As the U.S. gears up for a high-stakes joint review of the U.S.-Mexico-Canada Agreement, the California avocado industry is calling for a seasonal Tariff Rate Quota on Mexican avocado imports during The Golden State’s peak season.
Following U.S. Trade Representative Jamieson Greer’s recent announcement that the federal government will not renew the trade pact in its current form, the California Avocado Commission has launched a major advocacy campaign to protect local growers. At the heart of its push is a new video initiative urging policymakers to establish a seasonal TRQ on Mexican avocado imports, aiming to curb market disruptions and shield American farmers from crippling oversupply.
The proposed seasonal TRQ would target California’s peak marketing window from March through September. Under this structure, a designated volume of Mexican avocados could enter the U.S. at standard tariff rates, while imports exceeding that threshold would face a higher tariff rate. Commission leaders argue the mechanism is vital to preventing price deterioration during their harvest season, ultimately preserving domestic food security and keeping American multi-generational operations economically viable.
In addition to advocating for a seasonal TRQ, the commission is urging federal officials to strengthen and permanently incorporate robust phytosanitary inspection requirements into the USMCA to help protect U.S. agriculture from invasive pests and diseases.
“The California avocado industry has been built over generations by farming families committed to producing high-quality fruit while caring for the land,” says Rachael Laenen, sixth-generation California farmer and chairwoman of the California Avocado Commission, in a news release. “We want policymakers to understand what’s at stake. Maintaining a healthy domestic avocado industry is about supporting American agriculture, strengthening our nation’s food security and ensuring consumers continue to have access to locally grown California avocados. We hope this video helps bring greater awareness to the challenges our growers face and the importance of policies that allow American agriculture to remain competitive.”
To better understand how this proposal could reshape North American agricultural trade and what it means for the future of California avocado farming, The Packer connected with Ken Melban, president of the California Avocado Commission, to discuss the economic pressures facing local growers, the strategic timing of the video in the face of USMCA review, and why California avocado growers say a seasonal quota is essential for a sustainable domestic industry.
A recent CAC news release references a “designated volume” that would enter at standard tariff rates from March to September, with a higher tariff kicking in above that threshold. To give the trade a clear picture of what a balanced market looks like to CAC, what specific volume threshold are you proposing as the designated volume during those peak months?
Melban: At this stage, we’re focused on advancing the concept of a seasonal Tariff Rate Quota as part of the USMCA review rather than prescribing a single volume number. Any designated volume would need to be informed by market data, seasonal supply and demand, retailer needs and the objective of maintaining a stable, well-supplied marketplace.
Our goal is not to limit consumer access to avocados or disrupt existing trade. It’s to establish a balanced market during California’s peak harvest season that allows domestic growers to compete fairly while continuing to ensure retailers, foodservice operators and consumers have access to ample avocado supplies.
What tariff percentage do you believe is necessary on the overage to effectively prevent price deterioration without diminishing avocado supplies for retailers and foodservice buyers?
The commission has not proposed a specific tariff percentage. We believe that determination should be made through the trade policy process using economic analysis and consultation with industry stakeholders.
The principle behind the proposal is straightforward. Any over-quota tariff should be calibrated to discourage market-disrupting oversupply during California’s season without restricting the overall availability of avocados. We are advocating for a policy that supports a balanced market, preserves consumer choice and strengthens the long-term viability of domestic avocado production.
Seasonal trade mechanisms have traditionally faced an uphill battle in Washington. Given USTR Jamieson Greer’s firm stance on rewriting the USMCA, how is CAC working to ensure this proposal gets teeth?
The upcoming USMCA review presents a unique opportunity to have a meaningful conversation about how trade policy can better support American agriculture while maintaining strong trading relationships. Our focus is on ensuring policymakers understand the unique challenges facing California avocado growers and the consequences of continued seasonal oversupply.
We’re engaging with members of Congress, the U.S. Trade Representative’s Office, USDA, federal agencies and other key stakeholders through direct meetings, formal comments, educational resources and our broader advocacy campaign. The new video is another tool to help communicate the real-world impact these policies have on family farms and domestic food production.
Our message is consistent: we’re not asking to stop trade. We’re asking for trade policies that allow American growers the opportunity to compete fairly in their own market while strengthening domestic food security and preserving a resilient U.S. agricultural sector.
What do you say to critics who argue that limiting supply flexibility during peak grilling and Cinco de Mayo seasons could lead to retail price spikes and volatile supply chains? How do you reassure retailers that a seasonal TRQ won’t shrink the size of the avocado category during your critical marketing window?
I understand that concern, but it’s based on a misconception about what we’re proposing. A seasonal Tariff Rate Quota does not stop imports. It allows trade to continue while helping prevent market-disrupting oversupply during California’s peak harvest season.
California avocados already complement imported supplies during these important promotional periods, and our proposal is intended to create a healthier balance between domestic and imported fruit, not reduce overall availability. Retailers and foodservice operators would continue to have access to abundant avocado supplies, while consumers would benefit from greater availability of fresh, locally grown California avocados during their peak season.
Ultimately, a healthy avocado category depends on a healthy domestic industry. If California growers continue to face prolonged periods where market prices fall below the cost of production because of seasonal oversupply, the industry becomes less sustainable over time. Our proposal is designed to preserve consumer choice, strengthen supply chain resilience and ensure California growers remain a viable part of the marketplace for generations to come.
