With promotional volumes planned through October, the Californian sector is preparing for one of its best harvests in years, driven by initial demand and support programs for retailers.

California's avocado industry is experiencing a favorable season, with projections estimating a harvest of up to 375 million pounds, a five-year high. This result is attributed to strong demand during key events, such as Cinco de Mayo, and the implementation of support programs that have strengthened marketing, especially among regional chains and smaller retailers.

Although some areas are expected to close earlier than last season, the extended availability has allowed the fruit to remain on the market longer. This scenario benefits both producers and smaller retailers, who are taking advantage of the opportunity to differentiate their offerings and create promotions featuring locally grown avocados.

The Hass variety continues to lead production, but efforts are underway to promote options like GEM and Reed to diversify the offering and respond to new consumer trends. Looking ahead to 2026, marketing strategies are projected to be expanded, with a greater presence at points of sale and customized displays to reinforce the preference for Californian avocados.

Source: portalfruticola.com