Westfalia Fruit's Wim Destoop Details 2026 Global Avocado Market Trends

OXNARD, CA - Getting a clear picture of the global avocado market is easier with category captains like Westfalia Fruit. Wim Destoop, Chief Customer Officer, sat down with me to discuss the trends he’s seeing and how the supplier is positioning itself to address them.

“Future growth will increasingly be driven by quality, innovation, and trust, rather than by expanding volumes alone,” Wim began. “Consumers are moving from volume to value. Avocados are no longer a novelty; they are part of everyday diets, and expectations have risen accordingly. Shoppers want consistent eating quality and reliability, and they are increasingly willing to pay more for a premium experience when it genuinely delivers on taste and texture. Premiumisation is accelerating, particularly in Europe and the United Kingdom. Retailers are increasingly focused on propositions that grow value rather than simply driving volume.”

To this point, premium varieties, branded programs, and clearer quality segmentation are becoming essential to stand out on the shelf and build category worth, Wim explained, and sustainability and waste reduction have become distinct differentiators.

“Climate volatility, supply disruption, and retailer ESG commitments are forcing the industry to rethink how fruit is grown, stored, shipped, and ultimately used. Solutions that reduce waste, extend shelf-life, and maximise the value of the crop are now key drivers of competitiveness,” Wim explained. “Sustainability leadership further strengthens retailer propositions to consumers. Waste-to-value projects, reduced chemical use, and lower-impact packaging solutions help retailers meet their ESG commitments while maintaining product quality.”

Westfalia Fruit sees sustainability as the core of its business model; the company’s ‘Whole Tree’ approach maximizes the value of the entire avocado to reduce waste and drive innovative solutions within.

This has made Westfalia Fruit a formidable partner in the industry, offering solutions from genetics through post-harvest technology.

“We are a full-category avocado partner, not just a fruit supplier. By combining science, scale, and market insight, we can respond quickly to changing consumer expectations and deliver solutions that perform consistently across markets,” Wim emphasized. “Our focus is on helping retailers grow the category profitably and sustainably. Westfalia Fruit’s value proposition is about de-risking the category, unlocking premium value, and building long-term growth with our retail partners.”

For example, the unique GEM® variety helps retailers trade shoppers up, improve margins, and attract new consumers by offering a genuinely differentiated eating experience.

“In addition, we invest in supply chain innovation to reduce risk. Technologies that extend shelf-life, improve ripening accuracy, and reduce waste help retailers lower shrink, improve availability, and increase confidence in avocado performance, particularly during challenging supply periods,” Wim concluded. “Data, insight, and close collaboration are equally central to our approach. From predictive quality tools to sustainability innovation, we work closely with retail partners to tailor solutions to their needs, rather than offering one-size-fits-all products.”

For the latest news across fresh produce, keep reading us here at AndNowUKnow.