Avocado Industry News

2026 Guac Off Challenge Hypes Avocados Ahead of Cinco de Mayo

Tue, 05 May 2026 19:10:46 GMT

Avocados from Peru marked the soft launch of its 2026 U.S. season with its third annual San Diego Guac Off Challenge, held at SeaWorld San Diego during Viva La Música and the SoCal Taco Festival, part of Southern California’s largest Latino music celebration.

The high-energy event at the Taco Fest Village Stage featured a live competition among local radio personalities Danielle (91X), Kristi (Magic 92.5) and Pandar (Z90), each presenting their own guacamole creation using fresh Avocados from Peru. After a spirited competition, Kristi Jagger from Magic 92.5 San Diego was crowned champion, taking home the Avocados from Peru Silver Avocado Trophy.

Now in its third year, the Guac Off Challenge continues to grow as a signature experiential platform. The San Diego event is one of three Guac Off activations planned across the U.S. in 2026, each designed to engage consumers in key markets during peak season, according to the organization.

The event aligns with Avocados from Peru’s broader omnichannel approach, integrating retail partnerships, digital media and experiential activations to drive awareness, increase consumption and support retail movement.

“Cinco de Mayo represents one of the most important consumption moments for avocados in the United States,” says Xavier Equihua, president and CEO of Avocados from Peru. “Our Guac Off Challenge allows us to connect directly with consumers in an authentic way while reinforcing our broader retail and media strategy across key markets.”

As part of its “Eat Healthy, Live Green” philosophy, Avocados from Peru continues to promote the nutritional benefits of avocados, which naturally contain good fats and nearly 20 vitamins and minerals.

How the Hass Avocado Board Aligns With 2026 AHA Guidance for the Ultimate Healthy Fat Swap

Tue, 05 May 2026 16:42:18 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

In the ever-changing landscape of wellness, the “30 Plants Per Week” challenge has shifted from a niche dietary habit to a mainstream movement. As consumers look for tangible ways to hit this variety goal, heart health remains the primary driver of their purchasing decisions. The timing couldn’t be better: The American Heart Association’s newly released 2026 Dietary Guidance to Improve Cardiovascular Health has provided a clear roadmap for the modern shopper.

The directive is about a strategic “smart fat swap,” with AHA urging a prioritized shift toward unsaturated fats as part of a plant-rich dietary pattern. For retailers, this represents an opportunity to market fresh avocados not just as a produce staple but rather as a clinically backed tool for cardiovascular vitality.

Bridging the Gap Between Science and the Shopping Cart

AHA’s updated guidance emphasizes replacing saturated fats such as butter and processed spreads with nutrient-dense unsaturated fats. This is where the avocado shines as an intersection of science and everyday behavior. By positioning avocados as an easy, accessible swap, retailers can help consumers improve vascular function and resilience without the fatigue of a restrictive diet. It is a small, realistic shift that yields measurable results, making it the perfect focal point for displays centered on heart health and longevity.

The logic behind this smart fat swap is anchored in rigorous data. The American Journal of Clinical Nutrition recently published a 2026 peer-reviewed randomized, double-blind, controlled feeding trial that examined the effects of replacing solid fats and added sugars with one avocado per day in adults with elevated cardiometabolic risk. The results were definitive: Participants saw significant reductions in non-HDL cholesterol and triglycerides — two critical markers of cardiovascular risk. By highlighting this peer-reviewed research, retailers can build trust with an increasingly health-literate consumer base that demands evidence-backed wellness solutions.

Expert Insights: Q&A With the Hass Avocado Board

To further explore how the latest AHA guidance and recent clinical research impact the consumer journey, The Packer sat down with Amanda Izquierdo, public relations and advertising manager for the Hass Avocado Board.

The Packer: 2026 AHA Guidance emphasizes a dietary pattern rich in fruits, vegetables and whole grains. For those of us taking the “30 Plants Per Week Challenge,” how does prioritizing a nutrient-dense fruit like the avocado help us meet both AHA’s heart-health goals and our weekly plant-count targets?

Izquierdo: All fresh fruits and vegetables, including fresh avocados, are heart-healthy. The American Heart Association recommends eating a variety of nutritious foods from all food groups. Eating a variety of fruits and vegetables may help people control their weight, cholesterol and blood pressure. Avocados are a healthy, nutrient-dense fruit that can help boost fruit intake. In addition, the American Heart Association recommends replacing saturated fats with unsaturated fats for heart health. Avocados are low in saturated fat and provide 6 grams of unsaturated fat per serving (one-third of a medium avocado). And since avocados are virtually the only fruit with good fats, they make for a great pairing with other plants to help increase the absorption of fat-soluble vitamins A, D, E and K. Here are some tasty combos to help boost nutrient intake:

Avocado Turkey Chili Stuffed Sweetpotatoes — Avocados can help absorb the vitamin A in sweetpotatoes.
Potassium Power Smoothie — Avocados can help absorb the vitamin D in soy milk.
Chocolate Almond Avocado Oat Bites — Avocados can help absorb the vitamin E in almonds.
Heart-Healthy Kale Avocado Salad with Roasted Carrots — Avocados can help absorb vitamins A and K in the leafy greens.

One of your key focus areas is the smart fat swap. Can you explain the physiological benefit of swapping saturated fats (like butter) for the unsaturated fats found in avocados? Specifically, how does this swap support vascular vitality and blood vessel function as we age? And please include suggestions for ways to swap the fat.

Avocado is effectively the only fruit that contains monounsaturated fat, which can help reduce LDL (bad) cholesterol levels in your blood that can lower your risk of heart disease and stroke. In fact, in a randomized, double-blind, crossover feeding trial published earlier this year, 42 adults with elevated triglycerides followed two three-week diets: one where a daily hass avocado replaced solid fats and added sugars and another that was a matched control diet. The avocado diet lowered non-HDL (bad) cholesterol, triglycerides and the total-cholesterol-to-HDL ratio. The Avocado Nutrition Center funded the study, and it cannot be generalized to larger, more diverse populations, but the study supports avocados as a heart-healthy choice in everyday meals.

Avocados can be used as a replacement for ingredients high in saturated fat, such as butter or higher-fat cheese, in tacos and burritos. For example:

Avocado replaces heavy cream in this rich and hearty Heart-Healthy Creamy Avocado Tomato Soup .
This Avocados Eggs Benedict with Avocado “Butter” Sauce is a better-for-you twist on eggs Benedict using fresh avocado instead of butter to make a rich and creamy hollandaise sauce.
You can even bake with avocados. These Soft Bakery-Style Avocado Chocolate Chip Cookies are made with creamy avocado instead of butter. Because of their neutral flavor and soft texture, avocados are the perfect fat replacement in many baking recipes.

While avocados are famous for their healthy fats, the “30 Plants” challenge is often about fiber (of which avocados are notorious) and micronutrient variety. What other specific nutrients do avocados bring to the table that support the AHA’s new recommendations for limiting sodium and ultra-processed foods?

As a whole food, fresh avocados are unprocessed and naturally nutritious, making them a great option for those wanting to prioritize whole, minimally processed foods. Avocados also are cholesterol-, sugar- and sodium-free.

How can retailers feature this trend in the produce aisle?

Pairing produce together and highlighting ways to use produce — like placing avocados, lime, garlic and tomatoes together for a quick guacamole or group avocados, mango, papaya and bell peppers nearby for a Mango, Papaya and Avocado Salsa . Retailers can also bring this trend to life by providing a simple recipe inspiration and health messaging on bags or signage. Messages such as “good source of fiber,” “heart-healthy,” “cholesterol-free” and “sodium-free” can help reinforce the health and nutrition benefits that drive avocado purchases. They can also use the mark, Avocados — Love One Today, on bags or other point-of-sale materials, which is a complimentary licensing program to promote fresh avocados. In addition, our website is a leading source for nutrition information and usage ideas for fresh avocados, giving retailers helpful resources to support these displays.

Your Next Read:

AFM Plans the Ultimate Cinco de Mayo Guac Fiesta

Mon, 04 May 2026 20:56:00 GMT

Move over, margaritas — Avocados From Mexico says the true centerpiece of Cinco de Mayo has arrived. As the sober-curious movement gains momentum, the focus of the holiday is shifting from the cocktail shaker to the snack table, and the numbers prove it: In the four weeks leading up to Cinco de Mayo, the U.S. is expected to import a staggering 238 million pounds of Mexican avocados — a record high.

That’s why this Cinco de Mayo, Avocados From Mexico and Mexican actor, producer and guac aficionado Diego Boneta are aiming to prove that the undeniable centerpiece of the fiesta isn’t the drink in hand but rather the flavor-packed bowl of guac on the table.

“We’re heading into our largest Cinco de Mayo yet, with more than 238 million pounds of Mexican avocados imported in the four weeks leading up to the holiday,” says Alvaro Luque, president and CEO of Avocados From Mexico. “What’s notable is not just the record volume but the consistency of demand we’re seeing at retail, driven by consumers increasingly centering food in how they celebrate. That sustained demand continues to build confidence across the supply chain and reinforces the category’s strength during key consumption moments like Cinco.

“The Mexican avocado industry plays a critical role as a reliable, year-round supply partner for the U.S. market,” Luque adds. “Our binational supply chain allows us to scale efficiently to meet demand during peak moments like Cinco de Mayo, ensuring retailers have consistent access to high-quality fruit when consumers are most engaged with the category.”

To commemorate this milestone, Avocados From Mexico has teamed up with Boneta to unveil a first-of-its-kind recipe collection. From nostalgic family classics to inventive twists like Spicy Dill Pickle and Hot Honey, the brand is highlighting how a great fiesta starts with a bowl of guac. Whether catching the Guaco Truck in New York City for a free flavor upgrade or whipping up Boneta’s specialty recipes at home, this year’s celebration is all about bold flavor and record-breaking fun.

Shown from left are Mama Boneta’s Guac, Hot Honey Guac, Fiesta Guac, Roasted Corn Guac and Spicy Dill Pickle Guac.

(Photo courtesy of Avocados From Mexico)

A Guac for Every Taste

Avocados From Mexico says fans are expected to devour more than 235 million pounds of Mexican avocados in the four weeks leading up to the holiday, making one thing clear: Cinco starts with guac. After all, guac is the vibrant, flavorful soul of an authentic fiesta and a tradition made for sharing.

The organization partnered with Boneta to curate five specialty recipes to be the star of holiday spreads. These fresh takes are designed to bring bold, exciting new flavors to favorite Mexican dishes, from tacos and nachos to quesadillas and carne asada and more:

Mama Boneta’s Guac — Get a taste of tradition with Boneta’s family recipe straight from his mother’s kitchen. Loaded with a smoky chipotle kick, cumin and fresh lime, this is the authentic, party-starting flavor that fuels a true fiesta.
Fiesta Guacamole — A vibrant mix of tequila reduction, fresh tomato, crisp red onion and a bold kick from serrano peppers creates a classic, can’t-stop-eating-it guac that brings the celebration to every bite.
Roasted Corn Guacamole — Looking for a smoky and sweet superstar for the table? This recipe features roasted corn, complemented by fresh tomato, red onion and a touch of sour cream for an extra-creamy texture.
Spicy Dill Pickle Guacamole — This combines the zesty, tangy crunch of dill pickles with a fiery blast of serrano peppers for a wildly addictive and outrageously fun flavor combination, says Avocados From Mexico.
Hot Honey Guacamole — This harmony of sweet and heat features a generous drizzle of spicy-sweet honey that adds a warm, lingering kick to every bite. Mix in a variety of peppers for extra spice and cotija for creaminess.

“For me, authentic flavor comes from the heart, and so many of my favorite memories are tied to family meals,” Boneta says. “My mom’s guac has always been the start of our celebrations, and I’m so excited to be sharing that same, beloved recipe with fans — along with four other incredible new twists for every taste. I had the best time bringing the flavors from my home to life with Avocados From Mexico. I can’t wait to see all the reactions as people hopefully start making these recipes part of their own Cinco memories.”

‘Guac’ the Party Started

To kick off Cinco de Mayo right, Avocados From Mexico and Boneta are hitting the streets of New York City with all five recipes in the Guaco Truck, a party on wheels that flips the script: You bring the food, and they’ll bring the free epic guac topping. Bring any dish, from pizza and donuts to that sad desk salad or street hot dog, and Avocados From Mexico will transform the plate into a full-on fiesta. Crash the party on May 5 at Hudson Yards from 1-4 p.m., where Boneta himself will be serving up tastes of guac to flavor-loving fans who arrive early.

“We’re seeing a real cultural shift in how people, especially new generations, are choosing to celebrate; they’re drinking less and connecting more through shared experiences like food,” Luque says. “That trend is why we’re prepping for our biggest Cinco ever, anticipating more than 235 million pounds of Mexican avocado imports in the four weeks leading up to the holiday. We’re reminding everyone that a real fiesta starts with guac, not a margarita. Avocados have a special way of bringing people together, and our goal is to put that experience at the heart of the holiday, proving that every great celebration starts with Avocados From Mexico.”

Access all five specialty recipes at avocadosfrommexico.com/cincodemayo.

How the Hass Avocado Board Solved Its Succession Challenge

Mon, 27 Apr 2026 21:56:40 GMT

As U.S. agriculture faces an aging population, the Hass Avocado Board isn’t just waiting for the next generation of leaders to sprout; it’s actively cultivating them. Through its Board Leadership Development Program, or BOLD, HAB is bridging a critical confidence gap to ensure the multimillion-dollar avocado industry remains in capable hands.

Launched in 2020 and graduating its first class in April 2021, BOLD was created to educate and prepare future industry leaders to serve on the HAB, the California Avocado Commission and other industry boards.

Gwen Jackimek, HAB’s recently named first female chair , is a testament to the program’s success. A graduate of Class 2 of the BOLD program, the senior director of sales for Fresh Del Monte credits her position on the board to the program.

BOLD stemmed from a need for new leadership in the avocado industry, says Emiliano Escobedo, HAB executive director.

“Across agriculture, and certainly the avocado industry, we are seeing an aging population and a need for succession,” says Escobedo. “The Hass Avocado Board is a volunteer board, and we have producers and importers who fill these seats. We like to have representation with people who come from different backgrounds in the industry, but several years ago we noticed that as our revenue was growing bigger and bigger, people increasingly felt intimidated to step up and say, ‘OK, I’m going to run for this board and make decisions on a multimillion dollar budget.”

