Fresh Del Monte expects ample avocado volumes in the summer and fall

The rainy season in Mexico has not allowed for larger avocado sizing this summer, but volume from Peru will run into the early fall, says Kirk Marquardt.

Marquardt, vice president of North American of avocado sales for Fresh Del Monte, said the marketer will have ample volumes of avocados but the fruit will run smaller this summer and fall.

“We have new diversification efforts and have expanded our sourcing strategy to include Colombia and the Dominican Republic with a much bigger presence for our demand and customer needs,” he said.

Apart from consumers in North America, Fresh Del Monte also exports weekly from its Uruapan packing house in Mexico to Del Monte facilities in Japan, and Asia, he said.

Marketing high points

For Fresh Del Monte, highlights of the marketing year typically include the Super Bowl and Cinco de Mayo, which are both promoted digitally with tools such as geo-marketing, couponing and more, he said.

“This year the success of promotions has been outstanding, with the market stability and lower cost of fruit from last year we have been able to see double-digit unit increases over last year on all of our promotional activity, including joint promotions supported by Avocados From Mexico,” he said.

Marquardt said Fresh Del Monte has refreshed its entire category line with new artwork, color, and graphic designs for its continued focus on the Del Monte Brand. Fresh Del Monte also supports private label programs by retailers, he said.

Demand for organic avocados continues to grow, and Marquardt said the category is an integral part of its overall program.