The World Avocado Organization is committed to expanding and promoting this fruit in new markets, highlighting the importance of consumer education and sustainability in the industry.

More and more players have entered the global avocado market. The geographical and meteorological characteristics of countries like Kenya, Morocco, and Ecuador have provided importers with alternative sources to traditional producing countries such as Mexico, Chile, and Peru.

But it's valid to ask whether the demand for this superfood grows as the number of suppliers increases, and, moreover, whether this industry remains a good business.

The World Avocado Organization (WAO) is clear in its diagnosis: consumption is growing, both in established markets and in new destinations for the fruit.

According to Tom Van Hees and Shelly Vorster, representatives of the WAO, who spoke to Avobook, there is a growing demand for avocados in emerging markets such as India, Portugal, Eastern Europe and Italy, which has contributed to a significant increase in their consumption.

One of the WAO's key strategies for improving global avocado market opportunities is education. According to Van Hees and Vorster, since avocados are a relatively new product compared to other fruits and vegetables, consumers need to understand their benefits. For this reason, they explain, "the organization is dedicated to teaching consumers how to enjoy avocados in a healthy and sustainable way."

Global avocado consumption is projected to continue growing. Traditional markets are expanding, while emerging markets are experiencing double-digit growth in both volume and value.

“Indian, Portuguese, Eastern European, and Italian consumers are appreciating avocados as demand increases,” say Van Hees and Vorster, who say these markets, where consumption is relatively recent, have enormous growth potential “as consumers begin to discover and love avocados.”

However, the diversification of avocado export origins to Europe presents challenges regarding quality. The WAO believes that education is key to informing consumers about the characteristics of avocados from different origins and varieties, promoting informed and conscious consumption.

Next Season

Regarding the end of the season, projections are optimistic, as current market volumes have exceeded expectations. The exception is China, where shipments have decreased compared to the previous season, which—according to the WAO—is due to “strict lockdowns impacting the Asian market.”

Although Hass avocado is the most well-known and exported variety, the WAO points out that other varieties have export potential. The opportunity for these will depend on market maturity. In more developed markets, consumers may be open to exploring different avocado options, thus expanding business opportunities for producers and exporters.

World Organization since 2016

The World Avocado Organization is a non-profit entity founded in 2016 that brings together avocado producers, exporters, and importers from around the world. It was created to promote avocado consumption globally, especially in the European Union and emerging markets in Asia, excluding the United States due to the existence of a specific legal framework for the fruit in that country.

It has a presence in 12 countries and collaborates with more than 30 retailers. According to WAO representatives, the organization has two key audiences: its members and end consumers.

“We have increased our investment and expertise to serve both audiences,” Van Hees and Vorster explain, noting that the organization has tripled the number of retailers it works with in recent years.

It also offers extensive support to exporters interested in joining the organization. This support includes supply chain insights, market data, and consumer knowledge, as well as assistance with marketing campaigns in avocado markets.

Hence, participation is an opportunity for established and new players to develop their skills to continue offering their fruit to a market that continues to grow.