As HAB attempted to recruit growers, importers and other players in the avocado industry, Escobedo says it encountered hesitation from the next generation of potential leaders.

“We realized they didn’t feel qualified to serve on the board,” he says. “So, we developed this program specifically targeting producers and importers of avocados to develop their skills and their confidence to be able to serve on the Hass Avocado Board but also on the boards of other associations that promote avocados here in the United States.”

How BOLD Builds Leaders

The BOLD leadership development program is a comprehensive, yearlong initiative designed to cultivate the next generation of industry leaders. At its core, the program emphasizes mentorship, immediately pairing each participant with a seasoned board member or senior executive. This relationship provides class members with direct access to high-level experience and guidance, ensuring they have a professional anchor as they navigate the complexities of industry governance throughout the year, says Escobedo.

A significant portion of the curriculum focuses on operational transparency and financial literacy. Participants engage in a deep dive into the inner workings of HAB and its various association partners, which collectively manage over $100 million in marketing and research funds. BOLD ensures that future leaders are not only adept at reading financial statements, balance sheets and audits but also deeply understand their fiduciary responsibility when managing programs funded by industry stakeholders, he says.

Fully funded by HAB and the different country-of-origin associations that promote avocados in the U.S., the program also seeks to bridge the gap between localized expertise and global industry dynamics. By moving beyond the specific silos of individual producers or importers, BOLD takes participants on a journey to understand the interplay between major global players like Mexico, Peru, Chile and Colombia. This holistic approach ensures that leaders can step back from their daily roles in sales or quality control to grasp the full, interconnected landscape of the U.S. avocado industry.

To round out their professional development, participants engage in a specialized academic partnership with the University of California, Davis, where they undergo intensive coursework focused on strategic marketing.

“Most of our money is spent on marketing,” says Escobedo. “A director on the board needs to understand how to develop a strategic plan to build consumption through a marketing program. They need to understand how marketing as a board works.”

The three-day UC Davis immersion equips future leaders with the unique ability to evaluate business plans and marketing programs from the perspective of a director rather than a staff member. By the end of this training, graduates possess a refined understanding of board governance and the specific oversight skills required to drive industry consumption and fulfill their roles as effective board members, says Escobedo.

BOLD participants also head to Washington, D.C., where they learn more about the role of the USDA specific to avocado boards.

“We do have USDA oversight, and so by the time they graduate, they are well versed in what these boards do and what it takes to be an effective director or board member,” says Escobedo.

The program has been so successful that demand is outpacing availability.

“BOLD recently graduated its Class 5 and announced Class 6, and it has been super, super successful in bringing in incredible talent — people who for various reasons were sitting on the sidelines,” says Escobedo. “We’ve been fortunate to have a lot of interest in our program, and we typically get many more applicants that we can actually accept.”

The Next Gen of Avocado Leadership

The BOLD program is designed specifically with fostering the next generation of avocado board leadership, while also creating global networking opportunities.

“I was at the D.C. event that we held earlier this year, and there was a California producer talking to a Colombian producer/exporter and a U.S. importer. ... If you’re a Colombian producer, you don’t have regular opportunities to talk to a California grower and spend two days traveling, sharing meals and going places together and learning about each other and learning about the industry together,” says Escobedo. “These individuals are exchanging information, life lessons and experiences. They understand each other, board leadership and the global avocado industry so much more.”

Who will be in Class 7? Open enrollment starts in January and runs for 30 days, says Escobedo.

To be considered for the BOLD Program, applicants have to be eligible to serve on the HAB or any importer association board.

“You have to show and truly be committed to wanting to serve on these boards after you finish the program,” says Escobedo. “That’s something that’s really important. This isn’t just a career builder. This is something that has a very specific objective for the industry, and it’s that we need people to go through this program, and then we need them to run for seats on the board.”

Escobedo says BOLD gives avocado industry professionals as much as it gets.

“I’ve been in my position for 14 years here at the Hass Avocado Board, and everyone that I’ve met who has served on the board has gotten equally as much, if not more, than what they’ve given,” he says. “They’ve all felt like through their service to this industry and through the board, they’ve gotten a lot back — contacts, information, friends and an increased understanding of how the industry works. It’s a very rewarding experience.”

Your next read:
HAB’s First Female Chair Sets Sights on 5-Year Growth Strategy

How The Avocado Conference 2026 Will Align Industry, Accelerate Sustainable Growth

Record Growth and Strategic Partnerships Take Center Stage at Viva Fresh 2026

Tue, 21 Apr 2026 12:47:42 GMT

SAN ANTONIO — Setting a new record for growth in the heart of Texas, the 2026 Viva Fresh Expo hit a major milestone with a total of 2,877 attendees — the highest turnout in the show’s history. With a sold-out floor featuring 199 exhibitors and nearly 400 key retail and foodservice buyers, the event solidified its status as a powerhouse hub for the produce industry.

Energy was high on the show floor, where the true bounty of the Tex-Mex corridor was on full display.

From left, Alfredo Pena, Gary Calaroso, Kristina Lorusso and Sebastian Carmona of Giumarra Cos. turn out for Viva Fresh.

(Photo: Jennifer Strailey)

Giumarra Cos. featured an array of fresh produce including Mexican grapes, SugarWild jumbo blueberries and blackberries, soon-to-arrive DulceVida Nectarines and its Nature’s Partner premium avocados in two different packaging options — one featuring a morning smoothie recipe and another with a compelling retro feel.

“There’s romance to it,” says Kristina Lorusso. “It’s got a Coachella vibe to it, and retailers love it. It really pops in the department.”

Giumarra’s new avocado packaging brings a “Coachella vibe” to the produce aisle.

(Photo by Jennifer Strailey)

Giumarra also highlighted its new partnership with Horton Fruit Co., which will now offer a range of Giumarra’s specialties from its operations in Louisville, Ky., and Dallas.

“Horton Fruit Co. is adding Giumarra items to their list of offerings, which will help with availability heartaches in the retail supply chain,” says Lorusso.

From left, Matt Klare, Mike Wise, Tommy Wilkins and Tom Smith represent the Horton Fruit Co.

(Photo: Jennifer Strailey)

Tommy Wilkins of Horton Fruit Co. is equally excited by the partnership with Giumarra Cos.

“We ask our customers, ‘Where’s your heartburn, and how can we help?’ Giumarra has all of these boutique items that are in demand. We can offer logistical help and be a solution to get better product into stores,” he says.

From left, Sophia Koorkoyk, JC Cavaletto and Giovanni Cavaletto discussed sustainable avocado farming at Viva Fresh 2026.

(Photo: Jennifer Strailey)

Sustainable avocado farming was the main event at the GLC Cerritos booth, where Giovanni Cavaletto showcased the company’s annual sustainability report. The report highlights the company’s many efforts on the sustainability front from its water-saving initiatives to pollination to reforestation and more. The company is GlobalG.A.P., Rainforest Alliance and Fair Trade-certified.

In terms of avocado sourcing, Cavaletto says fruit from Guatemala and Ecuador are next on the horizon.

And GLC Cerritos touted its series of short videos that give customers a look at what’s going on in the market and on the farm.

Bryan Tate and Rod Whisner of IFCO say sustainability has never been more important.

(Photo by Jennifer Strailey)

Sustainability was also a hot topic at IFCO, which showcased its Reusable Packaging Containers.

“The sustainable message has never been bigger,” says Bryan Tate. “More and more people care about it every year.”

Tate says while the packaging space got confusing for a while, he’s seeing more pull from retailers now who are looking for a true end-to-end partnership with IFCO. And as retailers increasingly turn to automation, Tate says IFCO’s standardized RPC footprint, as well as the digital capabilities its adding, play well in automated operations.

North Bay Produce’s Sarah Quackenbush chats about the big boom in bigger berries.

(Photo: Jennifer Strailey)

North Bay Produce’s Sarah Quackenbush showed off its Reserve Blackberries that are coming into peak volume and flavor out of Mexico, as well as its “humungous” jumbo blueberries.

“The jumbo berry market has grown a ton in the past couple of years,” she says. “There’s huge opportunity with bigger berries, and consumers are willing to pay more for them.”

La Bonanza’s Daiana Quintero and Valeria Villasenor showcase avocados from Mexico.

(Photo: Jennifer Strailey)

La Bonanza Avocados, a family-owned avocado grower from Uruapan, Mexico, showcased its sustainably sourced hass avocados and avocado products. As a key hub of Mexico’s avocado-growing region, Uruapan is known as the “Avocado Capital of the World,” says La Bonanza.

From left, David Reyes, Roy Moore and Jeremy Giovannetti talk fresh flavors at Viva Fresh 2026.

(Photo: Jennifer Strailey)

Divine Flavor featured Mexican table grapes, including Cotton Candy grapes out of Jalisco that are available through July, as well as a new crop of roma tomatoes from Baja, mini peppers and new organic cherry tomatoes on the vine.

From left, Eduardo Diaz, Daniel Amavizca and Daniel Ibarra say the crops out of Mexico look good.

(Photo by Jennifer Strailey)

Splendid, a company of growers and exporters based north of Sinaloa, Mexico, featured mangoes, sweet corn, green beans, bell peppers and more.

“We foresee a great season,” says Eduardo Diaz.

From left, Andrew Brown, John Pandol and Stefanie Pandol discuss good quality grapes and early California and Mexico seasons at Viva Fresh 2026.

(Photo by Jennifer Strailey)

John Pandol of Pandol Bros. says grapes from California and Mexico are coming early this year. And while conditions are “so far, so good” in California with no counter indications, in Mexico — which is further along in its season — “quality is good.”

Courtney Schuster and Marabeth Schuster showed off a bevy of beautiful onions from the Lone Star State.

(Photo by Jennifer Strailey)

Courtney Schuster of Rio Fresh, a south Texas-based onion grower-packer-shipper, says the onion season is looking strong and while there was some rain “things are tightening up and so far, quality is great.”

Rio Fresh showcased its Tri-Color organic and conventional red, yellow and white onion packs that are available in different combinations and weights up to 5 pounds.

Kellen Stailey Martin and Susie Rea showcase California Crema Gem avocados at Viva Fresh 2026.

(Photo by Jennifer Strailey
)

Index Fresh showcased its California Crema Gem avocados, available from April to June in bags and bulk.

“Gems are more sustainably grown avocados because the trees are planted closer together, they use less water and there’s a labor savings as well,” says Kellen Stailey Martin.

The striking avocados have a darker skin with gold flecks and grow to a larger, value size, she says.

“The flavor is a little nuttier and it’s easier to scoop,” she adds.

Stailey Martin also touted the company’s cellulose packaging for its bagged organic and conventional AvoTerra line. The cellulose bag is made of 100% paper and is recyclable and compostable. It also features a new home-compostable PLU sticker from Sinclair.

Also new are Avoettes organic avocados.

“There’s a lot of traction with mini avocados,” says Stailey Martin. “They’re single-serve and there’s no waste.”

While Index Fresh launched the mini avocados with organic, Stailey Martin says conventional Avoettes are in the works.

Brooke Eldridge of Matthews Ridgeview Farm talks the trend in purple sweetpotatoes.

(Photo: Jennifer Strailey)

Matthews Ridge Farms’ Brooke Eldridge says the company’s current crop of sweetpotatoes is largely spoken for. She also talked about the rise of the Murasaki sweetpotato.

“The purple market is really growing,” she says. “Retailers are starting to get curious about them. They’re colorful and really grab attention in a dish.”

From left, Sarah Diamond, Tyann Schlimmer and Michelle Youngquist of Bay Baby Produce shared a variety of colorful pumpkin and squash offerings.

(Photo by Jennifer Strailey)

Bay Baby Produce showcased a colorful array of pumpkins and squash, including Day of the Dead pumpkins; a 5-count bag of ornamental pumpkins; pumpkin painting kits; and a new Jack Pack half-pallet display unit that holds up to five different items.

“Jack Pack brings the pumpkin patch to your store,” says Michelle Youngquist of the display units that will be available in September and October.

Bay Baby also featured a host of red, white and blue pumpkins designed to make everything from Labor Day gatherings to celebrating America’s 250th anniversary of independence more festive.

Organizations and Agencies Formalize Zero Deforestation Agreement for Mexican Avocados for Export

Mon, 20 Apr 2026 19:57:25 GMT

The Association of Avocado Producers and Exporting Packers of Mexico (APEAM) has formalized a Zero Deforestation Agreement with Mexico’s Ministry of Environment and Natural Resources (SEMARNAT) and the Federal Attorney for Environmental Protection (PROFEPA), establishing a framework to ensure export-bound avocados meet environmental standards increasingly required in global markets.

The agreement creates a voluntary self-regulation system for avocado exports that is designed to verify compliance with Mexican environmental law while strengthening traceability and transparency across the supply chain. This builds on a Mexican federal requirement published in October 2025 mandating zero deforestation for agricultural exports and is a big milestone for the Mexican avocado industry’s sustainability commitment, which includes APEAM and the Mexican Hass Avocado Importers Association (MHAIA), as part of the industry’s Path to Sustainability.

Under this framework, APEAM will serve as a coordinating governance body, overseeing implementation of a bilateral operational work plan that covers orchards, packing facilities, inspections, traceability and logistics for hass avocado exports to the U.S. In coordination with SEMARNAT and PROFEPA, the model introduces clear mechanisms to:

Identify orchards with potential environmental risk.
Support producers in meeting legal compliance requirements.
Require remediation or compensation measures when applicable.

Government agencies will retain full oversight and enforcement authority. The agreement is intended to provide greater assurance of supply chain compliance, reduce regulatory and reputational risk and support continued access to Mexican avocados under evolving environmental standards.

During the signing, Mexico Environment Secretary Alicia Bárcena Ibarra said the agreement reflects closer coordination between government and industry to meet environmental obligations, while advancing trade and APEAM’s leadership in sustainability initiatives. APEAM says the framework will translate environmental requirements into verifiable and measurable actions, reinforcing the sector’s ability to meet international expectations.

“The agreement marks an important day for the industry and for the country,” says Raúl Martínez Pulido, president of APEAM. “Export avocado production to the United States only has a future if it is compatible with protecting our forests. The deal is not a symbolic gesture or a short-term response, but the natural evolution of a model built over nearly three decades on clear rules and shared responsibility. There is no competitiveness without legality, and no sustainable trade without environmental responsibility.”

The agreement reaffirms APEAM’s commitment to working alongside government authorities and commercial partners and is expected to strengthen regulatory certainty for producers and exporters while supporting long-term access to premium markets.

