California avocado supply continues to move past both the early season and mid-season forecast. As of the week ending August 16, more than 315 million pounds of California avocados had been harvested. "It is now projected that harvesting will continue through September, albeit at a lower volume than this year's peak supply period of mid-April through mid-August," says Terry Splane, vice president marketing for the California Avocado Commission.
As of the week ending August 16, more than 315 million pounds of California avocados had been harvested. Photo: California Avocado
This follows last year's 237 million pound crop from California–the smallest since 2008/09. This season, growers had originally forecasted that this year's crop would be slightly smaller than 2023's. However, thanks to plentiful rains in the avocado growing regions followed by enough warm sunny days and the continued improvements in growing practices, it has led to a significant increase in production and harvest, especially in July and August.
September finish
While the overall volume for this California avocado season is quite a bit higher, the remaining supply heading into September is expected to be similar to last year. "A key difference is that the 2024 peak supply period lasted longer," says Splane, adding that the season is expected to finish by the end of September. "Our consumer marketing continues to support awareness and demand for the fruit and our trade programs will continue to support those customers who can still merchandise the fruit as supplies ramp down."
California Avocado Commission vice president of marketing Terry Splane (left) with California avocado grower Jim Miller in Millers' avocado grove. Photo: California Avocado
As for demand, it's steady and continues to grow. "The fourth quarter tends to slow down a little for the category, but whether that is due to a true dip in consumer demand, less avocado merchandising at retail with more space given to fall produce, or simply less supply is not discernable," says Splane.
Demand could also continue to grow thanks to the 2024 California avocado marketing campaign. "The media program is exceeding benchmarks, and consumers' engagement with our videos, digital programs, custom content, and social programs has surpassed our expectations," says Splane. "California avocado customers have given us positive feedback on programs too. We're already planning for next season and are excited for 2025!"
For more information:
Marji Morrow
California Avocado Commission
Tel: +1 (323) 456-6751
[email protected]
www.californiaavocado.com