It has taken less than a decade for Colombian avocados to gain a place in the U.S. market. "In the past 12-18 months especially, we've witnessed a significant adoption from U.S. retailers," says Andy Bruno, President of Naturipe Avocado Farms. This is driven by an increased supply from Colombia as trees are becoming more mature and start bearing more fruit. Additionally, the quality of Colombia's avocados has been well accepted in the U.S. market. As a result, demand for Naturipe's avocados is very strong and outpaces supply.
Avocados from Colombia and Mexico are identical
"Demand in U.S. stores isn't slowing down and we're really seeing the benefit of Colombia being part of our supply mix," commented Bruno. How did Colombia become so well accepted in such a short time frame? "First of all, U.S. consumers are most familiar with Mexican avocados as Mexico is the dominant supplier to the U.S." What's driving interest for Colombian avocados is the fact that they are identical to Mexican avocados. Both the interior and the exterior of the Colombian avocado resembles a Mexican avocado. "Their shapes are identical, they both turn black as they ripen, and they taste delicious."
Favorable marketing window
Secondly, Colombian avocados have quickly been adopted due to their favorable marketing window. "Fruit from the Traviesa bloom is available in the U.S. in summer, a time of year when Mexican supplies can be less reliable," commented Bruno. "During the summer timeframe, Colombian avocados help mitigate volatility in the market." The summer was a good window of opportunity for Colombia to get tested in the U.S. market. After a successful test phase, Colombia has already been able to extend its shipping window and in addition to summer, the country now also brings in fruit from November through February, the main avocado season. As the trees become more mature, Colombia will be able to supply the U.S. market year-round.
Colombia benefits from a production window that aligns well with the U.S. holiday calendar. As a result, the country is able to take advantage of several major retail avocado promotions including New Year's, Super Bowl, Cinco de Mayo, and 4th of July.
Advantageous logistics
The third reason Colombia has gained so much interest is the near-perfect climate to grow avocados. "A tropical climate, fertile land, and natural rainfall are key ingredients for avocado trees to flourish and for the model to be sustainable," Bruno said. In addition, the South American country has a logistics advantage. Ocean freight to Miami takes about five to seven days while the U.S. East Coast can be reached in about 10 days. "Although Colombia can also access the U.S. West Coast, the west enjoys local California avocado supply during summer. In addition, from a transit time perspective, it's more advantageous to ship to the U.S. East Coast.
Vertical integration
Naturipe Avocado Farms owns about 1,560 acres of avocado land in Colombia and has strategic alliances with specific third-party growers. The company heavily invested in Colombia and is committed to the industry. "It's a competitive advantage to have our own fields as it provides us control over our supply," commented Bruno. "We're able to see whether the fruit on the trees is small or big and if we can expect low or high yields for the upcoming season. It helps us understand what's happening in the industry, which is very valuable." Naturipe Avocado Farms has diversified its growing regions within Colombia in an effort to become a year-round supplier. In addition to Colombia, the company also grows and sources avocados in Mexico, Peru, and Chile, distributing them around the world.
For more information:
Andy Bruno
Naturipe Avocado Farms
sales@naturipeavocado.com
www.naturipefarms.com