Mexico supplies more than 85% of avocados to the U.S., making the industry — represented by APEAM in Mexico and MHAIA in the U.S. — a critical component of the U.S. fresh produce market.

Avocados From Peru Honors Stephen J. Barnard and Bob Lucy With Global Leadership Award

Wed, 15 Apr 2026 21:34:48 GMT

The Peruvian Avocado Commission, through its flagship brand Avocados from Peru, honored Stephen J. Barnard and Bob Lucy with the prestigious Global Leadership Award in recognition of their extraordinary contributions to the avocado industry.

The awards were presented April 8 during a special dinner held at The Lodge at Torrey Pines in La Jolla, Calif., in honor of the recipients, held the evening prior to PAC 2026 Annual Membership Meeting.

Barnard, co-founder and CEO of Mission Produce, was recognized as a true pioneer who helped transform avocados into a global staple through innovation in ripening, global sourcing and category development. Over more than four decades, he built Mission Produce into a vertically integrated, billion-dollar business spanning more than 25 countries.

Barnard’s early and visionary investment in Peru helped establish the country as a leading global supplier, including founding the largest avocado packing operation in the world in Peru and becoming one of the largest avocado growers in the country. A bold and forward-thinking leader guided by his philosophy to “play offense” and “not be afraid to lose,” Barnard’s impact extended across the entire value chain and through his industry leadership, including service on the board of the International Fresh Produce Association.

Lucy, co-founder of Del Rey Avocado Co., was honored for his nearly five decades of leadership and service to the avocado industry. A respected pioneer, he played a key role in shaping the U.S. avocado market and expanding the global presence of the category.

Lucy served for many years as chairman of the Peruvian Avocado Commission’s marketing committee and as a member of its board of directors, helping guide strategic growth initiatives and strengthen the positioning of Peruvian avocados in the U.S. market. His broader industry contributions included leadership roles with the California Avocado Commission and other international organizations.

“These awards recognized not only remarkable individual achievement but also the spirit of vision, innovation and partnership that drives our industry forward,” says Xavier Equihua, president and CEO of PAC.

“Through our Global Leadership Award, the Peruvian Avocado Commission is proud to be the only organization in the avocado category that honors leaders whose vision and contributions have advanced both the global avocado industry and the growth of Peru as a leading origin,” says PAC Chairman Jose Antonio Castro. “Stephen and Bob exemplify the leadership, commitment and long-term vision that continue to elevate our industry worldwide.”

The Global Leadership Award represents the highest level of recognition by Avocados from Peru, honoring individuals whose vision, commitment and impact have helped shape the future of the global avocado industry.

West Pak Offers Tips for Retailers to Maximize California Avocado Season

Mon, 13 Apr 2026 00:09:30 GMT

West Pak Avocado encourages retailers to capitalize on the strong projected volume of the California avocado season. The global avocado supplier says strategic programs with seasonal storytelling, bag initiatives and premium variety differentiation can drive category performance and meet consumer demand.

The California Avocado Commission forecasts the state’s 2026 harvest at 330 million pounds, marking the third consecutive year the crop is expected to exceed that milestone. West Pak says this estimate includes a crop breakdown of 310 million pounds of hass avocados and 20 million pounds of premium varieties, such as Gem and lamb hass. This forecast anticipates promotable volumes around 10 million to 15 million pounds per week, which ensures a steady supply, according to the company.

“The strong volume projected by the California Avocado Commission for 2026 is a testament to the strength of the California avocado industry,” says Mario Pacheco, CEO of West Pak. “At West Pak, we are proud to partner with our retailers, providing innovative programs and merchandising support to leverage this exceptional volume and help drive significant category growth.”

Joe Nava, vice president of sales and business development for West Pak, says the California season is the time for retailers to differentiate their produce aisle.

“We encourage retailers to showcase high-quality, locally grown fruit through the peak California months, starting now and gaining momentum into California Avocado Month in June,” he says. “Our California lineup, including California-centric bags and our Farm-to-Table PLU program, provides retailers with a roadmap for a successful season.”

West Pak says its California Gold bag, which features both conventional and organic varieties, was designed to enhance key promotional moments while meeting the rising shopper demand for value, convenience and consistent sizing.

The supplier also says its California Gem avocados bag offers a compelling trade-up opportunity for retailers, as Gem avocados are slightly larger than the popular hass variety and boast thick, dark green and easy-to-peel skin with gold flecks when ripe.

West Pak also offers its farm-to-table story to further engage with shoppers who value transparency and local sourcing. This initiative provides customized PLUs that emphasize the fruit’s California origins and a direct connection between consumers and local growers.

Other promotional opportunities include aligning merchandising and promotional strategies ahead of peak availability, particularly with California Avocado Month in June, to maintain strong category momentum throughout the season.

Mastering the Cinco de Mayo Merchandising Surge

Tue, 07 Apr 2026 11:00:08 GMT

As one of the premier food celebrations in the U.S. calendar, Cinco de Mayo has evolved from a niche date into a high-velocity retail event. For produce, the holiday represents a reliable, repeatable spike in demand that centers on fresh ingredients and authentic flavors.

This year presents a unique opportunity for retailers as Cinco de Mayo 2026 falls on a Tuesday, creating a natural synergy with the Taco Tuesday phenomenon.

The Power of the Hispanic-Inspired Menu

While the holiday has a reputation for beverages, the real retail growth is in the kitchen, says Stephanie Bazan, senior vice president of commercial strategy and execution for Avocados From Mexico.

“Cinco celebrators know that it’s about getting people together and diving into Mexican food,” Bazan says. “Our objective at Avocados From Mexico is to authentically own Cinco from a food perspective. This year, we are offering branded displays and packaging highlighting our ‘Guac Makes the Fiesta’ messaging, as we know that guac is central to any Cinco gathering.”

Data from AFM supports this guac-first mentality, showing that guacamole ingredients significantly over-index during the holiday week. Specifically, tomatoes saw a 4.9 index, onions a 4.6 and tortilla chips a 2.3.

“Creating innovative and festive guac destinations for this holiday is a way to drive traffic and basket ring,” Bazan says.

“It is also important to note that in the past three years, bags have seen growth during this holiday, making it important to merchandise bags along with bulk, as bags are perfect for fiestas,” she adds.

(Photo courtesy of Fresh Innovations/Yo Quiero! Brands)

A High-Velocity Campaign Period

The holiday has officially moved past the 24-hour mark, transforming into a sustained sales window. Brooke Becker, senior vice president of sales for Mission Produce, highlights that “promotions and merchandising often begin weeks in advance, which has effectively turned Cinco de Mayo into a full campaign period rather than a single-day occasion.”

This shift is backed by significant growth. Becker explains that “in 2025, we saw a 17% lift in avocado volume during the holiday period, reinforcing how meaningful this window is for the category.”

Ken Melban, president of the California Avocado Commission, agrees that the timing is a strategic win for domestic growers.

“The timing of this holiday works out well for our California industry, as it hits right as we head into peak availability of our locally grown avocados,” Melban says. He suggests that for retailers, “the message is that Cinco de Mayo should be treated as a planned, high-velocity event where strong merchandising and inventory readiness can translate into meaningful incremental movement and bigger baskets.”

Planning for the holiday is often last-minute, with purchasing happening the week of Cinco de Mayo, Bazan says.

“Therefore, retailers who plan for Cinco de Mayo at least two weeks in advance are best positioned to capture shopper interest and boost purchasing,” she says. “Displays do matter. When avocados are merchandised in a branded Avocados From Mexico display, retailers experience a 25% increase in unit sales supporting both bulk and bagged fruit assortment.”

Strategy: The 3-Part Merchandising Plan

To prevent out-of-stocks and maximize basket size, industry experts recommend a tiered approach that combines bold primary displays with strategic cross-merchandising. Melban recommends a strategy to “lead with a bold primary display, support it with secondary placements and build the complete ‘fiesta set’ around California avocados.” He suggests that the primary display should be “large enough to sustain high traffic and kept full and attractive throughout the promotional window.”

With the 2026 holiday having a Taco Tuesday connection, Bazan says this alignment represents a massive opportunity “for avocados to be merchandised with complementary items such as tortillas, taco shells, cheese and meats to create the perfect fiesta.”

This recipe-led approach is echoed by Melban, who says that “within produce, pairing California avocados with tomatoes, onions, cilantro, limes, garlic and chili peppers builds the guacamole and salsa set in one place.”

“The timing of this holiday works out well for our California industry as it hits right as we head into peak availability of our locally grown avocados,” says Ken Melban, president of the California Avocado Commission.

(Photo courtesy of California Avocado Commission )

Convenience and the Value-Added Surge

While fresh avocados remain the anchor, the modern shopper is increasingly looking for convenience. Tara Murray, vice president of marketing for Fresh Innovations/Yo Quiero Brands, notes that “Cinco de Mayo continues to expand beyond a single-day celebration, with shoppers purchasing earlier and entertaining throughout the week.” She explains that consumers are building full meal solutions, which drives greater demand for fresh dips, salsas and guacamole alongside produce, proteins and prepared foods.

To capture this, Murray recommends offering a mix of flavors and sizes.

“Retailers are seeing strong performance from bold, flavor-forward dips and convenient formats that support multiple occasions,” she says. She highlights that the company’s “Authentic Mexico line, including Cantina Salsas and Mexico-inspired guacamoles, continues to resonate during Cinco de Mayo as shoppers look for fresh, restaurant-quality flavors at home.”

Critical Factors: Ripeness and Timing

For a holiday centered on immediate consumption, ready-to-eat fruit is a nonnegotiable requirement. Becker emphasizes that ripeness is one of the most important factors in delivering a great shopper experience for Cinco de Mayo. She notes that shoppers are often “purchasing for immediate use — whether it’s for a gathering that day or later that evening — so consistency and reliability really matter.”

Execution timing is equally vital. Melban suggests building awareness and display presence in advance, roughly a week and a half to two weeks ahead. This allows retailers to capture both the early planners and the impulse shoppers.

Bazan adds that retailers should not overlook the power of bagged fruit during this window.

“In the past three years, bags have seen growth during this holiday ... as bags are perfect for fiestas,” she says.

Reaching the Modern Shopper

The consensus among leaders is that authenticity drives the strongest results.

“Cinco de Mayo continues to grow as both a cultural celebration and a broader entertaining occasion, creating opportunities to reach a wide range of shoppers,” Murray says. “Hispanic consumers often prioritize fresh ingredients, authentic flavors and products that help create meaningful food experiences with family and friends, but these preferences increasingly resonate with all shoppers.

“Retailers that lean into authenticity, cross-merchandising and meal-solution storytelling tend to see the strongest results,” she adds. “By positioning dips as part of the full celebration — from appetizers to meal enhancements — retailers can drive incremental purchases and increase overall basket size during the holiday period.”

By positioning the produce department as a complete Cinco de Mayo solution set and maintaining full, vibrant displays, retailers can ensure they don’t fall into the underperformance trap of relying on price alone.

“When you merchandise California avocados with complementary ingredients, you’re not only selling more avocados — you’re selling the whole celebration,” Melban says.

HAB’s First Female Chair Sets Sights on 5-Year Growth Strategy

Wed, 01 Apr 2026 22:18:03 GMT

While just last year the Hass Avocado Board achieved a history-making milestone by crossing the 3 billion-pound market threshold, Gwen Jackimek, HAB’s first female chairperson, isn’t looking back as she steps into this leadership role ready to drive future growth.

“We’ve reached the 3 billion-pound benchmark, which is absolutely fantastic, and now we’ve moved into a new vision and strategy for the next five years,” Jackimek tells The Packer. “Our vision is to make hass avocados America’s preferred healthy food for every meal — driving growth in per capita consumption and providing value to consumers and stakeholders.”

The Mission Viejo, Calif.-based research and promotional board conducts intensive nutrition research, market data analysis and large-scale marketing campaigns, such as “Love One Today,” that have helped drive a significant increase in per capita consumption over the last two decades and will continue to fuel demand.

Jackimek, who boasts an extensive produce background that includes sales roles at Dole, Mission Produce and Rocket Apples, is currently senior director of sales for Fresh Del Monte. She describes the new vision for HAB as “all-encompassing” of the entire avocado supply chain from the field to the end consumer.

“We’re really trying to capture the breadth of every person that goes into making this industry successful and moving forward,” she says.

The Avocado Conference

The avocado industry will have a unique opportunity to collaborate later this year when HAB and Farm Journal, The Packer’s parent company, launch The Avocado Conference . Set to take place in San Diego on Nov. 16-18, the conference seeks to gather stakeholders from across the entire avocado supply chain.

While Jackimek says the agenda and speakers are still in the works, HAB will be leaning into data, including basket size and what adding avocados does to the consumer’s overall ring.

“We’re bringing in Circana and Datassential to do presentations specifically about avocado category data, the produce industry and consumer trends as a whole,” Jackimek says. “We’re really excited to bring the whole industry together to collaborate, look at these numbers and then tie it all back to the Hass Avocado Board’s strategic vision.

“There’s so much data out there,” she adds. “How do we use it for reaching our goals?”

Jackimek is a graduate from class 2 of HAB’s Board Leadership Development program (BOLD), a program she credits with putting her on the path to board chairperson.

(Photo courtesy of the Hass Avocado Board)

A Bold Program

Jackimek is a graduate from Class 2 of HAB’s Board Leadership Development — or BOLD — program, which she credits with putting her on the path to board chairperson.

“I really attribute [my being on the board] to the BOLD program,” she says. “It’s such a great program that really lays out the path to board leadership and shows you how to get involved. It also takes you out of your workday lane and really elevates your thinking to the whole industry, because you get to collaborate and meet with so many different people from different parts of the industry.”

BOLD is a full-year course that includes virtual and in-person meetings as well as a trip to Washington, D.C., to meet with USDA.

“The future of our industry really relies on bringing diverse experiences and strengths so that we can continue to reach for the vision of the Hass Avocado Board,” Jackimek says.

Women Leading in Produce

Increasingly, women are stepping into leadership roles in produce. Earlier this year, the California Avocado Commission appointed Rachael Kimball Laenen, a fourth-generation avocado farmer, as its first female board chair.

What does this trend mean to Jackimek?

“It’s really inspiring to see how women throughout the industry are taking on bigger and bigger roles across the whole industry and the supply chain,” she says. “The produce industry is dynamic, demanding and so full of opportunity. It’s exciting to see women continue to have leading roles in shaping the industry as a whole.”

