With one of its larger crops in a decade and more avocado acreage being planted every year, California is poised for continued volume in the coming years.

Colombia, the fourth-largest exporter of Hass avocados to the U.S., is preparing to supply 130 million pounds to the U.S. market during the 2025 spring-summer Traviesa season.

With maturing orchards, expanded production and a growing shift in export volume to the U.S. market, peak volumes are expected at the end of April and into May. It is also projected that Hass avocados from this Traviesa season will be available through August.

The purchase and consumption of avocados during the week of the last Super Bowl are conservatively estimated to be in the millions. What made the popular fruit so attractive and available for such incredible demand? The answer lies in a variety of marketing strategies, by scores of marketing execs in fresh produce over the past few decades.

There are many factors converging that will clearly impact the marketing of California avocados in 2025, with most of them appearing to be on the positive side of the ledger.

The 2024 summer holidays demonstrated strong growth for avocado sales, achieving four-year highs at retail. According to the latest Avocado Holiday Retail Recap by the Hass Avocado Board, unit sales increased by an average of 2.3 percent, while dollar sales soared 19 percent compared to the prior year. Combined, Independence Day and Labor Day generated 92.4 million units and $122.5 million in sales.

Mission Produce Inc. expanded its diversified sourcing strategy to provide a year-round supply of ripe avocados and mangos to the U.K. and European markets. Over the last year, Mission Produce has added to its global sourcing network to meet growing global demand for avocados and mangos.