La Bonanza raising its profile in the avocado deal

La Bonanza Avocados, a family-owned and vertically integrated grower-shipper of Hass avocados, is preparing for the start of Mexican avocado shipments with a focus on increasing its profile on the global avocado front.

Valeria Villaseñor, vice president at La Bonanza, which is based in Michoacan, Mexico, with a U.S. office in Mission, TX, said the company is making a concerted effort to become a bigger player in the avocado deal.

“This year, we made the decision to manage sourcing from other regions outside of Mexico, including Peru, Colombia and the Dominican Republic,” said Villaseñor. “This strategy has created a beneficial synergy that allows us to maintain the necessary balance and fulfill all our customers’ orders while offering a diverse range of origins.”
Villaseñor added that La Bonanza harvests around 70 tons of avocados each year from its own production in Mexico and it taps into other family-managed orchards as well.

“Also, we have new crops in development that are expected to reach peak production in the next five years,” she said.
Regarding this season, Villaseñor said La Bonanza is facing challenges due to the severe drought that afflicted growing regions in Mexico last year.

“We’re seeing less fruit than we expected due to the drought, and we estimate about a 5 percent decrease in fruit volume compared to last year,” she said. “Furthermore, sizing will be an issue, as there will be a predominance of smaller calibers with larger calibers, especially 48s and above, being extremely scarce. We will see an increase in 70s and 84s.”

While growth is in the plans for La Bonanza, Villaseñor said the company’s ultimate goal is to establish La Bonanza as a leading brand in the avocado industry while ensuring consistent quality and customer satisfaction. Toward that goal, La Bonanza has invested in sustainable practices and technology to optimize production while ensuring efficiency.

“This growth has been a conscious effort by our family to establish a stronger presence in the avocado sector,” she said.

Another strategy to raise its profile was participation in the recent IFPA Global Produce & Floral Show in Atlanta, where La Bonanza was an exhibitor.

“IFPA provides us with the opportunity to share our story, discuss our experiences and strengthen our business relationships,” Villaseñor said about the value of the event. “Through this platform, we demonstrate our commitment to quality and innovation while connecting with other key players in the industry.”

Part of the message La Bonanza was able to convey to attendees of the Global Produce & Floral Show was the three core values that drive the company’s business: quality, sustainability and innovation.

“We are committed to providing the best avocados while ensuring exceptional service and offering high-quality derived products, such as our superior guacamole,” she said. “Our focus on sustainability and continuous improvement drives us to adapt and grow, always prioritizing customer satisfaction. Each piece of fruit we harvest reflects the hard work and dedication of our family, striving for a brighter future. We are grateful to our customers for their support and for being a part of our story.”