allow us to offer a high-quality product. However, the key lies in the exporter's responsibility: understanding market needs, ensuring an efficient supply chain, and guaranteeing that the avocados arrive at their destination in optimal condition.”

One of Grupo Hass's most ambitious goals is opening up the U.S. market, a goal that Anleu considers crucial for the future of the avocado industry in Guatemala. “I believe that access to the U.S. market will be an excellent opportunity for growth. This is a natural market for us, not only because of its geographical proximity, but also because it would allow us to compete with much shorter transit times compared to Europe, where shipping takes up to three weeks,” he says.

The opening of the U.S. market would represent a significant step forward for Guatemala, a country that, despite its size, has demonstrated great agricultural potential. According to Anleu, the ability to reduce transportation costs and improve product freshness upon reaching the end consumer are key factors in maximizing this opportunity. “The United States is a large market with growing demand for Hass avocados. If we manage to open that market, we could significantly increase our export capacity.”

In addition to the United States, Anleu also sees potential in markets like Chile and Asia, although with caution due to the longer transit times involved. “Asia is an interesting market, but shipping times are a challenge. For now, I think our best bet is to consolidate our presence in Europe and expand into the United States,” he reflects.

The importance of quality and the future of the sector in Guatemala

For Anleu, the key to success in international markets is not just volume, but quality. “Guatemalan producers have understood that competitiveness isn't solely about quantity, but about offering a product that meets the most demanding standards,” he states. The avocado industry in Guatemala has undergone a shift in focus, moving from mass production to prioritizing quality at every stage of the process, from farm selection to quality control and logistics.

“At Grupo Hass, we have implemented practices that guarantee the quality of our product. We know that avocados must arrive in optimal condition to demanding markets like Europe, and that requires a constant effort to improve the supply chain,” he adds. According to Anleu, the biggest challenge facing Guatemala is ensuring an efficient production chain with the highest standards.

With the opening of new markets and growing global demand for Hass avocados, Rodolfo Anleu is optimistic about the future of the industry in Guatemala. “We are seeing an increase in fruit availability, with more mature plantations and younger ones beginning to produce. This, combined with the improving quality, gives us a unique opportunity to consolidate our position as a key player in the international avocado market,” he concludes.

Grupo Hass's projections for 2025 are ambitious, with expectations of significantly increasing its export capacity and expanding its presence in key markets. As Guatemala continues to position itself on the global avocado map, companies like Grupo Hass are at the forefront, leading the way toward a future full of opportunities and growth.