From October 16 to 18, the Anaheim Convention Center in California hosted the Global Produce & Floral Show 2025. Jorge Molina, Avobook's brand ambassador, participated in the show, highlighting the central role of avocados and the international launch of the fourth edition of Avomagazine, thus consolidating the publication's presence in the global agricultural sector.

Autumn in California once again brought together thousands of fruit, vegetable, and flower professionals at the Global Produce & Floral Show 2025 , organized by the International Fresh Produce Association (IFPA) . The event, which sets the global agenda for the produce industry each year, gathered more than 20,000 attendees from over 60 countries and a thousand exhibiting companies showcasing innovations, technologies, and consumer trends. This year, avocados played a particularly prominent role at the Anaheim Convention Center, confirming their expansion and importance within the global market.

Jorge Molina, Avobook's brand ambassador, actively participated in the trade show representing the publication. “We started off with a lot of activity, many interesting conversations. Now, I'm seen as an active and influential member of Avobook; many people thanked me for sending relevant information every week,” he said. This recognition, which Molina felt from colleagues, exporters, and representatives of companies from around the world, reflects Avobook's consolidation as a leading source of specialized information in the avocado sector.

Regarding the overall atmosphere, Jorge highlighted the fair's growth: “The fair expanded this year; the flowers were separated into a specialized pavilion, and the avocado sector continues to be a major player. Avocados from Mexico remains king, as the song goes, with impressive stands and equipment. But beyond that, there are avocados and avocado products everywhere. It's incredible how much is happening, growing, and expanding.”

Beyond the impressions, the trade show also served as a strategic meeting point. Molina held a series of meetings and made contacts with key industry players, including Emiliano Escobedo of the Hass Avocado Board (HAB) , Anderson González, Commercial Director of Zucarga Zomac SAS , and Manuel Michel, General Director of the Colombia Avocado Board (CAB) , with whom Avobook maintains a media partner relationship . He also met with Katheryn Mejía, President of Corpohass , a strategic ally in Colombia, and with representatives of sponsoring companies and premium members such as Montana Fruits (recently acquired by the Frutura group ), Phartec Produce , Green Fruit Avocados , Tomra , Giumarra , and Westpak , among others.

One of the highlights of Avobook's presence at IFPA 2025 was the international launch of the fourth edition of Avomagazine , the specialized publication that brings together reports, market analysis, and interviews with key players in the avocado industry. During the trade show, Molina presented copies of this new edition to leading companies such as Westfalia Fruit , OPPY–Eco Farms , The Packer (Farm Journal) , La Alteña , GLC Cerritos, and Greenyard–Seald Sweet USA . "I gave Avomagazine to many of them ; several were already familiar with the publication and follow it with interest," he noted.

He also shared moments with industry figures such as Gary Clevenger and Sergio Paz, columnists for Avobook, as well as Cristian Müller and Manuel Alcaíno from Decofrut . Another significant meeting was with Will Van Ingen, a marketer of coconut-derived products, who mentioned that he follows Avobook's publications because his company works with avocado oil from Kenya.

The tour of the fair also revealed opportunities for new strategic partnerships. Molina highlighted the Yentzen Group booth as a potential ally for future collaborations and held meetings with LGS (Avocado Line) and representatives from the firm Araya y Asociados regarding projects in Colombia.

In closing, Molina emphasized the dynamism of the sector and the role Avobook plays within it. “What impresses me most is seeing how the avocado continues to grow, not only as a fresh fruit but throughout its entire value chain. There is innovation, technology, derivatives, sustainable packaging, and enormous potential. And the best part is that Avobook is present in this global dialogue, recognized for its content and close relationship with the key players in the business,” he stated.

The Global Produce & Floral Show 2025 once again demonstrated why it is the most important meeting point for the world's fruit and vegetable industry. For Avobook, Jorge Molina's participation and the presentation of the fourth edition of Avomagazine reaffirmed the publication's commitment to quality information, community building, and strengthening the international avocado network.