As for Jackimek’s goals as HAB chairperson in the year ahead, she says there is a lot of work to be done.

“We have a really big year ahead of us again,” she says. “This is the first year we’re working with a new strategic vision and goals, and the first-ever Avocado Conference. We have huge projects, and I want to make sure HAB is moving forward with those goals.”

To the next generation of produce leaders, Jackimek says the sky’s the limit if you’re ready to learn and engage.

“My recommendation for anyone who wants to move into a leadership role in produce is to learn the business — learn it from the soil all the way to the shelf — because the more you know, the better decisions you can make,” she says. “Build relationships early and often. The produce industry really succeeds on trust, consistency and reliability. The greater your network, the greater your knowledge.

“My other advice is to own the room and your expertise,” Jackimek continues. “You’ve worked hard to get to where you are, so believe in yourself, have a voice and raise your hand.”

Your next read:

A New Era for California Avocados: Meet CAC’s First Female Board Chair

Tue, 24 Mar 2026 21:21:25 GMT

Leaders, strategists, stewards of the land. Women are playing an increasingly crucial role in California’s avocado industry — women like Rachael Kimball Laenen, a fourth-generation avocado farmer and the first female board chair for the California Avocado Commission, whose family farm has literally risen from the ashes to build a stronger future for the next generation.

“Her role reflects the growing influence and contributions of women across our industry and the many ways women are helping to contribute to the future of California avocado farming,” says Ken Melban, CAC president.

Kimball Ranches-El Hogar planted its first avocado trees in 1920. Nearly 100 years later, it was a victim of the devastating Thomas Fire that damaged some 70% of its orchards. Today, Laenen is focused on continual improvement, embracing change and the hard work that will preserve family farming for the next generation.

To learn more about Laenen’s vision for the future, The Packer recently connected with the industry leader on what it means to be a changemaker in the California avocado industry today.

(Editor’s Note: The following has been edited for length and clarity.)

You are the first woman to hold the position of board chair for the California Avocado Commission. What does that mean to you personally and professionally, and what do you hope to achieve on the board?

Laenen: I was elected chair of the California Avocado Commission in early December 2025. What I value most is the trust that my fellow board members and growers have put in me to lead them. I have been on the board since 2020 and have been deeply involved in a number of committees and task forces during my tenure. I’m grateful my colleagues recognize the organizational understanding, perspective and experience I could bring as chair.

I see my role as chair to ensure the board maintains a strong understanding of grower perspectives while facilitating productive discussions that lead to thoughtful decisions. Ultimately, I hope to help bring growers together with a unified voice because we are stronger when working together.

California avocado growers face many challenges from rising input costs to a tight labor market to water shortages to pests to competition from lower-priced imports and more. How does Kimball Ranches navigate these challenges? Is there a secret to your success?

There really is no secret to our success. It’s rooted in hard work, adaptability and continuously striving to improve. My father and I are committed to constantly learning and trying to do things better and more efficiently every day. While the office work can dominate our time, we try to spend as much time in the orchard as possible.

We talk a lot about our current practices and how we can improve. We attend as many seminars, meetings and opportunities to learn as we can. We’re always evaluating new technologies and if they are right for our operation.

Like most California avocado growers, we’re also paying close attention to broader industry dynamics, such as water costs, labor challenges and market conditions, because all of these factors can influence our ability to operate successfully.

Given these challenges, what are California avocado growers doing to ensure they receive economic relief from a new farm bill/the USDA’s recently announced specialty crop assistance?

The commission is always at the forefront of advocating for California avocado growers. CAC leadership works closely with federal policymakers, USDA officials and members of Congress to ensure California avocado growers are included in federal programs and policy discussions. This includes advocating for specialty crop assistance, disaster relief programs and policies that support grower viability.

Our president, Ken Melban, regularly engages with USDA and other federal agencies to ensure avocados are top of mind in conversations ranging from phytosanitary inspection practices to economic relief programs for growers. Ensuring that avocado producers have access to these resources is a critical part of supporting the long-term sustainability of our industry.

You’re a sixth-generation farmer and the fourth generation in your family to grow avocados. What do you hope your legacy will be to future generations at Kimball Ranches?

We have been farming in Ventura County since the 1860s, so we have seen a lot of change. I believe we are only stewarding the land for future generations, and my goal is to ensure my children are able to farm, if they wish.

The key to remaining a viable family farming operation is being willing to embrace change. We have adapted many times over the generations. We have grown lima beans, sugar beets, walnuts and tomatoes. While avocados are what we are growing now, we are always thinking about the future, the challenges, restrictions, climate change and what that might mean for our operation.

My favorite days at work are when my 3-year-old son comes to the ranch with me and we experience the joys and wonder of being in the orchard together. Moments like that remind me why preserving family farming for the next generation matters so much.

Kimball Ranches experienced a devastating wildfire in 2017. How is replanting progressing and are there plans for expansion?

We did experience devastating damage in the Thomas Fire in 2017. We lost our house, barn, ranch office, all our farming equipment and sustained damage to over 70% of our orchard.

We focused immediately on recovery of the orchard because without trees in the ground, there was no way we would survive financially. The fire gave us an incredible opportunity to evaluate everything in our operation, from planting density to rootstock to what variety of avocado we should be growing.

Eight years later, the recovery effort is ongoing. We have replanted about 115 acres at a higher density with clonal rootstocks. Our earliest replanting blocks are now coming into production, and it’s finally starting to feel like we are fully back in the avocado business again.

We are hoping to rebuild the barn this year and the house in the next three years. We have also been able to expand our operation through the acquisition of two additional ranches, including what was my great-grandfather’s original ranch. If the right opportunity arises, we may add additional acreage, but for the moment we are focused on growing strong and healthy trees that will produce great avocados.

You’ve shared your perspective on smaller avocado farms in California and the increasing need to scale. Is there a sweet spot of acreage that allows you to be most profitable?

With the ever-increasing cost of regulation on farming operations, as well as rising input costs, it is just not possible to support a family on a small farm anymore. In my grandparents’ generation, people were able to support themselves on 40 acres, but looking at our financials, that wouldn’t be possible anymore. We are now farming 190 acres, and having more acreage has definitely helped to spread the overhead costs.

Research has shown just how significant regulatory pressures have become. A recent Cal Poly study found that regulatory compliance costs have risen more than 1,300% over the past 18 years. That includes everything from food safety to water quality monitoring to nitrogen reporting. I spend a lot of time in the office ensuring we maintain compliance with all of those regulations, and that’s time I’m not in the orchard, observing our trees, speaking with our employees — doing actual farming.

Through the Kimball Avocados website, you also sell direct to consumer. What percentage of your business is retail versus DTC? Do you see growth opportunity with DTC?

Our direct-to-consumer business is less than 1% of our overall operations. All the rest of our fruit is packed commercially with a local packer-shipper.

Our DTC business was born out of people saying, “This is the best avocado I have ever had!” after we shared fruit with them. We pick and ship the fruit on the same day, which means the fruit is allowed to ripen naturally, free from the cold storage used by commercial distributors. Such storage, which is necessary for the mass market, interrupts ripening and can mute some of the fruit’s full flavor. However, it does mean our customers have to be patient, because it can take anywhere from a week to 10 days for the fruit to ripen.

Our customers are located all across the U.S., but we do have a surprising number here in California too. We have not expanded internationally — yet. I do think there would be demand there, but I haven’t had the time to fully explore what that would require. We may grow the DTC a little bit, but with everything we have going on at the ranch and in the industry, my focus is better spent elsewhere.

Golden State Great: California Avocado Season Set to Deliver

Wed, 18 Mar 2026 19:45:08 GMT

Each year, retailers, chefs and consumers who appreciate a premium produce experience anxiously await California avocado season — so much so that peak season, from spring through summer, has become an unofficial holiday of sorts, with retailers and consumers alike hungry for promotable volumes, new recipes and more.

“The 2026 California avocado season is shaping up to be a strong one,” says Ken Melban, president of the California Avocado Commission. “We’re forecasting approximately 330 million pounds this season, which is similar to last year and marks the fourth year in a row of substantial California volume above 300 million pounds.”

While Melban says harvesting by some California growers is currently underway, promotable volumes are expected to build through March, with peak availability running from about April through August.

“From a fruit standpoint, we’re encouraged by what we’ve seen so far,” Melban says. “Rainfall in the growing regions has generally been beneficial, supporting tree health and fruit development, and growers have also benefited from sunny conditions that help the fruit continue maturing on the tree until it is picked. As always, California’s diverse growing regions and careful grove management position us well for premium quality fruit, and we’re expecting excellent eating quality this season. Early indicators on sizing are also positive.”

Keith Blanchard of Index Fresh agrees. The Riverside, Calif.-based company, which partners with more than 300 California avocado growers farming upward of 15,000 acres statewide, sees a quality season ahead.

“This season’s crop is setting up strong, with clean fruit and good sizing thanks to ample winter rain that supported healthy canopy growth and fruit development,” Blanchard says. “While the season is getting a slightly later start, fruit maturity is not too advanced, giving growers the flexibility to stretch the harvest and time picks to market conditions throughout the spring and summer.”

(Photo courtesy of Mission Produce)

While Galen Johnson, senior director of sales for Oxnard, Calif.-based Mission Produce, says the 2026 California avocado season is off to a slower start, he anticipates harvest volumes to ramp up in April and continue at a strong pace through August.

“California experienced favorable weather conditions this winter, and we expect fruit sizing to run slightly larger than last year,” he says. “Overall, fruit quality looks excellent heading into the new season.”

Avocado Growers Tackle Challenges

Add rising input costs, water scarcity and labor shortages to invasive pests and increasing competition from imports, and it’s easy to see California avocado growers face mounting obstacles. Even with these challenges, the industry continues to eye opportunity.

“California avocado growers are facing real pressure from water scarcity, rising input costs and tight labor, so building predictability into the business is critical,” Blanchard says. “Many of our growers rely on the H‑2A program, which, while still expensive, has brought more stable and predictable labor availability and costs during peak harvest windows.

“On the agronomy side, we’re investing heavily in irrigation technology and data‑driven decision‑making to get more out of every gallon and every input dollar,” Blanchard continues. “Our agronomist, Gerardo Aldunate, analyzes field data and cost structures with growers to recommend tailored strategies; there is no one‑size‑fits‑all solution, but growers can dial in inputs, substitute more economical products where appropriate and focus spend where it has the greatest impact on yield and quality.”

Blanchard says, for Index Fresh, working hand‑in‑hand with growers across the season has been highly effective in improving productivity and getting the most bang for its input buck.

At Mission Produce, Johnson says having an experienced team who can work closely with growers is essential to success.

“California growers are among the best in the business — world-class growing practices, deep expertise and a real commitment to the craft,” he says. “We’re seeing continued innovation, including expanded adoption of the Gem variety, which reflects the state’s ongoing leadership in quality and production excellence.”

Johnson says Mission’s field team also works closely with growers along the Pacific Coast to support healthy, high-producing trees, which the company anticipates will improve yields over time.

Born to Compete

California avocado growers have some of the highest production and land costs in the world, making it difficult to impossible to compete with avocado imports on price. As a result, the Golden State focuses on the highest quality and a premium eating experience — areas where it says it shines.

“Competition from imports is very real, and California growers are feeling that pressure, particularly when large volumes of imported fruit overlap with our season and create supply imbalances in the marketplace,” Melban says. “Our role at CAC is to help California growers compete by strengthening the California value proposition and ensuring that differentiation is clear to retailers and consumers.

“California avocados are locally grown, sustainably farmed, ethically sourced and harvested with care to deliver an exceptional eating experience,” Melban continues.

“When consumers clearly recognize California at the shelf and understand the value behind it, that supports premium positioning and ultimately benefits growers,” says Ken Melban, president of the California Avocado Commission.

(Photo courtesy of the California Avocado Commission)

Investing in customized retail and foodservice programs that clearly identify California origin at the shelf and in promotional materials helps support this value proposition, he says.

“We work with customers on branded display bins, signage, packaging and digital support to help shoppers quickly recognize and choose California fruit,” says Melban. “If market pressure increases due to overlapping imports, we’re prepared to strategically deploy marketing resources to help maintain movement and visibility. When consumers clearly recognize California at the shelf and understand the value behind it, that supports premium positioning and ultimately benefits growers.”

Playing up local is also integral to Mission’s marketing initiatives.

“During the summer months, California is the premier source of high-quality avocados for the U.S. market,” Johnson says. “With the value many shoppers place on locally grown produce, California avocados stand out as a premium, local offering.”

Mission also connects with its retail partners on CAC-led marketing initiatives and offers California-specific packaging designed to highlight the origin story at the point of sale.

“It’s a meaningful way to support the season and connect shoppers with locally grown avocados,” Johnson says.

Beyond marketing, Melban says CAC is actively engaged on policy and trade issues that affect grower viability.

“We are advocating for California growers as discussions continue around the USMCA [U.S.-Mexico-Canada Agreement] review process and are working with federal officials to explore policy tools that could help encourage a more orderly flow of imports during the California harvest window,” he says. “Oversupply during peak domestic production can significantly impact market returns, so ensuring a fair and balanced marketplace remains an important priority for the commission.”

Strong on Sustainability

Sustainability has long been a key pillar of the California avocado industry, playing a critical role on family farms and commercial operations.

Blanchard says new Gem avocado plantings allow trees to be planted more densely, producing higher yields per acre and giving growers another way to diversify and grow within a limited land and water footprint.

“Our agronomy team works grove-by-grove to provide cultural guidance that improves tree health and maximizes yields as efficiently as possible, which reduces waste and input use across our California footprint,” Blanchard says.

Index Fresh approaches sustainable avocado farming from multiple angles.

(Photo courtesy of Index Fresh)

Index Fresh growers employ practices such as no‑till or reduced‑till farming that help store carbon in the soil, limit erosion and improve long‑term soil structure, while the trees themselves capture and store carbon dioxide and release oxygen as they grow. On the water side, precision irrigation systems that take advantage of natural rainfall now serve more than 90% of California avocado acreage, driving significant gains in water‑use efficiency, he says.

“We define success as using fewer inputs to grow healthier, more resilient trees that can sustain yields over many years of production, and we track that through field‑level metrics such as yield, tree vigor, and fruit quality over time,” Blanchard says. “When growers can maintain or increase production with lower water, fertilizer and control usage, we know the sustainability work is paying off at both the grove and industry level.”

