The California Avocado Commission projects a volume of 104,000 tons for the 2024-25 season, highlighting favorable conditions and a commitment to sustainability.

The California avocado industry anticipates a promising 2024-25 season, with a projected volume of 104,000 tons. Terry Splane, vice president of marketing for the California Avocado Commission (CAC), attributes this optimism to recent abundant rainfall that has boosted production. Despite fluctuations over the past decade, with a 17% decrease in productive acres but a 12% increase in crop value, the industry remains optimistic about the future outlook.

California avocados, mostly of the Hass variety, are consumed primarily within the state, home to more than 30 million people. The GEM variety, a smaller fruit with a thicker skin, is gaining popularity due to its hardiness and high yield, with a projected harvest of 2,500 tons this season, double last year's amount. Despite concerns about water consumption, California avocados are considered sustainable, with 60% of consumers viewing them as an environmentally friendly option.

The California Avocado Corporation (CAC) has adjusted its marketing strategy to highlight sustainable farming practices and California's dedication to quality. During the International Fresh Produce Association's Global Produce & Floral Show, CAC announced its renewed focus on public relations, emphasizing the health benefits and excellent quality of its avocados. This strategy aims to differentiate California avocados from those of other origins and strengthen their market position.

Source: portalfruticola.com