PROHASS STRENGTHENS ITS COMMITMENT TO THE PROMOTION AND QUALITY OF HASS AVOCADOS
RECORD-BREAKING PROMOTIONAL CAMPAIGN IN EUROPE AND IN KEY INTERNATIONAL AND LOCAL MARKETS
The Association of Hass Avocado Producers and Exporters of Peru - ProHass reaffirms its commitment to the promotion of Hass avocados, strengthening its global presence through strategic alliances and investment in marketing, consolidating Peru as an international benchmark and expanding into new markets.
EXPANSION IN KEY MARKETS:
One of ProHass's main efforts is channeled through the World Avocado Organization (WAO), the entity responsible for promoting avocados in Europe, and the Peruvian Avocado Commission (PAC), which is in charge of boosting their consumption in the United States. Thanks to these initiatives, Peruvian avocados have strengthened their position in key export destinations, standing out for their quality, flavor, and culinary versatility.
GROWTH OF THE PERUVIAN INDUSTRY
Peru has established itself as the world's second-largest producer and exporter of Hass avocados, with over 77,000 hectares under cultivation. Europe leads exports (57%), followed by the US (17%), Chile (10%), and China (7%), with other markets accounting for the remaining 9%.
After three years of adverse weather conditions, projections for the 2025 season are optimistic, with an estimated growth of 37%. This increase represents a significant recovery, considering that last year saw a 10% drop compared to 2023, which itself only grew by 1% compared to 2022.
BOOST TO DOMESTIC CONSUMPTION
Although exports have been key, domestic consumption of Hass avocados in Peru continues its steady growth. More and more Peruvians are incorporating this fruit into their daily diet, drawn by its high nutritional value and versatility in local cuisine. To strengthen this trend, ProHass will launch a national promotional campaign highlighting its nutritional benefits and culinary versatility.
QUALITY AND PLANNING FOR SUSTAINABLE GROWTH
Given the sector's growth, ProHass is calling for strategic and coordinated planning throughout the entire production and export chain. Optimizing product quality is fundamental, and therefore all producers and exporters are urged to ensure that the fruit meets the required quality standards, especially regarding the minimum dry matter content of 22%, an essential requirement to guarantee proper ripening, flavor, and acceptance by the end consumer.
With these actions, ProHass reaffirms its commitment to sustainable and comprehensive growth of the sector, promoting the consumption of Peruvian Hass avocados both abroad and in the local market, and ensuring that the product reaches the consumer with the quality and freshness that characterizes it.
Lima, April 4, 2025
