ANAHEIM, Calif. — In just five years, the Colombian Avocado Board has achieved significant penetration in the U.S. market and has now launched a retail marketing campaign designed to support existing supplies and drive future growth.
To learn more, The Packer sat down with Manuel Michel, managing director for the Colombian Avocado Board, at the International Fresh Produce Association’s recent Global Produce and Floral Show.
Colombia received approval to export avocados to the U.S. in 2017, and the first shipments entered the U.S. with the 2018-19 season, says Michel. The Colombian Avocado Board was launched in 2020, and in 2023, the country exported 60 million pounds of avocados to the U.S. That number jumped to 134 million pounds with the 2024-25 season, and Michel says Colombia expects to export 160 million to 200 million pounds to the U.S. for the July 2025 through June 2026 season.
Historically, most of Colombia’s avocado volume has gone to Europe, says Michel. While just 22% of its supplies came to the U.S. last year, this year the U.S. will receive more than twice that, or 45% of Colombia’s avocado production.
“We’re projecting 300 [million] to 350 million pounds of avocado production in 2029, so we’re already two years ahead of schedule based on initial projections,” Michel says.
Michel says most of Colombia’s avocado volume, or 65%, comes through Philadelphia, 33% comes through Florida and 1% goes to the West Coast. Michel says it takes three days to get the fruit from Colombia to Florida and five days to get it to Philadelphia.
Raised by Colombia
To support its continued growth in the U.S. market, the Colombian Avocado Board has launched a new retail marketing campaign, “Raised by Colombia.” It includes digital coupons and ads, and Michel says the organization is working with retailers to customize the campaign to fit each retailer’s individual needs in a way that drives success.
With its two growing seasons across eight regions, Colombia offers year-round availability of avocados, says Michel. October through March is the main season in terms of volume, and August through September is the secondary season.
Michel sees avocados from Colombia “playing a more complementary role, so retailers always have avocados on their shelves.”
The “Raised by Colombia” campaign invites retailers and consumers to discover the story behind Colombian avocados — a story that involves generations of farming heritage and a climate that is ideal for avocado cultivation.
The campaign spotlights Colombia’s rainfall — more than 100 inches fall annually — and its fertile volcanic soil as contributors to growing exceptional fruit.
For more on the new campaign, visit:
