Colombia Avocado Board's Manuel Michel Details Expansive Network and New Brand Campaign Launching During 2025 Global Produce & Floral Show

COLOMBIA - As the Global Produce & Floral Show kicks off in Anaheim this week, companies are laying out their value propositions to the industry. With a dedicated network and a new brand campaign, the Colombia Avocado Board (CAB) has plenty to offer. I spoke with Manuel Michel, Managing Director, to learn more.

“Colombia's become a powerhouse in the U.S. avocado market because we've combined natural advantages with intentional strategy,” Manuel begins. “What sets us apart is our complete focus on East Coast markets—99% of our volume goes there. That’s intentional.”

Recognizing the need for East Coast buyers to have a closer, more reliable source, CAB built the entire operation to serve that need. The naturally creamy nature of Colombian avocados combines compellingly with proximity.

“We can get avocados to Florida in three days and Philadelphia in five. For retailers, that speed translates directly to fresher fruit on shelves and longer shelf-life for consumers,” Manuel tells me. “When you're competing on quality in produce, those extra days make a real difference. For foodservice operators and suppliers, it's about reliability and consistency. We maintain a minimum 23% dry matter standard, ensuring consistent quality and superior taste, which is crucial when building a menu or promotional program around avocados. You need to know what you're getting, every time.”

There’s infrastructure backing this strategic growth, too. With 620 authorized orchards spanning over 40,200 certified acres, the producer can provide a consistent, year-round supply.

“We’ve increased our U.S. certified orchards by 42% and our certified acreage by 37% in just the past year; we can support retailers during seasonal gaps when other origins might be in shorter supply,” Manuel notes. “That supply security is increasingly valuable in today's competitive retail environment.

“That reliability is what makes us strategic,” Manuel emphasizes. “We’re not just filling gaps; we're becoming a dependable partner for retailers and foodservice operators who need quality fruit they can count on. While other origins primarily serve West Coast markets, 99% of our volume is directed to the East Coast. That means we're not just a backup option—we're building dedicated supply chains and partnerships specifically for these markets.”

The association offers not only a reliable network but also a brand-new campaign to spread awareness and promote avocados.

“The Raised by Colombia campaign is about moving beyond commodity marketing. For too long, avocados have just been avocados. We wanted to tell the authentic story of where ours come from—and more importantly, how they're raised,” Manuel says. “We chose IFPA for the launch because it's where our key partners are—the buyers, importers, and foodservice operators who make decisions about their avocado programs.”

With an immersive experience waiting for attendees, the Colombia Avocado Board brings this story to life by premiering a 90-second hero video that shows the journey from Colombian farms to U.S. tables.

“Timing matters too. We're in this incredible growth phase—heading toward our goal of 330 million pounds by 2029—and we needed a brand platform that could support that expansion while differentiating us in an increasingly crowded market,” Manuel says.

To learn more from Manuel himself, stop by booth #2583!