Michel explained that until recently, a majority of Colombian avocados destined for the U.S. market arrived between April and August — Colombia’s secondary harvest, or Traviesa season — and this accounted for about three-quarters of Colombia’s annual export volume to the United States.

However, Colombia’s main avocado harvest season runs from September through February/March, and this has become an increasingly significant part of the U.S. export deal.

“During 2024-25, the main season represented around 45 percent of Colombia’s total annual volume to the U.S.,” he said. “This shift toward a more balanced, year-round supply provides U.S. retailers with a steady and reliable flow of Colombian avocados, extending the availability window and ensuring a more consistent year-round presence of Avocados From Colombia.” 

Brand refresh
To help support the rising importance of Colombian avocados in the U.S. market, the Colombia Avocado Board recently announced a brand refresh that looks to solidify the origin’s position as a reliable year-round supplier.

The branding initiative, which includes a new moniker — Avocados From Colombia — as well as a new logo, is designed to reflect the industry’s commitment to fostering long-term partnerships and delivering consistent high-quality products, according to Michel.

“The unique biodiversity from the Andes Mountains and the lush tropical region nurtures flavorful avocados that are the direct result of the dedication of nearly 80,000 workers,” he said. “Their efforts are integral to the continued growth of the Colombian avocado industry, and this brand refresh will help highlight their story in our marketing and promotional efforts. With this refreshed brand, we aim to strengthen educational resources, support long-term relationships and enhance collaboration across the entire supply chain, ensuring that Colombian avocados remain top of mind in the U.S. market.”

Michel said that on the U.S. side, the Colombia Avocado Board has significantly expanded its marketing and promotion programs to gain the attention of retailers and consumers.

“This year, we are enhancing our retail partnerships with more merchandising and promotional support than ever before, working closely with the industry to align with retailer expectations,” said Michel. “Additionally, we launched a new website to improve communication and engagement with consumers, retailers and the industry.” 

Key advantages
Michel said as an origin, Colombia offers some key advantages over other source countries.

“One of the top benefits we offer is the ability to deliver not only during peak demand periods but also in the offseason, thereby reducing supply gaps,” said Michel. “Another is Colombia’s favorable growing conditions, with natural rainfall and an already established industry that is focused on sustainability throughout the year.”

Michel added that from a logistics standpoint, fast shipping routes allow for three-day arrivals to Florida and as few as five days to the Port of Philadelphia. And a new port in Antoquia provides an even closer shipping point.

“As further improvements in logistics and infrastructure are made, Colombia’s ability to meet the U.S. market’s demands efficiently will continue to provide a significant advantage in terms of consistency, quality and sustainability,” said Michel. 

Overcoming obstacles
Since being granted access to the U.S. market in 2018, when Colombia shipped a modest 1.3 million pounds of avocados to the U.S. market, Colombian growers and exporters have had to navigate a steep learning curve, according to Michel.

“Colombia’s unique tropical climate, which differs significantly from other established avocado-growing regions, presented challenges in adapting production practices,” said Michel. “Key hurdles included developing rootstock that is suited to Colombia’s unique geographic and climatic conditions, managing fungal diseases and learning how to harvest during the rainy season. Despite these challenges, the industry has successfully adapted and improved.”

He said growers also had to adapt to meet the stringent U.S. import requirements, including phytosanitary protocols, cold chain management and traceability standards. This required significant investments in infrastructure, certifications such as GlobalGAP and Rainforest Alliance, and technical training.

“During this time, the industry worked alongside USDA to meet export standards and establish credibility in a new market,” said Michel.

Michel said that sustainability has been a core focus throughout the process, with an emphasis on balancing environmental, social and profitability goals.

As the Colombian industry has matured, growers have become more aware of the need to deliver consistent quality with exceptional flavor in order to remain competitive in the U.S. market.

“Each year brings new challenges,” said Michel, “and the ongoing refinement of growing practices is essential to meet the evolving needs of the buyers. In response, the Colombian avocado industry has continually made improvements.”

For example, Michel said that for the 2025-26 season, CorpoHass, the association that represents Colombian avocado growers and exporters, has taken a more active role in setting standards, including maintaining a minimum dry matter level for U.S.-bound fruit.

“This commitment to quality and flavor ensures that Colombian avocados remain a strong contender in the U.S. market for years to come,” he said.