California's avocado industry is anticipating a promising season, with the California Avocado Commission (CAC) projecting a volume of 104,000 tons for the 2024-25 season.

Terry Splane, vice president of marketing for the CAC, noted that abundant rainfall has boosted production, and the expectation is that the weather will remain favorable. He attributed last year's smaller harvest to a lack of rain and a somewhat cool season following it. The sector has experienced mixed growth over the past decade, with a 17% reduction in productive acres from 2012 to 2022, but a 12% increase in crop value, according to the CAC's 2022 report.

Although California avocados are primarily for local consumption, with over 50% eaten within the state, production is expected to increase this year due to favorable weather conditions. The GEM variety, a smaller and more resilient option, is gaining popularity, with a projected harvest of around 2,500 tons this year.

Sustainability is a key focus of the CAC's new marketing strategy. Although avocado farming has been criticized for its high water consumption, California avocados are recognized as sustainable. The CAC seeks to highlight the state's sustainable agricultural practices in its marketing strategy, focusing on what sets California apart in terms of sustainability.

Despite the reputation of avocado farming, California stands out for its commitment to and reputation for supporting environmentally friendly agricultural practices, according to Splane. The marketing strategy also includes messages about the health benefits and quality of California avocados.

Source: Fruit Portal