Shanley Farms has begun shipping its late season avocados under the Morro Bay label.

“We’ve increased acreage about 500% over last year,” said Jim Shanley, owner of the Morro Bay, Calif.-based grower-shipper.

Shipments began around Labor Day and are expected to run through the first or second week of November.

Shanley Farms ships late-season California avocadosDuring that stretch, the company competes against lower-priced imports, basing marketing efforts on the oil content its hass avocados gain over time.

“I explained to Whole Foods, our cornerstone customer, that we can pick this fruit in July as the market wants me to do,” Shanley said.

“But our maximum flavor profile is September to November. It’s been on the tree for 18 months. We’re competing with Chile then, but they wanted it and agreed to a contract program.”

A partial list of other customers includes Bristol Farms, Mollie Stone’s Markets, FreshDirect, D’Arrigo Bros. Co. of New York and foodservice distributor FreshPoint.

Product is packed by Del Rey Avocado Co., Fallbrook, Calif.

Shanley Farms also markets kiwifruit and finger limes.