According to official figures, the 2,728 hectares of avocados registered in the Valencian Community in 2023 practically doubled the 1,467 hectares that there were in 2020; and the avocado boom continues in this Spanish region, where, as official figures will later confirm, the acreage in 2024 "has increased again by several hundred hectares," as reported by Asoproa.
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The Valencian Hass season is in its final stage, and the Lamb Hass has taken over; "nevertheless, the prices at the source are not at the desired level," says the association. And the fact is that, according to the information shared by the Valencian Regional Council of Agriculture, despite the fact that Lamb Hass avocados "have ripened optimally and acquired the organoleptic qualities required by the markets," their prices at source stand well below those paid for Hass avocados during the 2024/25 season, but also well below those of Lamb Hass itself in the same week of last season. While in week 11 of 2024, they were sold for over 2.30 €/kg, this year they are not exceeding 1.80 €/kg at best.
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"The current prices at the source are not in line with the reality we are living, because there is no circumstance or factor affecting the value of Lamb Hass, whose quality is also great this season. It's also remarkable to see this happening while the price consumers are paying isn't changing."
"With direct sales, I am earning double what the retail is paying"
This is why many growers are choosing to sell their fruit directly. Such is the case of Rafael Riera Ballester, a grower in La Vall de Laguar, in the province of Alicante, and a member of Asoproa.
"Last year I did make a profit working with the retail trade, but due to the entry of a lot of fruit from Morocco this season, retailers in the area have lowered their purchase prices, so in order to try to continue making a profit, I have decided to start selling directly, both on the farm and online."
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"The great advantage of avocados is that they can be kept for long on the tree, and their ripeness and size will also continue improving, unlike other fruits, such as cherries, which I also grow in this area. In fact, in my case, I haven't even started harvesting the Lamb Hass yet, as it will stay in perfect condition until the end of spring," says Rafael, who has also felt the pressure exerted by imports on the Hass avocado market. "This season, our Bacon and Fuerte avocados have fared much better than those of the Hass, at a price which has doubled that generally offered by retailers for these varieties. But even with Hass avocados I've been able to get a much higher price than what was being offered at source."
"There are other ways to buy fruit outside of supermarkets," he says. "Consumers should be aware of the situation to which growers are being pushed by retailers when they decide to lower the prices at which they buy our fruit, and that by approaching us directly they are going to help us remain profitable. Besides, they are also going to receive fruit that has been picked from the tree just a few hours earlier."
For more information:
Rafael Riera Ballester
C/ La Plaça, 9
03791. La Vall de Laguar
Alicante. Valencian Community. Spain
Tel.: +34 614 173 597
https://www.aguacatero.com