While Melban says California avocado growers engage in environmentally sustainable practices from responsible water use to careful grove management, economic sustainability is equally important.

“For us, sustainability absolutely includes environmental stewardship, but it also includes economic viability,” Melban says. “If farming families cannot remain financially healthy, the industry cannot be sustainable over the long term. That is why CAC talks about sustainability in a broader sense — supporting practices and programs that help growers remain productive, resilient and profitable across generations.”

(Each year, retailers, chefs and consumers who appreciate a premium produce experience anxiously await California avocado season — so much so that peak season, from spring through summer, has become an unofficial holiday of sorts, with retailers and consumers alike hungry for promotable volumes, new recipes and more.)

Avocados On Trend

When it comes to the trends that speak to today’s consumer, local, organic and special packaging are helping to differentiate and drive sales in the California avocado category.

“From a market standpoint, we see continued upside in special packs, bag programs and the California story, all of which are resonating with shoppers who increasingly seek locally grown produce,” Blanchard says. “Bagged avocados continue to post strong unit and dollar growth, and packaging that clearly calls out California‑grown, organic and key sizes helps retailers trade shoppers up and grow the category.”

Index Fresh says it works closely with CAC to align on retail initiatives, ad calendars and promotional support that spotlight California fruit during peak season.

“For this upcoming season, we’re entering our second year with the California Crema Gem brand and have expanded the program for deeper engagement,” says Kellen Stailey of Index Fresh. “We support retail partners with merchandising kits, a dedicated consumer‑facing website featuring recipes and ripeness education and promotional programs that make it easy to tell the California Crema story in‑store and online.”

Stailey says that while hass remains the season‑long workhorse and industry standard, the Gem variety gives retailers a limited‑time, “buzz‑worthy offering” early in the California season.

“Gems are known for their larger size, easy‑peel skin, distinctive gold‑flecked appearance and rich flavor, making them ideal for feature ads, discovery displays and premium merchandising,” Stailey says. “Our California Crema Gem line is designed as a turnkey complement to California hass, providing a programmable window with defined volumes and pricing so retailers can plan a dedicated promotion that captures consumer curiosity around this special variety.”

Campaign Focused on Growers

For the 2026 California avocado season, CAC is reprising its campaign celebrating its growers.

“We’re featuring California avocado growers and their stories across advertising because that authenticity resonates strongly with consumers,” Melban says. “It reinforces that California avocados are not just premium fruit, but fruit grown by real farming families with a deep commitment to quality, stewardship and community.”

Melban says CAC is also putting increased emphasis on customized retail support, including retailer-specific merchandising, signage, display bins, digital and social programs and seasonal content designed to inspire purchase and drive shoppers into participating stores.

“Our objective is to make the California origin message impossible to miss and to help our partners succeed during peak California availability,” he says.

Early Detection Key in Battle Against Avocado Lace Bug

Sun, 15 Mar 2026 20:03:35 GMT

There’s a growing threat to California’s avocado industry, and while it measures just 2 millimeters in size, its impact is potentially far-reaching. This latest menace is the avocado lace bug, a sucking insect that feeds on the underside of avocado leaves, causing yellow spots that turn brown and necrotic.

To spotlight the threat and the importance of early detection, the California Avocado Commission has debuted a new informational video for avocado growers. The video — featuring industry experts Tom Roberts, pest control adviser for California’s Ventura, Santa Barbara and San Luis Obispo counties, and Mark Hoddle, extension specialist with the Department of Entomology at the University of California, Riverside — takes viewers inside a Santa Barbara County orchard heavily infested with avocado lace bug.

From the orchard, the pair of experts explain that while avocado lace bug was first detected in Southern California in 2004, it was primarily restricted to backyard avocado plants and didn’t cause economic problems for commercial growers in California.

That changed in 2017 when reports emerged of lace bug damage in commercial orchards and groves in northern San Diego County and Riverside, Calif. By 2019, the pest began popping up in backyards in Los Angeles, and by 2023 it was present in Orange and Santa Barbara counties.

An Evil Twin?

Intrigued by the invasive pest’s more aggressive and damaging behavior, researchers examined the DNA of two different populations and discovered that the original infestation in San Diego County had come from Mexico, but the latest infestations causing problems in commercial groves appeared to come from Florida.

“There were two different genetic variants of this avocado lace bug. The Mexican variety remained well behaved in San Diego County, while the Florida variety was causing us pretty big problems,” Hoddle says in the video.

The big problems arise when the lace bug starts feeding on the underside of the leaves, the first sign of which is a little yellow spot and minor yellowing. But the damage progresses into larger necrotic patches, eventually resulting in leaf drop that exposes fruit to sunburn, which is where the financial stakes get high, Hoddle says.

To learn more about the threat of this new, “more intense” avocado lace bug and what California growers can do to get ahead of it, The Packer spoke with Hoddle in mid-March.

Economic Impact Unknown

The full economic impact of the avocado lace bug on California’s avocado industry is unknown.

“Unfortunately, those numbers are nebulous, and we have no hard data on that,” Hoddle says. “And that’s a major problem we often face when we deal with these invasive pests. We know they’re sort of broadly distributed now. The avocado lace bug is well established through parts of San Diego and Riverside counties. We know it’s in Orange and L.A. counties and in the Ventura and Carpinteria areas as well.”

As to the total number of acres infested with the pest, Hoddle says it’s unlikely anybody knows.

“But it’s probably fair to say we’re looking at many, many hundreds — if not low thousands — of acres now that have been infested to varying degrees,” he says.

The avocado lace bug is a sucking insect that feeds on the underside of avocado leaves, causing yellow spots that turn brown and necrotic.

(Photo courtesy of Mark Hoddle/University of California, Riverside)

What we can conclude is that avocado lace bug is going to cost growers more, Hoddle says. This is especially true when heavily infested trees defoliate, exposing fruit to the sun and causing sunburn, which results in downgrading in the packinghouse.

Another potential factor, says Hoddle, is that when an insect like the avocado lace bug is causing damage to the leaf, “it is almost certainly reducing the photosynthetic capacity of those leaves,” and as a result, there may be fewer nutrients available for fruit development.

Early Detection

In the CAC video, Roberts and Hoddle urge growers to check their leaves regularly.

“Early detection is very important, because that’s going to allow you two advantages: One, you will hit the population while it’s low, which is a good thing,” says Hoddle. “And during that low period of activity, you’ll get a sense of populations building. Then you have a window to schedule your applications.”

Hoddle says identifying avocado lace bug early allows growers to get a feel for the problem, see if it’s escalating and work with their pest control adviser to understand how much time they have before a real crisis hits.

“Contrast that to not doing anything and waiting to the last minute. The population is going to be too high. Damage will be excessive,” he says. “Defoliation will occur, and you’ll be calling around in a mad panic trying to find somebody to come and treat your orchards the next day. And that’s just not going to be possible in many instances.

“Getting your scouting and population monitoring done early allows you to tackle the populations when they’re low density,” Hoddle continues. “Damage levels to the leaves are low, and if there are scheduling issues, you’ve still got a buffer to get material or labor into your orchards to do those treatments.”

Big problems arise when the avocado lace bug starts by feeding on the underside of the leaves, eventually resulting in leaf drop that exposes fruit to sunburn, which is where the financial stakes get high.

(Photo courtesy of Mark Hoddle/University of California, Riverside)

Heading into late spring and early summer, growers can expect avocado lace bug populations to increase, as phenology data shows the pest thrives in temperatures that are not too hot or too cold; mid-80s are ideal conditions for the lace bug to develop fast and lay a lot of eggs that hatch quickly.

Another reason for growers to be on high alert this spring is that once the spring defoliation is done, the leaves now sitting on the trees are going to be there long enough for lace bugs to infest, Hoddle says.

“As you move into that defoliation window, the percentage of leaves that are infested tends to be quite low because the new leaves that are coming out haven’t had time enough to acquire lace bugs,” he says. “The older infested leaves are now dropping to the ground, and that can sometimes give you a false sense of security that, oh, everything’s fine, but it’s just a matter of catch-up time. And this is probably the period when you need to be most diligent, because that’s when the lace bug could potentially sneak up on you.”

The Undeniable Threat

The California Avocado Society, in collaboration with CAC and UC Cooperative Extension, is set to hold an “Avocado Lace Bug” seminar March 24 in Oxnard, Calif., during which Hoddle is scheduled to speak. The hope, he says, is the event is well attended by growers who can provide feedback from the frontlines.

“The Carpinteria area is the emerging new hot spot, and we’re hoping growers from San Diego County and parts of Riverside will also attend that meeting so we can get input from all the affected areas,” he says. “I think there also has to be a realization that there’s going to be some customization of these emerging management plans based on the different geographic localities the avocados are growing in.”

Given Southern California’s microclimates, there probably won’t be a one-size-fits-all avocado lace bug management plan.

“Once we get that feedback, I think we’ll be in a position to start chasing down grant money from the state,” says Hoddle, who adds the ultimate goal will be to use science-backed data to help growers make well-informed decisions on monitoring and control programs for avocado lace bug.

“This isn’t a pest we can ignore anymore,” Roberts says in the video. “It’s here. It’s aggressive. But if we stay on it and stay proactive and use the tools we have, we can protect our trees, our yields and our long-term viability. Work with your PCAs [pest control advisers], know what’s going on in your orchard and take action early.”

California Avocado Commission Celebrates Female Growers’ Impact on Industry

Thu, 12 Mar 2026 17:32:01 GMT

Within the California avocado industry, women are playing an increasingly influential role across production, handling, sales, marketing and strategic leadership. Their expanded presence reflects a broader shift toward diversified leadership and forward-looking business practices that support reliable supply, sustainability and continued category growth for retail and foodservice partners alike.

Recognizing the growing impact of women in agriculture worldwide, the United Nations has designated 2026 as the International Year of the Woman Farmer. The U.S.-led resolution supported by 123 countries is also backed by the California Avocado Commission as part of its ongoing commitment to leadership and sustainability in the produce industry.

Further support of women’s advancement across all fields was highlighted through International Women’s Day (March 8), which celebrated the social, economic, cultural and political achievements of women.

In recognition of both the International Year of the Woman Farmer and International Women’s Day, CAC is highlighting a few of California’s female avocado growers to showcase the role of women in the industry.

“Women are a driving force in California agriculture, serving as growers, business owners and stewards of multigenerational farms,” says CAC President Ken Melban. “In the California avocado industry, female farmers play a vital role in advancing sustainable growing practices, driving operational excellence and preserving family farming legacies. Their contributions are essential to the continued growth and prosperity of our industry.”

In recognition of International Year of the Woman Farmer, the California Avocado Commission is spotlighting Rachael Kimball Laenen.

(Photo courtesy of the California Avocado Commission)

Rachael Kimball Laenen

Rachael Kimball Laenen is the commission’s current board of directors chair and the first woman to hold this position within the organization. She is the sixth generation of her family to farm in Ventura County and the fourth to nurture locally grown California avocados.

Before her farming career, Kimball Laenen worked in international motorsport, managing global sponsorships for some of the world’s most valuable brands as well as delivering high-level events and hospitality. She then returned to California to work alongside her father, growing avocados on 150 acres between Santa Paula and Fillmore. Their grove was devastated by the Thomas Fire in 2017, and she shepherded ranch recovery and manages ongoing operations.

Active in the avocado industry, Kimball Laenen previously held other positions on CAC board and its marketing committee, sustainability task force and succession task force, as well as served as a member of the Hass Avocado Committee. She is also a graduate of the Hass Avocado Board BOLD leadership program and the California Agricultural Leadership Program.

In recognition of International Year of the Woman Farmer, the California Avocado Commission is highlighting the work of Maureen Lamb Cottingham.

(Photo courtesy of the California Avocado Commission)

Maureen Lamb Cottingham

Maureen Lamb Cottingham brings executive leadership experience and deep agricultural roots to her role as an avocado grower and industry advocate. A graduate of California Polytechnic State University, San Luis Obispo, with a degree in agricultural business, she previously served as executive director of the Sonoma Valley Vintners & Growers Alliance.

Today, Lamb Cottingham manages her family’s avocado and lemon groves, first planted 50 years ago. She is deeply invested in steering every aspect of the business, from operations to financial management, ensuring the farm thrives for generations to come. She is proud that their avocados are ethically sourced and that their farm is committed to sustainable practices. Her family’s legacy in Ventura County runs deep. Her great-great-grandfather is credited with establishing and naming the city of Camarillo in the early 1900s.

An engaged industry leader, Lamb Cottingham serves as treasurer of CAC’s board and has also contributed to its marketing committee and succession task force. She is a graduate of the Hass Avocado Board BOLD leadership program and serves as a grower member of the ACP-HLB Task Force.

In recognition of International Year of the Woman Farmer, the California Avocado Commission is spotlighting Catherine Pinkerton Keeling.

(Photo courtesy of the California Avocado Commission)

Catherine Pinkerton Keeling

Catherine Pinkerton Keeling grew up on her family’s farm in Santa Paula, where they have been growing California avocados for more than half a century, but that didn’t make her a farmer. After college, Pinkerton Keeling volunteered for the Peace Corps in Costa Rica, helping women become economically independent as part of a rural development program. She later became a licensed clinical social worker in the Midwest.

In late 2017, when the devastating Thomas Fire destroyed her parents’ home and about 70% of their avocado ranch, Pinkerton Keeling felt a calling to help her family rebuild their farm. A passionate advocate for California avocados and sustainable agriculture, Pinkerton Keeling has served as an alternate on the CAC board and serves on the board of the United Water Conservation District.

2026 Outlook

As the commission celebrates the women helping shape the future of California avocados, the industry is also entering the heart of the 2026 harvest season with optimism.

With improving market conditions, California avocado harvesting is now ramping up, according to the CAC. While some growers began bringing fruit to market in January and February, the majority of this year’s locally grown and sustainably farmed crop is expected to ship from April through August.

The commission currently estimates the 2026 California avocado crop at approximately 330 million pounds. At peak harvest, the commission anticipates promotable volumes ranging from 10 million to 15 million pounds per week, providing retail and foodservice partners with a steady supply of premium California avocados during key spring and summer demand periods.

Hass Avocado Board Opens 2026 Board Nominations

Tue, 03 Mar 2026 20:30:10 GMT

The Hass Avocado Board has opened its 2026 board nomination period, inviting eligible hass avocado producers and importers to help guide the future of the U.S. avocado industry. Now through March 27, qualified individuals may nominate themselves or others for 10 open board seats, each for three years, at hassavocadoboard.com/nominations .

