Date: November 27 and 28.

Location: Medellín, Colombia.

Territorio Aguacate 2024, the most important trade fair for the Hass avocado agro-industry, is pleased to announce the key topics that will be addressed during its academic congress. This event, which brings together experts, producers, marketers, and professionals from the sector, promises to be a forum for the exchange of knowledge and innovative strategies to promote the sustainability and growth of the sector in Colombia.

Environment: A comprehensive vision for sustainable growth

The congress will offer a comprehensive and in-depth overview of the opportunities and challenges in the agricultural sector, with a special focus on the avocado market. Global supply and demand trends will be discussed, as well as the critical variables that have influenced Hass avocado projects in Colombia over the past 20 years. Presentations and panel discussions will outline strategies to maximize the region's agricultural potential, ensuring long-term sustainability and economic growth.

Plant Material: Ensuring the quality and sustainability of the crop

Another key theme will be the exploration of the origin and selection of plant material. Strategies for mitigating risks associated with genetically undetermined material will be discussed, as well as the criteria for evaluating land and selecting appropriate material. The importance of clonal varieties will be highlighted, emphasizing how they contribute to the sustainability and quality of Hass avocado crops, ensuring a prosperous future for the industry.

Marketing: Strengthening the global avocado market

Marketing will be a central theme, with a focus on how to mitigate avocado heterogeneity to ensure a consistent customer experience. The importance of proper ripening at the destination will be analyzed, as well as the fundamental role that packing plants and marketers play in the sector's economic sustainability. Furthermore, the producer's responsibility to maintain strong commercial relationships, essential for success in an increasingly competitive global market, will be emphasized.

Productivity and cost management

An analysis of avocado production costs in Colombia and strategies to reduce them, as well as productivity levels per hectare and future projections, will be presented. The impact of climate change and other phenomena on the crop will also be discussed, along with maximum residue limits (MRLs) and plant stress.

Consumption and Transformation: Raising the perception and value of the Hass avocado

Finally, the workshop will delve into building a strong reputation and brand for avocados, exploring consumption patterns in key markets and the attributes that increase perceived value, justifying higher prices. Participants will learn about consumption growth trends and the factors driving them, beyond price, as well as opportunities to capture long-term value in other related sectors.

The sixth edition, in addition to the Academic Congress, will also feature activities such as the trade show with a large national and international participation of exhibitors, the AvoTalks, which are more technical and specialized talks on the value chain, the AvoTour, a field trip to explore how fruit is grown, packed, exported and processed, and the AvoMatch, the business matchmaking event to generate business appointments among the more than 4,000 visitors expected this year.

Territorio Aguacate 2024 is a unique opportunity for industry stakeholders to share knowledge, explore new strategies, and collaborate on strengthening the Hass avocado agro-industry in Colombia and around the world. Don't miss the chance to be part of this event, which will mark a milestone in the industry.