Colombia Avocado Board Brews Up Culture and Collaboration at IFPA Global; Manuel Michel Shares

ORLANDO, FL - The Colombia Avocado Board (CAB) is bringing the sights, flavors, and hospitality of Colombia to the International Fresh Produce Association (IFPA) Global Produce & Floral Show this October. Attendees are invited to visit Booth #3585 for an immersive experience designed to bring the Avocados from Colombia story to life while creating a welcoming space for conversation and connection.

“We wanted our booth to feel like more than a meeting space,” said Manuel Michel, Managing Director of the Colombia Avocado Board, in the recent release. “We want it to feel like stepping into Colombia. From the culture and flavors to the people behind the fruit. We want attendees to experience the warmth and hospitality of Colombia while having meaningful conversations about how we can work together.”

Marking CAB’s fifth consecutive year at IFPA Global, the new booth experience reflects the Board’s broader approach to the U.S. market: listen, find shared opportunity, and collaborate. CAB recognizes that every retailer has different shoppers, sourcing strategies, and business objectives, and its goal is to understand those individual needs and identify where Colombian avocados can complement category goals.

“There isn’t one avocado program that works for every retailer, and we don’t approach the market as though there is,” Michel said. “We want to understand what our partners are trying to accomplish and determine where Colombia can add value. We’re proud of what our industry has to offer, but we also believe the strongest partnerships start with listening and being flexible.”

That collaborative approach extends beyond supply. CAB is developing a new Retail Dietitian Toolkit, designed as a turnkey resource to help retailers and dietitians find fresh, creative ways to inspire consumers to enjoy more avocados. The resource will live within a dedicated section of the CAB website for retailers and will provide practical tools and inspiration that can be incorporated into consumer education and engagement efforts.

“Supporting our partners means thinking beyond getting fruit onto the shelf,” Michel said. “We want to provide resources that retailers and dietitians can easily put to work, helping them connect with consumers and give shoppers even more reasons and ideas to love avocados.”

At Booth #3585, attendees will also have an opportunity to experience another celebrated Colombian export: coffee. Colombian coffee will be served at the booth, giving visitors a place to recharge, meet the CAB team, and learn more about the people and growing regions behind Avocados from Colombia. Those who stop by between 4–5 p.m. may also find that CAB has a special surprise brewing.

CAB’s presence at IFPA will also mark an important moment for the organization as it debuts its newest campaign video and brings industry members together for its Annual Meeting. During the meeting, CAB will share updates with members and elect its Board and officers for the 2026–2027 term, setting the stage for another year of collaboration and growth.

IFPA Global attendees are invited to visit the Colombia Avocado Board at Booth #3585 to meet the team, experience a taste of Colombia, and discover new opportunities to collaborate.