Sigfrido Molina: "Europe has not yet discovered the full potential of the avocado"

With decades of experience in the sector and a consolidated position within the European market, Sigfrido Molina, CEO of Sigfrido Fruit, analyzes the main challenges and opportunities that will shape the future of the category. From the growing demand for quality and consistency from distributors to the role that countries like Peru, Chile, Mexico, Colombia, and Morocco will play in the coming years, Sigfrido shares his vision of a market that, far from having reached its peak, continues to offer enormous potential for growth.

What volume are importers expecting from Peru this season? Is there room for growth from other origins, given those volumes?

Peru remains a key player in the European market and is expected to contribute significant volumes again this season. While there is some concern each year when large harvests are announced, Europe has demonstrated an ever-increasing capacity to absorb them.

That said, market growth cannot depend on a single source. There is room for other producing countries as long as they contribute quality, consistency, and sound business planning. At Sigfrido Fruit, we have been working for years with some of the best partners in Latin America because we believe precisely in this diversification. Mexico, Chile, Peru, and Colombia have much to offer, and the European market needs this complementarity to maintain a stable supply throughout the year.

What type of fruit is currently in demand by supermarkets?

Consistency is increasingly valued. A few years ago, the focus was heavily on price. Today, price remains important, of course, but supermarkets are increasingly aware that consumers return when they have a good experience.

That's why there's a demand for fruit with adequate dry matter content, good ripening development, uniformity, and consistent quality. In short, an avocado that meets the consumer's expectations when they open it at home. Consistency has become one of the most valued factors for European distributors.

Europe continues to increase its avocado consumption, but at different rates depending on the country. Where do you see the greatest growth opportunities today, and which markets do you believe still have significant untapped potential?

Mature markets like France, the UK, and Spain will continue to grow, but probably at a more moderate pace. Where I see enormous potential is in Central and Eastern Europe.

Countries like Poland, the Czech Republic, Romania, and even some regions of Germany still have a long way to go in terms of per capita consumption. There is a growing interest in healthy eating and products that fit perfectly into new consumption habits, and avocados possess many of these characteristics.

We are still far from reaching the penetration levels we see in more developed markets, so the margin for growth remains very important.

For years, the growth of the European market was driven by the addition of new consumers. Is the main challenge today to attract more consumers or to encourage those who already consume avocados to do so more frequently?

I believe that today the main challenge is to increase the frequency of consumption.

European consumers are already familiar with avocados. They know how to use them and understand their benefits. Now the challenge is to make them a more regular part of their daily routine.

To achieve this, we need to offer an increasingly better experience. When someone buys an avocado and it's perfect, they buy it again. When the experience isn't good, consumption suffers.

That's why I believe that quality and consistency will be the main drivers of growth in the coming years.

Global supply has grown significantly, especially from Peru, Colombia, and Morocco. How can Europe absorb these larger volumes without negatively impacting prices and profitability across the supply chain?

The key is to continue developing demand.

We often talk a lot about production and little about consumption. If the industry wants to maintain sustainable growth, it must continue investing in promotion, education, and value creation.

It will also be important to improve business planning and coordination among producers, exporters, and importers. The market has the capacity to absorb more volume, but it needs to do so in an orderly fashion.

When quality is present and the product reaches the consumer in good condition, the market responds positively.

If we project the European market five years into the future, what changes do you expect to see in terms of consumption, sales formats, sustainability requirements, and fruit origin?

I think we will see a much more demanding and better informed consumer.

Sustainability will cease to be an added value and become a basic requirement. Traceability, efficient water management, carbon footprint reduction, and certifications will become increasingly important.

We will also see greater professionalization of the category, with formats better adapted to actual consumption, more precise aging programs, and a clearer segmentation between standard and premium products.

Regarding origins, Europe will continue to prioritize a balanced mix of local production and major exporting countries. The goal is not to compete based on origin, but to build a global supply capable of guaranteeing quality year-round.

I'm optimistic. I believe avocados still have enormous potential in Europe and that we're only at the beginning of a very exciting growth phase for the entire value chain.