Serving on the HAB provides producers and importers with the opportunity to support the organization’s mission to strengthen the global avocado industry and its stakeholders in their collective efforts toward market expansion in the U.S. through key strategic priorities: nutrition research and marketing, sustainability, industry engagement, and business support tools and information, according to a news release.

“Board members play an essential role in helping equip the entire avocado industry for long-term success,” says Gwen Jackimek, chairperson of the Hass Avocado Board. “We encourage hass avocado producers and importers who are interested in contributing to positive progress across the supply chain to consider serving.”

Following the nomination period, voting among producers and importers will take place. Eligible producers and importers must register online by April 17 to receive a ballot by email by April 27. Deadline to submit votes is May 26.

Nominees receiving the highest number of votes will be submitted to the U.S. secretary of agriculture, who appoints members and alternates to the Hass Avocado Board. Appointed members will begin their terms on Nov. 1, 2026, serving through Oct. 31, 2029, and will be formally seated, along with the alternates, during the December 2026 board meeting.

As board members, individuals will have the opportunity to contribute to shaping HAB’s focus and collaborate with stakeholders across the supply chain to address industry challenges.

For the full nomination schedule and additional details, visit HAB’s nomination site .

4 Powerhouse Plants to Supercharge Your Weekly Variety

Mon, 02 Mar 2026 21:34:58 GMT

Editor’s note: This column is part of an ongoing series , “The 30 Different Plants Per Week Challenge, Retail Edition.”

For anyone taking on the 30 Different Plants Per Week Challenge, the retail aisles are currently bursting with some serious nutritional heavy hitters.

While the challenge is often about quantity, recent research highlighted by several major growers reminds us that quality and variety are just as vital for our long-term resilience. From protecting your heart to boosting your mood, here are four powerhouse plants to add to your rotation this week, followed by actionable ways retailers can promote these habits.

The Fiber Foundation: Apples

We often hear that an apple a day keeps the doctor away, but the current push from Honeybear Brands is specifically focused on the “why.” With March being National Colorectal Cancer Awareness Month, it is a perfect time to remember that apples are a premier source of fiber.

This is critical, because roughly 97% of men and 90% of women in the U.S. do not meet their daily fiber needs. By keeping the peel on your apples, you consume phytochemicals like flavonoids and polyphenols that help fight certain cancers. Beyond digestive health and cancer protection, emerging research shows fiber can even protect our brains by slowing down symptoms of cognitive decline.

Whether you slice them into a salad or pair them with peanut butter, they are a simple, affordable way to sneak more preventive nutrition into your day.

“We know shoppers are looking to make informed choices. They are aware of fiber’s contribution to good gut health, which supports overall health,” says Kristi Harris, marketing director for Honeybear Brands. “And with apples, it’s easy to sneak more fiber into our diets. Whether you take an apple with you as an on-the-go snack, slice it up instead of chips for lunch or add to a dish for dinner, apples deliver on taste and health in spades. Plus, they are very affordable.”

The Mood Booster: Blueberries

If you find yourself feeling a bit more optimistic after your morning smoothie, it might not just be the caffeine. According to the U.S. Highbush Blueberry Council, a new study published in the journal Clinical Nutrition suggests that women who consumed a diet containing flavonoid-rich foods scored higher in feelings of happiness and optimism over time.

Flavonoids are naturally occurring compounds present in a variety of plant foods. However, the researchers found that women who consumed approximately three servings per day of flavonoid-rich foods such as blueberries, strawberries, apples and citrus fruits demonstrated a 3% to 16% greater likelihood of sustained happiness and optimism.

The results suggest a bidirectional relationship, where women who maintained higher levels of happiness and optimism were more likely to sustain a healthier, flavonoid-rich diet over time.

“What we found most compelling is the potential for a ‘virtuous cycle’ between diet and mental outlook,” says lead researcher Aedin Cassidy. “Not only do flavonoid-rich foods like berries and apples appear to bolster long-term happiness and optimism, but women who feel better are also more likely to maintain those healthy habits. It suggests that simple, everyday dietary choices can be a powerful tool for supporting psychological resilience as we age.”

The Heart-Healthy Power Couple: Mango and Avocado

Perhaps the most exciting news for your weekly menu is the discovery of a superfruit pairing that targets heart health. Research from the Illinois Institute of Technology recently found that combining an avocado and 1 cup of mango daily can support key markers of cardiovascular wellness. In a study of adults with prediabetes, this specific combination led to improved blood vessel function and a reduction in diastolic blood pressure.

Individually, these two fruits are already nutritional heavyweights. Mangoes provide over 20 different vitamins and minerals, while avocados offer heart-healthy monounsaturated fats and zero sugar. To make these a staple, you might try Mango Avocado Spring Rolls or Easy Mango Chicken Stir Fry .

For those looking for culturally relevant ways to manage health, chef Pati Jinich and Avocados From Mexico are currently promoting diabetes-friendly recipes like Lime Rubbed Chicken Tacos that use the healthy fats of avocado to create meals that are both nutritious and traditional.

By integrating these four plants, you aren’t just checking off a list; you are actively fueling your body’s defense systems.

Retail Insights

For retail grocers, these research findings offer a goldmine for seasonal merchandising and community engagement. Since March is National Colorectal Cancer Awareness Month, Honeybear Brands is already encouraging retailers to use point-of-sale materials featuring the recognized blue ribbon to remind shoppers of the vital link between apple consumption and cancer prevention.

Because most Americans currently fall short of their daily fiber requirements, high-visibility signage near apple displays can serve as a helpful nudge for customers looking to improve their gut health and reduce disease risk.

Beyond apples, there is a significant opportunity to cross-promote mangoes and avocados together. Given the new research suggesting that eating these two fruits daily can improve blood vessel function and blood pressure, grocers might consider “Heart-Health Bundle” displays, placing fresh mangoes and avocados in the same refrigerated or ambient endcap — perhaps alongside recipe cards.

Finally, retailers can tap into the virtuous cycle of mental well-being by highlighting flavonoid-rich fruits like blueberries and strawberries near the checkout or in the front of the produce department. By framing these fruits as tools for psychological resilience and optimism, you move the conversation beyond simple dieting and into the realm of total holistic wellness.

Your Next Read:

California Avocado Commission’s Terry Splane to Retire

Wed, 04 Feb 2026 05:41:28 GMT

The California Avocado Commission announced Feb. 2 that Vice President of Marketing Terry Splane plans to retire at the end of February.

“Leading the commission’s award-winning marketing program for the past several years has been one of the highlights of my 40-year career,” Splane says. “I’m especially grateful to the dedicated CAC marketing staff, agency partners and inspirational group of avocado growers and industry leaders who made the work so impactful. My wife retired last year, and now it is time for us to pursue our postcareer journey together.”

In addition to the retirement announcement, Splane and CAC shared the commission’s annual early-season forecast of 330 million pounds of California avocados. This projection includes 310 million pounds of hass and 20 million pounds of other avocado varieties.

“Recent rain in California generally was welcomed by growers due to its help with soil and tree health,” Splane says. “Now there is hope for these sunny days to continue into spring to ensure fruit sizing.”

With nearly 51,000 acres now producing California avocados, 2026 is expected to be the third consecutive year with volume in excess of 300 million pounds, according to the commission. While some harvesting already has occurred, the peak of promotable volume is expected from April into August.

The commission says the consumer marketing program, including its advertising and social media campaign, already has been developed and is ready to launch when the harvest reaches promotable volume levels. It says this year’s campaign evolution incorporates actual California avocado growers who share what makes their fruit so special.

Customized retail and foodservice support programs are being built out for the upcoming season. These programs can include traditional trade marketing activities such as retail displays, demos, signage and foodservice limited-time offers, as well as media support targeted to specific customers’ patrons.

“Terry’s leadership and vision played a critical role in strengthening the California avocados brand and advancing the commission’s goals,” says Ken Melban, CAC president. “We are deeply grateful for his many contributions and wish Terry a well-earned and rewarding retirement.”

How The Avocado Conference 2026 Will Align Industry, Accelerate Sustainable Growth

Thu, 29 Jan 2026 13:56:02 GMT

The avocado industry achieved a major milestone in 2025, surpassing 3 billion pounds in the U.S. for the first time. And with more fruit coming, it’s a critical time for the industry to align its strategic vision to ensure continued growth, says Emiliano Escobedo, executive director of the Hass Avocado Board.

At this pivotal moment for avocados, the Hass Avocado Board and Farm Journal, The Packer’s parent company, are launching The Avocado Conference , a first-of-its-kind international event that seeks to gather every segment of the U.S. avocado supply chain. The inaugural event is set for Nov.18-20, 2026, at the Hilton San Diego Bayfront.

“We just had our biggest year in terms of volume coming here to the United States and being produced here. And as avocados continue to grow and continue to be an incredible category for our industry — driving tremendous value for the produce department — it’s so important to have alignment among producers, handlers, exporters, importers, retailers and the entire industry,” Escobedo says. “That’s where we see The Avocado Conference playing a critical role in ensuring that our industry is going to continue to grow and that it is going to continue to add value to the entire sector.”

The Avocado Conference aims to deliver a forward-looking agenda examining global avocado production and trade, retail and foodservice market insights from Circana and Dataessential, consumer and shopper trends, evolving avocado marketing programs and broader economic and investment dynamics impacting the marketplace.

“The U.S. market is the No. 1 market in the world for avocados. More avocados are sold and consumed here in the United States than any other market in the world. And it’s the market that every country that produces avocados wants to be in,” Escobedo says. “The purpose of The Avocado Conference is to help build our industry, to collaborate, share insights and accelerate sustainable growth here in the United States, and build that demand with all of the countries that supply avocados to the U.S.”

The international conference is poised to gather avocado industry professionals from around the world and across the supply chain.

“The reason this conference is so important is because it’s a first-of-its-kind international gathering for the entire U.S. avocado value chain,” he says. “Whether they’re coming from established areas like Mexico and Peru or new entrants like Colombia and other new countries as they are allowed in the United States, we want everyone to be part of it.”

The conference will also provide a collective of the latest consumer research from the Hass Avocado Board and other industry organizations with the goal of driving demand and identifying new opportunities for growth.

“When you attend the conference, you’re going to be able to understand not just what is happening on the market side with consumers, with new consumers and new demographics, but also how the industry is planning to support the whole value chain to meet those consumers’ needs,” Escobedo says.

The Avocado Conference will also offer important insights for retail and foodservice professionals, he says.

“As a retailer attending this conference, you’re going to learn from the Hass Avocado Board, Circana and Dataessential how consumers are shopping, what’s driving consumer purchase, what the impact of consumers buying an avocado has on the overall basket, but we also want to create an opportunity for retailers to talk to our industry and to our growers and exporters, so that there’s alignment.

“One of the challenges we have faced as an industry is the lack of alignment between the production that’s available to support large-scale promotions across the United States and the retailers’ understanding of that,” he continues. “Retailers attending the conference will get to hear firsthand from the producers themselves on what is happening on the ground and what they can expect in terms of volume for the season to come. That’s going to help retailers plan.”

The program will be equally relevant to grower-packer-shippers and exporters, he says.

“The overall goal of The Avocado Conference is to align on demand signals and operational practices to support profitable and sustainable growth,” Escobedo says. “And we want everybody to come, not just California producers; we want producers from Mexico, from Peru, from Chile, from Colombia, from Dominican Republic as well as packers and exporters for foodservice and retail leaders — everyone is welcome.”

Naturipe Farms Earns Pro-Forest Certification for Deforestation-Free Avocados

Wed, 28 Jan 2026 16:44:47 GMT

Retailers and consumers can look forward to avocados that deliver quality and confidence in how they are grown. Naturipe Farms has earned Pro-Forest certification for its avocados, meeting a voluntary, third-party standard that verifies deforestation-free production practices in Mexico.

The Pro-Forest program was developed in response to growing retailer and consumer expectations around responsible sourcing and forest protection, according to a news release. Today, it is increasingly requested by major U.S. retailers, like Costco, as part of broader sustainability commitments, Naturipe says.

Through its Baika Mexico operations, Naturipe Farms was an early adopter of the Pro-Forest program, becoming one of the first avocado packing houses in Mexico to earn the certification. Naturipe says the achievement reinforces its ability to provide full traceability and transparency across its avocado supply chain while supporting responsible land management.

The program’s rollout coincided with a record year for avocados in the U.S., with more than 3 billion pounds sold.

(Photo courtesy of Naturipe)

“Pro-Forest certification reflects our long-standing commitment to sustainable avocado production,” says Andy Bruno, president of Naturipe Avocado Farms. “Being one of the first packing houses in Mexico to earn this certification allows us to give our retailers confidence in where their avocados come from and how they are produced.”

The Pro-Forest system uses satellite mapping to monitor land and fire activity dating back to 2018, helping ensure avocados are sourced from land free of deforestation. The program’s rollout coincided with a record year for avocados in the U.S., with more than 3 billion pounds sold. According to Bruno, the milestone underscores the industry’s ability to meet strong demand while complying with rigorous sustainability standards.

The certification complements Naturipe’s broader sustainability efforts, including the introduction of compostable Price Look-Up stickers. With U.S. avocado volumes expected to remain strong through 2026, Naturipe says it continues to invest in practices that support both environmental responsibility and a reliable, high-quality supply for retailers.

Mission Produce to Acquire Calavo in $430M Deal, Creating Global Avocado Powerhouse

Thu, 15 Jan 2026 11:24:14 GMT

Global producer and distributor of fresh avocados Mission Produce says it has entered into an agreement to acquire Calvo Growers, a provider of fresh avocados, tomatoes, papayas and value-added prepared foods.

Founded more than 100 years ago as the original avocado company in North America, Calavo Growers’ offerings now include fresh avocados sourced from California, Mexico, Peru and Colombia; tomatoes; Hawaiian papayas; and a variety of ready-to-eat products such as guacamole and salsas. Its products are sold under the Calavo brand name, proprietary sub-brands, as well as private labels and store brands.

Mission Produce says the transaction values Calavo at a total enterprise value of approximately $430 million and the deal is expected to close by the end of August 2026.

“Calavo is one of the most established names in the avocado industry, with a long history in North America and a diversified portfolio of fresh and value-added produce,” John Pawlowski, president and chief operating officer and CEO-designate of Mission Produce, tells The Packer. “By bringing Calavo into the Mission family, we expect to create tremendous opportunities to build on our leadership in the North American avocado business and enhance our customer service worldwide.”

