OXNARD, CA - Westfalia Fruit, a global leader in the avocado industry, believes the next phase of avocado growth in Asia will be driven by more than increasing volumes. As markets across the region develop, understanding how consumers choose, use, and experience avocados will become increasingly important, requiring a more integrated approach from research and growing through to ripening, product development, and category support.

Westfalia Fruit is bringing consumer and market insights closer to decisions across this value chain, using what it learns in individual markets to help shape how it serves customers today and develops products and avocado varieties for the future.

China, Japan, South Korea and India illustrate why Asia cannot be approached as one homogeneous avocado market. Consumer habits, quality expectations, routes to market and preferred formats vary significantly. In China, avocados are increasingly finding their way into drinks and food applications alongside fresh consumption. Japan remains a highly quality-focused market, where consistency and presentation are particularly important. South Korea combines fresh demand with opportunities across avocado-based products, while India is developing rapidly as more consumers discover the category and access expands across retail, foodservice and e-commerce.

“Asia’s avocado category is moving into a different phase,” says Hans Boyum, Customer Director, Developing Markets at Westfalia Fruit, in the recent release. “Volume alone will not drive the next stage of growth. We need to understand why consumers choose an avocado, how they enjoy the fruit, and what gives them a great experience. Those expectations are different from one market to another, so our focus is much bigger than simply supplying more fruit.”

For Westfalia Fruit, this means increasingly working backward from the consumer. Insights into taste, ripeness, size, format, convenience and eating experience can influence not only how fruit is supplied and marketed today, but also product development and the characteristics considered in future avocado varieties.

That is where Westfalia Fruit’s integrated position across the avocado value chain becomes increasingly relevant. The company’s involvement extends from research, plant material and varietal development through growing and sourcing to packing, ripening, convenience products, distribution, category development and ultimately the customer and consumer.

In many cases, Westfalia Fruit designed the very tree the avocado grows on. Through its research and varietal development capabilities, the company can connect what customers and consumers may need in the future with decisions being made at the very beginning of the value chain today.

“We have the ability to connect what happens with the consumer all the way back through the value chain,” says Boyum. “That is important because decisions made today can influence what customers and consumers will have available to them years from now. The closer we can connect those decisions to real market insight, the better positioned we are to develop the category for the long term.”

“For our customers, that means working with a partner that can look beyond the immediate supply requirement. We can bring together research, origin, year-round supply, ripening, product development and local market knowledge, and use those capabilities to respond to what consumers need today while also preparing for what they may want next.”

Westfalia Fruit’s research, commercial, and market teams are increasingly bringing these perspectives together. Consumer and customer insight can help inform product and varietal development, creating a stronger connection between market expectations and characteristics such as quality, eating experience, format and varietal performance.

The same integrated approach supports Westfalia Fruit’s ability to serve markets throughout the year. Its global growing and sourcing footprint spans major avocado origins across the Americas and Africa, while its capabilities in ripening, fresh fruit, convenience and category development allow programs to be adapted to different seasons, customers and markets.

“Understanding the differences between markets has very practical implications,” says Diego Vasquez, Asia Commercial Lead at Westfalia Fruit. “Origin, specification, ripeness, and format all need to reflect how the avocado will ultimately be sold and consumed. Our role is to bring those elements together consistently and make it as easy as possible for our customers to grow the category.”

COCHISE, AZ - In today's competitive produce environment, retailers need more than a supplier. They need a partner committed to delivering consistent quality, reliable execution, and innovative solutions that help drive category growth.

Plant Grow Harvest continues to strengthen its position as a trusted retail partner by focusing on the fundamentals that matter most: freshness, consistency, quality, and innovation. These pillars guide the company's approach from sourcing and production to customer service and category support.

"Success starts with consistency," said Dave Yeager, Chief Sales Officer of Plant Grow Harvest, in the recent release. "Retailers need partners they can count on every day. While innovation is important, it has to be backed by dependable execution, strong communication, and a commitment to quality."

Rooted in its mission to support customers through every stage of the supply chain, PGH works closely with retail partners to identify opportunities for growth through consumer-focused product development, merchandising solutions, and category insights. By remaining responsive to evolving consumer preferences, the company continues to bring fresh ideas and innovative approaches to the marketplace. For Plant Grow Harvest, innovation is more than introducing something new. It is about creating meaningful solutions that help retail partners meet shopper needs, drive engagement, and build long-term success.

At the same time, the company remains deeply committed to maintaining the quality and consistency that customers have come to expect. Through strong grower relationships, operational excellence, and a focus on continuous improvement, PGH continues to deliver products retailers can trust.

As the company looks ahead, it remains focused on expanding partnerships, supporting customer growth, and advancing innovation throughout the category. Building on its momentum, PGH will also be exhibiting at the upcoming IFPA Global Produce & Floral Show following recognition as a Best First-Time Exhibitor at last year's event. The company looks forward to connecting with industry partners and continuing to showcase the innovation, quality, and customer-first mindset that define its business.

"We're proud of the momentum we're building, but we're most proud of the relationships behind it," commented Yeager. "Our goal is simple: help our customers succeed through quality products, innovative thinking, and dependable partnership."

To learn more about PGH and Digs®, visit pgh.farm or eatdigs.com.

CALIFORNIA - The USDA National FOB Review issued September 2, 2026, states that demand in the strawberry category is good and the market is about steady. Fall berries are on their way, but the strawberry market will experience a small gap in supply beforehand.

“There has been more restricted than usual strawberry volume the past two weeks, due to unexpected weather and temperature inconsistencies, but we see supplies ramping up again as fall berries enter the market,” Michelle Deleissegues, Senior Vice President of Marketing at Gem-Pack Berries, told AndNowUKnow.

Out of Salinas and Watsonville, California, the USDA reports pricing as follows:

• Conventional flats 8 1 lb containers with lids: medium 14.00-20.00, mostly 16.00-18.00, occasionally higher and lower
• Organic flats 8 1 lb containers with lids: medium 18.00-22.00, mostly 18.00-20.00, occasionally higher and lower

Strawberry pricing out of Santa Maria, California, is reported below:

• Conventional flats 8 1 lb containers with lids: medium 16.00-22.00, mostly 18.00-20.00 (wide range in prices), occasionally lower
• Organic flats 8 1 lb containers with lids: medium 22.00-26.00 (wide range in prices), occasionally lower

As fall berries begin hitting shelves and the strawberry market shifts, ANUK will be here reporting the latest.