Mission Produce Inc. says it has expanded its diversified sourcing strategy to provide a year-round supply of ripe avocados and mangoes to the U.K. and European markets.
Over the last year, Mission Produce has added eight-plus sources to its global sourcing network to meet growing global demand for avocados and mangoes, according to a news release.
“The European and U.K. markets offer exciting opportunities for the growth of the avocado and mango categories — and Mission Produce is the go-to for supply reliability year-round,” said Paul Frowde, managing director for Mission Produce Europe and U.K. “About a third of global avocado imports went to Europe and the U.K. last year, and those imports keep growing. So, we continue to invest in our diversified sourcing strategy and our relationships with top growers around the world to stay ahead of demand and drive the consumption of avocados and mangoes in global markets.”
Mission Produce says its diversified sourcing strategy is made up of 21-plus countries of origin and more than 5,700 hectares of vertical integration. The company is vertically integrated in Peru, Guatemala, Colombia with a leading grower partner and in South Africa through a joint venture. Vertical integration enables Mission Produce to provide supply reliability and quality oversight from field to fork, the release said.
“In addition to our year-round supply, we’re driving consumption by introducing a new standard of ripe avocados and mangoes,” Frowde said. “Consumers want fruit that is ripe and ready to eat, and Mission Produce knows how to get the ripeness right. We’re focused on quality consistency to deliver a positive consumer experience with our World’s Finest Avocados and World’s Finest Mangoes.”
Mission Produce says it leverages technology, science-based ripening methods and a world-class team of ripe masters to ripen fruit expertly to customer specification. Specifically in the U.K., the company’s exclusive “Mission Control” ripening innovation enables next-level ripening precision — improving ripening consistency by as much as 38% compared to the industry standard, the release said.
Mission Produce will be attending Fruit Logistica, Feb. 5-7 in Berlin, at booth C-34 in Hall 25. To learn more about Mission’s avocado and mango offerings, or to schedule a meeting, contact MPESales@missionproduce.com (Europe) or MPU.K.Sales@missionproduce.com (U.K.).
