“Our North American ripening and service center footprint consists of five locations that can quickly and efficiently deliver to any retail and foodservice location across the U.S. and Canada,” she said, noting that the company’s North American headquarters is in Oxnard, CA, with additional locations in south Texas, eastern Pennsylvania, southern Florida and Illinois. “Our vertically integrated supply chain allows superior process management from the field through state-of-the-art warehouses, all the way to our fruit’s final destinations.”
Over the next several months, Nelson expects an improving avocado marketing situation. “We see the last quarter of the year as an opportunity to create unique ways to increase avocado sales, and we anticipate promotable volume,” she said.
There has been much talk about the world’s supply and demand not being in sync, but Nelson remains quite bullish about sales in the United States. “The worldwide demand for avocados will increase and U.S. and Europe will remain key markets. Marketing and promotion will be an important consumption driver,” she said. “We feel the sky is the limit for the U.S. market and many regions in the United States have great potential for increased per capita consumption. The Asian market has great potential as a developing area.”
In promoting itself to the buying community, Westfalia boasts of its attention to detail. “Buyers can trust our programs with key deliverables of quality, consistent portfolio of ripe fruit. We call it the ‘Westfalia Difference,’ which includes elements of partnering in avocado success in every way from a diverse quality supply chain, actionable sustainability and leading the way in proven avocado innovation,” Nelson said. “When buyers truly partner with Westfalia they can expect our team to provide solutions in driving category success.”
She said the company has a talented marketing team that has a global perspective on unique ways to create point of sales collateral, and effective marketing campaigns that create consumer inspiration and education. “For Foodservice operators, we have developed educational and illustrative solutions for back of store preparation for the various ways avocados can enhance menus,” Nelson added.
Additionally, Westfalia points to its robust research program as a differentiator. Nelson revealed that the company’s research division, Westfalia Technological Services, is the world’s largest privately funded subtropical fruit research unit. “Its dedicated team of global scientists and technicians focus on varietal development, innovation and environmental matters, and provides a pivotal role in defining the sustainable future of the global avocado industry.”