Mission Produce says the acquisition is an important milestone for it and for the fresh produce industry. The company says this move will bolster its avocado and fresh produce platform in North America and accelerate global expansion. Mission Produce says it will also build on its position across the value chain and expand its foothold in Mexico and California.

“The two businesses are highly complementary,” Pawlowski says. “Mission brings scale, infrastructure and global distribution, while Calavo brings strong customer relationships, brand equity and prepared foods capabilities. The addition of Calavo will create a fully integrated model that improves reliability, strengthens sourcing security and allows us to operate more efficiently across seasons.”

Mission Produce says this deal will help the company expand internationally and will also help enhance its supply reliability and sourcing security with the combination of both companies’ grower networks.

Following the closing of the deal, Mission Produce says Calavo’s packinghouses in the Mexican states of Michoacán and Jalisco will expand the company’s network to four packinghouses in Mexico. The company says this expanded footprint and global distribution network will position it to provide a more consistent year-round supply while supporting continued growth across its global customer base.

The company says this deal will also broaden its existing avocado, mango and blueberry portfolio into additional fresh produce categories offered by Calavo, including tomatoes and papayas. Mission Produce says the produce diversification will enable a more efficient utilization of the combined distribution network, improve year-round productivity and help mitigate seasonal troughs in avocado supply.

Mission Produce says the acquisition of Calavo will also expand the company’s reach into the high-growth and attractive prepared food segment, which will complement its existing avocado business with Calavo’s avocado-based prepared foods, such as guacamole.

“Strategically, this acquisition will strengthen Mission’s position in the North American avocado and fresh produce market while accelerating international expansion through scale and sourcing optionality,” Pawlowski tells The Packer. “It also meaningfully diversifies the business, expanding Mission’s product portfolio into prepared foods, tomatoes and papayas.”

Mission Produce also says the deal will create value for its shareholders and drive significant EBITDA growth and cash flow generation. Upon close, based on the shares currently outstanding, Mission Produce says its shareholders are expected to own approximately 80.3% of the combined company and Calavo shareholders are expected to own about 19.7%.

“We believe combining with Mission represents a compelling next chapter that will enable our combined business to unlock new growth and expand the impact of our trusted Calavo brand, while also providing our shareholders with compelling value and the opportunity to participate as a shareholder of a global leader in a growing sector,” says B. John Lindeman, president and CEO of Calavo. “Mission shares our values and our commitment to quality and consistency for customers and growers alike. By joining a larger global platform, we will be better positioned to invest, innovate and serve the market at scale.”

Avocados From Mexico Expects a 'Monster Crop'

Tue, 13 Jan 2026 21:10:48 GMT

It will be a good year for guac, according to Avocados From Mexico.

On Jan. 8, the group announced it expects a record-breaking 2.5 billion pounds of Mexican avocados will be delivered to the U.S. in the 2025-26 season. Of that, it expects 280 million pounds will be available for the Super Bowl. The group is also eyeing the upcoming World Cup for aggressive avocado promotion, according to Alvaro Luque, president and CEO of AFM.

“We have a monster crop in Mexico with amazing sizing, and that gave us wings to have a very strong promotional program,” Luque tells The Packer. “This is a very important year for the U.S. because you’re going to have a lot of momentum, a lot of people gathering for sports events. And every time that they gather in front of a TV, it’s prime time for guacamole.”

Rain Makes a Monster Crop With Sizing Options

Luque explains the good rains that have hit Mexico, just like they’ve hit the Pacific Northwest and California here in the U.S. Unlike in parts of the Pacific U.S., however, the rains in Mexico have not been damaging to the crops, but just good, solid water, he says. And that has been beneficial to the avocado crops for export, which are largely rain-irrigated .

The rains are behind the forecasts for record export volumes, Luque continues.

“In the past two years, we’ve had a little less rain than what we were expecting, and when that happens, the size of the fruit is not as large as we expect,” he says. “So even though we’ve been sending to the U.S. a lot of units in the past two years, the volume has been a little bit down. This year was completely the opposite.”

According to the Hass Avocado Board’s 2024 Year in Review report, released in the summer of 2025, Mexico sent 2.31 billion pounds of avocados to the U.S. The report also noted avocado sizes were trending down, especially in Mexico and California, due in large part to older trees. Luque says the sizing in this year’s crop is turning that around.

“The past two years, especially last year, we had a lot of issues getting 48s into the market,” he says. “We thought at some point that 60s were going to become the next 48s because we were getting so many 60s. But this year we have plenty, plenty of 48s, and we know that is the industry favorite for promotion.”

He acknowledges some retailers have embraced the smaller avocados, especially in the bagged market, but says AFM projects plenty of sizes will be available for retailers’ needs.

“We’re going to be able, with this type of crop, to support the growth of the bag business,” he says. “But at the same time, we’re going to be able to promote the 48s that a lot of big retailers like the Whole Foods, the H-E-Bs, that love the larger fruit. So we have that perfect combination to support bulk and bag into one single crop.”

Promotional Plans Surrounding Sports

AFM also projects there will be record-breaking volumes of avocados available for the Super Bowl at 280 million pounds imported in the four weeks leading up to the Feb. 8 event. The “big game” is one of AFM’s “tent pole” promotional events around which it historically has launched many targeted campaigns .

“As avocado consumption in the U.S. has more than doubled over the past decade, our role has evolved beyond simply supplying fruit,” says Stephanie Bazan, senior vice president of commercial strategy and execution, in the group’s announcement. “We are a strategic partner to retailers, combining dependable volume with programs that help turn demand into results at shelf.”

Luque echoed this in talking with The Packer.

“We want to be sure that our clients have the confidence that we’re going to supply them with the fruit consistently throughout the year,” adding that retailers can depend on the promotional programs AFM has planned. He notes that, while historically AFM’s promotional efforts usually taper off after Cinco de Mayo, this year “it’s going to be back-to-back promotional activity from here to July.”

“This is a special year where we have a lot of fruit, and we have a World Cup,” he says, referencing the FIFA World Cup 2026, which will see soccer games held across the U.S., Canada and Mexico from June 11 to July 19.

“That’s an amazing combination to have in a record-breaking year because we’re going to be able to have a lot of fruit to support the World Cup event,” Luque says. “We envision a lot of good momentum for the category after Cinco de Mayo with this type of event.”

Rachael Laenen Elected Chair of the California Avocado Commission

Mon, 12 Jan 2026 21:51:50 GMT

The California Avocado Commission recently conducted board of directors elections, which were confirmed by the California Department of Food and Agriculture. On Jan 12. the board announced the results of the election, including board chair Rachael Laenen, making her the first woman to chair the California Avocado Commission board of directors.

Laenen has served on the CAC board since November 2020, with three of those years as an executive officer. She is the sixth generation of her family to farm in Ventura County and the fourth generation to grow avocados. She now manages the family’s avocado enterprise.

Before her farming career, Laenen worked in international motorsports, managing global sponsorships for some of the world’s most valuable brands as well as delivering high-level events and hospitality.

“Being the first female chair of the CAC board of directors is not what matters to me,” Laenen says. “Doing an excellent job representing California avocado growers and the premium avocados we produce is paramount. With that said, I’m proud of the contributions California’s female growers have made and continue to make in our industry.”

Also elected to the commission board executive committee were Ohannes Karaoghlanian, vice chair; John Berns, secretary; and Maureen Cottingham, treasurer. Board members serve two-year terms, and the executive officers are elected annually.

Recognizing women who farm

The United Nations declared 2026 the International Year of the Woman Farmer, a historic milestone recognizing women’s vital role in agriculture worldwide. Supported by 123 countries and led by the U.S., the resolution represents a global pledge to promote equity, visibility and opportunity.

This California avocado season, the California Avocado Commission will support the CA Grown program and its initiative promoting the role of women in agriculture. The group notes that California is home to one of the most diverse and productive agricultural economies in the world and has experienced steady growth in the number of female farmers, up 13% in the past decade, a sign that more women are stepping into roles of ownership and influence.

With 63% of California farms being female-operated, women are often leading in soil health, water conservation and long-term orchard management.

“The commission has supported the CA Grown program for many years because being locally grown and grown in California is a strong purchase driver for California avocado customers and consumers,” says Terry Splane, CAC vice president of marketing.

The International Year of the Woman Farmer highlights that agriculture encompasses more than mere production; it centers on individuals who nourish and support their communities. CAC’s support of this CA Grown initiative will include PR and social media content promoting the impact of California’s female avocado farmers, the commission reports.

Younger Shoppers Drive Innovation in Hispanic Foods

Thu, 08 Jan 2026 23:01:46 GMT

For the first time, Hispanic flavors are outpacing Italian in the U.S., a trend driven by Gen Z and millennials, says Jason Parasco, CEO of Denver-based Insignia International, supplier of Yucatan Guacamole and other Hispanic and Southwestern food brands.

Insignia acquired the Yucatan brand in early 2023, and Parasco joined the company as chief sales officer in 2024, transforming its commercial operations and securing retail wins including expanding its craft salsa into 1,400 Walmart stores and driving its Yucatan Guacamole to the No. 1 position at the Lakeland, Fla.-based Publix.

The Packer recently sat down with Parasco, who was named CEO in July 2025, to discuss Hispanic flavors, shopper trends and the company’s innovations in fresh, which he says are seeing huge growth.

“Hispanic flavors have overtaken Italian for the first time ever, and it’s a really interesting trend,” says Parasco. “We’re seeing the next generations, the millennials and Gen Z, looking for that authentic flavor and they’re unwilling to compromise on lesser ingredients in their products.”

Parasco says clean ingredients are a source of pride at Insignia, which last year gave its Yucatan guacamole a complete reformulation, including taking out Xanthan gum used for thickening and upgrading its cilantro. The reformulation was driven by consumer feedback on the colors and flavors they most associated with authentic guacamole.

“We fixed it and retailers fell in love with it,” says Parasco of the new Yucatan Guacamole that launched in July.

Innovations in Eating

Insignia seeks to be a one-stop shop for Hispanic flavors, says Parasco, who points to the company’s portfolio of organic frozen burritos, craft salsa, tortillas and more. But it’s the innovation behind its Yucatan Guacamole Squeeze, a portable squeezable pouch of fresh guac, and its Lilly B’s Organic Frozen Burritos that is helping drive nearly triple-digit growth, he says.

“The Squeeze is gaining a lot of traction because consumers have changed their behaviors and purchasing intent, and they’re looking for things on the go,” he says. “That’s one of the reasons why in produce or deli, you’re seeing a lot of trays coming into the market. What we call ‘meal solutions,’ whether it’s a veggie tray or a party tray — that’s what consumers are looking for.”

Parasco says the company is continuing to gain more distribution around those SKUs as well, while also having innovations in the pipeline.

Another trend he sees influencing innovation and soaring demand for protein is the rise of GLP-1 users.

“People are looking for protein and new ways of consuming smaller meals to give their body what it needs as they’re potentially losing weight,” he says. “We’ve gotten a lot of feedback over the last six months on protein. It’s the buzzword now in the industry, and we have some great innovation coming out that involves protein with some of our items.”

Insignia International CEO Jason Parasco aims to make its portfolio of Hispanic foods, including Yucatan Guacamole, a one-stop shop for retailers.

(Photo courtesy of Insignia International)

Growing the Customer Base

But with food affordability top of mind for many, Parasco says Insignia sees a threshold on what consumers are willing to pay.

“One thing that we’re noticing in the produce section, or particularly the guacamole category, is consumers are very price conscious, and they may not have the loyalty we have in other categories, but they are still looking for the best quality and the best deal at the store,” he says. “I think those younger generations are not as brand loyal as the older ones.”

To reach this essential group, Insignia has begun to focus on social media designed to build brand awareness as well as developing flavor profiles geared to younger generations.

“We have made investments in people in the organization, particularly around social media, to continue to grow brand awareness, because we believe once you try that new product, you will be loyal, and you will come back,” he says.

Parasco sees social media playing a key role in attracting new users to the category.

“The days of stealing share, but the category isn’t growing, no longer exist,” he says. “Retailers are unwilling to take a bet on new brands if they could just source it from another brand versus bringing in new users and growing the overall category.”

As part of its social strategy, Insignia plans to dial into key guacamole consumption times of year like January and February football, Cinco de Mayo and Fourth of July, with campaigns that showcase products like Yucatan Squeezable Guacamole on hot dogs or other handheld food popular on game days, gatherings and backyard barbecues.

Promotion is another important tool, he says.

“As we grow, the No. 1 thing is to drive trial when you’re on shelf,” he says. “A new item hitting the shelf can’t just sit there. You’re going to have to double down.

“What we’ve done with a lot of strategic retailers within the produce or deli set is to reinvest in promotion to drive that category awareness and to drive trial for our products,” he continues. “Maybe you give a 20% to a BOGO discount, which is a little bit more significant, but if you get that multiple purchase intent, and they’re buying more than one, that’s when you really start to see the category grow, and that’s been our successful recipe over the last 52 weeks.”

Parasco says guacamole hits a hard barrier when the price point goes over $8 or $9.

“We constantly look at price elasticity — where’s the cliff to where you’re losing shoppers because you’re just far too high? And that’s not just in produce; that’s down every aisle. There are certain price points that tend to scare consumers,” says Parasco, who adds that consumer price sensitivity is even higher when it comes to new products.

The Value Prop

While Parasco sees innovation as critical to success, so too is a compelling value proposition. For Insignia that means offering a full slate of today’s hottest Hispanic flavors and products.

“I want to grow Yucatan bigger than just guacamole,” he says. “All the things that are in our pipeline are very exciting and what we see growing in the marketplace in the next two years. Refrigerated salsas and dips are growing single digits, and so is guacamole. So, how do we use that tailwind behind both those categories but bring in new users, new formats and new flavor profiles that the consumer is looking for?”

Planned Leadership Changes at Mission Produce

Fri, 19 Dec 2025 17:01:50 GMT

On Dec. 18, Mission Produce, Inc. announced a planned leadership transition. Steve Barnard, co-founder and current CEO, will assume the role of executive chairman of the board. At the same time, John Pawlowski, currently president and chief operating officer, will become CEO.

These changes will take effect at the close of the Company’s Annual Meeting of Shareholders in April 2026. The company described the move as reflecting its long-term succession planning related to avocados and mangoes across retail, wholesale and foodservice channels.

