ORLANDO, FL - Opportunities will soon be ramping up in the avocado space, as Colombian avocado growers anticipate increasing volumes going into October and November. As the season prepares to kick off, I connected with Manuel Michel, Managing Director, to discuss upcoming promotions and the advantages Colombian avocados bring to the U.S. market.
How is the early start to the season creating opportunities for retailers? How will these opportunities ramp up as peak nears in October and November?
“As availability increases during Colombia’s main season, retailers will have greater flexibility to incorporate Avocados from Colombia into their promotional calendars. At the Colombia Avocado Board (CAB), our role is to help retailers align their programs with Colombian availability, ensuring programs are supported by the right supply at the right time.
As the season develops, we will continue working alongside importers and retailers to develop customized retail programs that fit their merchandising goals, whether that's a regional promotion, an ad feature, or a larger seasonal campaign. Colombia's year-round production provides retailers with additional sourcing flexibility while complementing supply from other growing regions.”
How is the season currently shaping up in terms of quality and volume?
“As we approach Colombia’s main season, preliminary reports from the field regarding fruit quality and crop development are encouraging. However, growing conditions and harvest timing can vary across Colombia’s producing regions, and the industry continues to closely monitor evolving weather conditions, including the potential effects of El Niño, as the season develops.
Availability is expected to build steadily as the main season progresses into October, November, and the winter months, although the timing and pacing of that growth will depend on harvest conditions and market dynamics. CAB is working closely with exporters, importers, and retail partners to monitor expected availability and identify promotional opportunities supported by the appropriate supply.”
How can retailers make the most of promotional opportunities during the Colombian avocado season? Do you have any merchandising tips to share?
“The best promotions begin with planning. Retailers who work with their importer partners and the Colombia Avocado Board early can align promotional activity with periods of stronger Colombian availability and develop programs tailored to their specific merchandising goals. Whether it's a regional promotion, an ad feature, or an in-store display, CAB is available to help customize programs that fit each retailer's needs.
During the fall, shoppers are naturally looking for fresh, shareable foods that fit everything from weekend get-togethers to holiday meals. Avocados are an easy addition across a variety of meal occasions, from fresh dips and appetizers to sandwiches, salads, grain bowls, and family dinners. Retailers can reinforce those meal ideas by merchandising avocados alongside complementary ingredients such as tomatoes, onions, limes, cilantro, tortilla chips, or prepared meal components, creating destination displays that inspire meal planning and encourage additional purchases.
Retailers can also capitalize on seasonal moments like National Spicy Guacamole Day on November 14 with themed displays or promotions that keep avocados top of mind. By aligning promotions with periods of strong availability, retailers can maximize both product movement and shopper engagement while taking advantage of CAB's marketing resources and merchandising support.”
How do Colombian avocados help ensure quality and reliability for the U.S. market?
“Colombian growers and exporters continue to invest across the supply chain, from orchard management and harvest practices to packing, cold chain logistics, and quality assurance, to consistently deliver fruit that meets U.S. market expectations. These efforts are being supported by broader infrastructure improvements, including improved roads and expanded port capacity, which will strengthen transportation efficiency and connectivity to international markets.
Together, these investments and Colombia’s ability to produce Hass Avocados throughout the year position the country as a dependable sourcing partner that can complement supply from other origins and help retailers maintain continuity on the shelf.
As Colombian volume continues to grow in the U.S. market, we're excited to help more retailers take advantage of a reliable, year-round supply and create programs that benefit both their business and their shoppers.”
Whether it's aligning promotions with periods of peak availability, developing customized merchandising programs, or providing marketing resources that support sales, CAB works alongside importers and retailers as a collaborative partner. To discover more opportunities in the avocado category and beyond, leave a tab open to AndNowUKnow.
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Colombia Avocado Board
Colombia Avocado Board exists to educate consumers in the U.S. about Hass Avocados from Colombia in cooperation with our…
