During his visit to the Sial International Fair, which took place a few days ago in Shanghai, China, Sebastián de la Cuadra, CEO of Avobook, took the opportunity to learn more about avocado marketing, the growth in consumption in recent years, and the main challenges facing the avocado market in this Asian country.

"The avocado market in China is enormous with great potential. For several years, there have been predictions that consumption will increase and that it will become one of the most important markets in the future, thanks to its large population. However, in recent years, consumption has remained relatively stable and has not increased as expected. This is due to many factors, such as product promotion, marketing, and even educating consumers on how to eat it. The avocado ripening process is a key factor that must be considered to guarantee a positive experience for the end consumer," he explained.

Avocado consumption in China has not increased in recent years, and a significant obstacle is the lack of knowledge among Chinese consumers about the avocado ripening process. Unlike other fruits, avocados are not ready to eat upon purchase; they require further ripening. If this process is not carried out correctly, consumers may have a negative experience and avoid buying avocados again.

De la Cuadra also explained that, to overcome this challenge, there are already companies offering ready-to-eat avocados, sold in two-unit bags in supermarkets, making them easier to consume and ensuring a positive experience for the consumer. However, this process requires investment in infrastructure and logistics, which increases the cost of the product.

“During my trip, I took the opportunity to visit the Shanghai wholesale avocado market and learn about its operations. I was able to observe and understand how the market works: trucks arrive with containers, the containers are opened, all the boxes are taken out, and they begin selling immediately. In short, I can conclude from the visit that, with good quality and proper handling, China can definitely be a great market to develop,” he added.

Based on his experience in China, De la Cuadra acknowledges that the Chinese market is “complex and demanding, requiring a deep understanding of consumer preferences and distribution channels.” He also emphasizes the importance of collaboration among the various actors in the supply chain to succeed in this market.