“As we plan for Mission’s next chapter, I’m proud of the team that has grown this business from a local operation into a global leader,” says Barnard in the company’s announcement. “This transition is about continuity for our customers and grower partners, sustaining the operational discipline, product quality and service reliability they count on from Mission.”

He continues, complimenting Pawlowski’s leadership and operational expertise.

“I am confident that his strategic vision and decades of experience in the global food industry makes him the ideal leader to guide Mission through its next chapter of growth,” Barnard says. “I am proud of what we have accomplished together, and I look forward to supporting John and the team in my new role as executive chairman of the board.”

As executive chairman, Barnard will chair the board and provide strategic oversight, working closely with Pawlowski and Mission’s leadership team to advance the company’s long-term vision for responsible growth and category stewardship.

John Pawlowski, upcoming CEO

Pawlowski joined Mission Produce in April 2024 as president and chief operating officer, where he has focused on process improvement, logistics optimization and productivity. He is a highly accomplished executive with more than 25 years in the global food and foodservice industry, specializing in business development, system optimization and executive team management, according to the company.

Prior to Mission, Pawlowski served as president and COO of independent distributor Lipari Foods and served for more than 16 years at J.M. Smucker in a variety of leadership positions, culminating with a role as vice president of international. Pawlowski holds a Master of Business Administration from Kent State University and a Bachelor of Science in marketing from Miami University.

Pawlowski says he is honored to take up the role of CEO and expresses gratitude to Barnard and the board for their confidence.

“Mission is positioned to keep elevating the avocado and mango experience, partnering with retailers and foodservice operators to grow consumption, improve consistency and accelerate growth,” Pawlowski says. “I am excited to lead our talented team as we continue to focus on operational excellence, strong grower relationships and category-building programs that create value across the supply chain. The future is bright for Mission Produce, and I look forward to building on the incredible foundation Steve and the team have created.

GLC Cerritos Highlights Productivity and Sustainability Success

Tue, 16 Dec 2025 14:22:36 GMT

Vertically integrated Mexican avocado importer GLC Cerritos has published its first sustainability report, which highlights the company’s efforts as well as establishes a standard for the future.

“We’re using this 2024 report as the benchmark, and then with our culture of continuous improvement is going to we want to improve on that each year,” says Giovanni Cavaletto, president of GLC Cerritos.

Cavaletto says many Mexican avocado growers push back on extra certifications such as Rainforest Alliance, GlobalG.A.P., etc., because of the added cost, but this sustainability report is proof that not only is being a sustainable grower achievable, it’s also something growers can be profitable with.

“We’re getting three times the national average on productivity. Mexico has been relatively static on the volume they ship into the states,” he says. “We can find ways to get 10%, 15%, 20% more avocados per acre. If we could get 20% more avocados per acre out of the existing acres, that’s then you get your increased supply without having to go out and develop additional properties. … We’re trying to show our neighbors that it can be done.”

And Cavaletto says that productivity is a highlight of the report, which the company’s director of sustainability, Armando Garcia, pulled together.

“Part of sustainability is to get more to get more avocados per unit of input, whether that unit of input is ground or water, fertilizer or labor,” he says. “In order to be successful in the business, one has to be very meticulous.”

Cavaletto says the Medina family, which owns GLC Cerritos, has focused on sustainability for more than 10 years. First, in 2013, when the Mexican government surveyed avocado growers on best practices, then with a GlobalG.A.P. certification in 2014, followed by the Rainforest Alliance certification in 2017 and fair trade certification in 2024, as well as organic certifications.

He says the Medina family is “doing 21st-century avocado farming” with the use of drip irrigation, a network of weather stations to fine-tune irrigation timing and soil-moisture sensors to best deploy water when it’s needed. Cavaletto says the report shows that GLC Cerritos’ efforts help the company use much less than the industry average.

“Not only do we get that greater productivity per acre, but the fruit size is also significantly larger than the industry average,” he says. “If you look at the percentage of 40s and larger, or 10-ounce fruit or larger, in the industry for avocados from Mexico, it’s been getting smaller for the last 10 years as the trees have aged.” One thing that we’re particularly proud of is having a unique presence in that larger fruit market, especially early.”

Another focus of the report is GLC Cerritos’ overall carbon footprint, which Cavaletto says the company will track from farming to packing to transportation to market.

GlobalG.A.P. certification is another way that GLC Cerritos sets itself apart from other Mexican avocado growers, Cavaletto says.

“Less than 2% of Mexican avocado farms are certified with GlobalG.A.P.,” he says, as some Jalisco growers stopped renewing certifications because the growers import into the U.S. where it isn’t required. “That’s one thing that we really think that helps to distinguish us within today’s competitive landscape.”

Cavaletto says another part of sustainability is social responsibility. He points to how GLC Cerritos recently enrolled farms and packing facility with the Ethical Charter Implementation Program. ECIP provides tools for growers to promote transparency, align with ethical standards and track progress without additional audits.

“To my knowledge, we’re the only Mexican avocado company that’s enrolled in that,” he says.

GLC Cerritos recently worked with Guardian Forest, which is a satellite imagery platform, to ensure that the orchards the company sources its avocados from have not been deforested.

“If a farmer wants us to sell his fruit to us, we can plug in their coordinates to the platform and it will tell us whether it’s been deforested in the last so many years,” Cavaletto says. “We’ve chosen not to purchase fruit from orchards this year because they didn’t comply with the norms that we’ve set for ourselves.”

As for the future of sustainability at GLC Cerritos, Cavaletto says the company will continue to track its carbon footprint, productivity per acre and water use.

“On the fair trade, we’ve grown at least 50% this year,” he says. “We’re not done yet is. We did a promotional campaign trying to communicate to the to the buyers that might be hesitant to add a fair-trade premium on top of the cost of the carton of avocados. To say, ‘You’re really only adding about 2 cents or less for the cost of the avocados on your shelf, and that can really give your consumers the confidence that you’re going out and trying to make sure that everybody in the supply chain is taken care of.”

Why Western Mexico Remains Essential for Winter Produce in the U.S.

Thu, 04 Dec 2025 13:30:17 GMT

While the U.S. is a powerhouse of produce production, it still takes the power of imports to keep U.S. consumers supplied with fresh fruit and vegetables year-round.

Mexico is a key player in that supply chain. Much of its production, especially what is needed to supply the U.S. during the winter, comes from the country’s western states. These include everything from border states like Baja California and Sonora down to Jalisco and Michoacán in the southern end of the country.

“Western Mexico benefits from mild, stable winter weather, which allows growers to produce vegetables during the same months when U.S. and Canadian domestic production drops off,” explains Clarisa Batiz, senior vegetable category manager at Divine Flavor.

“That seasonal complement makes the region a critical piece of the year-round supply chain,” she adds. “When northern production slows during the winter, western Mexico steps in to supply peppers, tomatoes, cucumbers, squash, and other key commodities, ensuring U.S. retailers can keep shelves stocked consistently.”

Luis Obregon, president of Nogales, Ariz.-based produce sourcing and distribution company IPR Fresh, adds that the “experienced grower base and strong infrastructure make it one of the most dependable winter vegetable regions in North America.” He calls western Mexico key to his company’s ability to supply a wide variety of vegetables, but especially bell peppers and European cucumbers, to U.S. consumers year-round.

“Its proximity to the U.S. is a major advantage; shorter transit times mean fresher product and more reliable arrivals,” Obregon says.

Challenges and Opportunities: Water, Labor and Climate

Mexico’s proximity to the U.S. also means it has been experiencing some of the same challenges that also trouble U.S. produce growers in western states: water and labor shortages.

“The available labor pool is shrinking each year, and the cost of labor continues to rise sharply. Recruiting and retaining farm labor has become increasingly difficult,” Batiz reports.

The water scarcity in some western Mexican states is also getting extreme, she adds.

“Regions like Sonora and Sinaloa have seen significant water stress,” Batiz says. “Some reservoirs are reportedly operating at only 20% to 30% capacity, forcing growers to reduce planted hectares and rethink irrigation strategies.”

While the more northwestern Mexican states have been having chronic issues with too little water, some of the more southwestern states have had the opposite experience this year. For example, the 2025 Pacific hurricane season was more active than usual, bringing more rain to some parts of western Mexico during summer and fall.

The added rain has benefited Mexico’s key avocados-for-export region, says Stephanie Bazan, senior vice president of commercial strategy and execution at Avocados From Mexico. She reports that the current supply of avocados for export to the U.S. is not only abundant, but trending toward larger sizes. This is in contrast to the generally shrinking avocado sizes seen industrywide .

“When there’s a lot of good water supply, the trees can size up the fruit,” she explains. “This year we’ve had some really good climate that’s enabled the trees to size up on fruit, and it’s nice large sizes; very promotable sizes.”

While the added rain is helping avocado growers this year, Obregon cites ongoing climate variability, along with labor tightness in Mexico and the strong peso, as putting pressure on western Mexico growers and importers of their produce.

“In addition, ongoing efforts by certain U.S. groups to limit imports, along with the uncertainty surrounding potential tariffs, continue to create instability,” he says.

“Production out of Sonora and Sinaloa is coming along well, with healthy plants and good quality across peppers, tomatoes, squash and cucumbers,” says Clarisa Batiz, senior vegetable category manager at Divine Flavor.

(Photo courtesy of Divine Flavor)

Continued Work on Tech, Sustainability and Social Responsibility

Both Obregon and Batiz say the challenges the region faces will continue into the future and will demand growers adapt and make ongoing efficiency improvements. This is something Obregon says is already underway.

“Growers in western Mexico continue to improve through more efficient drip irrigation, expanded protected agriculture and better postharvest cooling practices,” he says. “At IPR Fresh, we’re focused on strengthening cold-chain performance and partnering with growers who invest in technology and sustainability. Looking ahead, we expect continued progress in precision agriculture, resource efficiency and protected growing systems.”

Batiz says that Divine Flavor expects “continued progress in greater energy efficiency, smarter water use and deeper integration of social responsibility throughout our operations.”

She says operating at a large scale, yet keeping consistent sustainability practices across all growers, is one of Divine Flavor’s strengths, with reducing its overall carbon footprint throughout the supply chain being a central focus. Taking care of its people is another.

“We put a lot of effort into responsible recruitment practices, safe working conditions and programs that support workers’ well-being. For us, retaining our workforce and having employees who want to return season after season is one of the most meaningful indicators that we’re on the right path,” she says. “These elements will be essential for building a more resilient and sustainable agricultural future.”

Western Mexico Makes Football Guac Possible

When it comes to essentials, western Mexico — particularly Michoacán, all but makes winter avocados in the U.S. possible.

“Michoacán represents about 90% of the exports that come to the U.S.” Bazan says.

In 2023, almost 92% of the fresh avocados available in the U.S. were imported, according to the USDA Economic Research Service. The majority of those imports come from Mexico to the point that Bazan describes imports from Mexico as dominating the U.S. avocado market. That is especially true during what she calls the fall/winter ramp-up to football season in the U.S., culminating in the Super Bowl.

“When the Super Bowl comes around, we’re looking at a minimum 250-million-pound opportunity,” she explains. “This is pretty much our superstar time period of the year.”

Bazan adds that a typical Super Bowl week will see roughly 32% more avocados delivered than a normal average week. She puts that into perspective as a truck full of avocados leaving Mexico every six minutes in the lead-up to the Super Bowl to keep up with U.S. demand.

“And Michoacán is the only state that can provide the avocados that meet the demand for the fruit here in the United States,” she says.

“Because October, November and December is so critical in the U.S. because of the consumption that happens in this time period, primarily as we get into college football season and the huge association between guacamole and football, it is critical [to have an] abundant supply,” Bazan explains.

Fortunately, it looks like that will happen this year.

“This year is looking like it could be a record year for us,” Bazan says. “We’ve had some strong weeks in terms of harvest and supply, and the market is very promotable right now.”

State of Winter Crops

Bazan isn’t the only one expecting good things out of western Mexico during this winter season. Batiz reports that crop conditions look strong and that Divine Flavor is expecting a solid season for both volume and quality.

“Production out of Sonora and Sinaloa is coming along well, with healthy plants and good quality across peppers, tomatoes, squash and cucumbers,” she says.

While the 2024-2025 period was difficult for many farmers due to extremely low market prices, Divine Flavor is focused on ensuring it covers its program business securely and avoids overproduction, Batiz says. The company is reducing speculative planting and aiming for a more targeted, disciplined approach to match supply more precisely with demand.

Obregon similarly reports a solid start to the season with good quality and yields on IPR Fresh’ bell peppers and European cucumbers.

“With our year-round program firmly in place, we expect steady and dependable volumes for the U.S. market throughout the winter and beyond, assuming weather conditions remain cooperative,” he says.

U.S. Avocado Market Poised to Surpass 3 Billion Pounds for the First Time in History

Mon, 01 Dec 2025 18:17:32 GMT

The Hass Avocado Board shows total avocado volume in the U.S. market is on track to exceed 3 billion pounds in 2025 — a historic milestone that underscores the fruit’s growing popularity and the strength of the avocado industry’s supply chain, according to a news release.

“This is a landmark moment for the avocado industry,” says Emiliano Escobedo, executive director of the Hass Avocado Board. “Surpassing 3 billion pounds is not just a number — it’s a testament to the tireless efforts of producers, importers and marketers who have worked together to meet the growing demand for avocados in the U.S. market.”

The board says the projected volume represents a 4% increase from the previous year and reflects sustained consumer interest in avocados as a versatile, nutrient-dense food. It also highlights the success of industrywide initiatives to promote year-round availability, enhance quality and educate consumers on the benefits of avocados.

There have been tremendous amounts of hard work and collaboration across the industry to transform avocados from being a misunderstood specialty fruit to today’s produce aisle powerhouse, the board says. “Avocado Nation: An American Success Story,” now streaming , looks at how the business opportunity for avocado producers and importers has transformed since the Hass Avocado Promotion, Research and Information Order created the Hass Avocado Board in 2002.

“Avocados have become a staple in American households, and this milestone reflects how deeply they’re woven into our food culture,” Escobedo says. “As we look ahead, HAB remains committed to supporting the industry through data-driven insights, strategic marketing and collaborative innovation.”

The Hass Avocado Board, which represents domestic producers and importers, says it continues to invest in research, nutrition education and promotional programs that drive category growth and support a resilient, sustainable avocado supply chain.