The timing of the global supply of avocados enables year-round marketing company Henry Avocado to sell on value and customer service regardless of the source. With avocados always in season, the only question is matching up the supply with the demand.

For Phil Henry, that challenge is aided by his global suppliers understanding of the American market and what makes it respond. One only has to look at the increasing consumption numbers to understand that whatever side of the buyer/supplier equation you are on, everyone is taking their role seriously. How else can per-capita consumption increase from 4 pounds in 2010 to 6 pounds in 2014?

While Henry said the company’s purpose is “to consistently provide customers with superior quality fresh avocados and great service,” it can only succeed if the “supply side” is accommodating. “Our global sources make our goals a reality,” Henry said.

Henry provided two examples to prove his point. First is the increasing availability of organic avocados by the exporters. “We see the market demand for organics is spiraling upward and the response from our growing partners has been fantastic, if not dramatic,” Henry explained.

Just as some of Henry’s own groves in Escondido, CA, have been certified over the past three years, he said the certified organic production in Mexico alone has doubled during the same period. “Stores are pushing organics with very effective and creative promotions,” Henry added, “and thankfully our California groves and the exporters have the year-round supply to meet their needs.”

A second influence is the contributions from the various avocado marketing associations. The California Avocado Commission set the global standard decades ago with an array of integrated marketing programs. Now boards funded by the exporters have promotional budgets that are much larger — led by the $40 million that Avocados from Mexico has committed to attracting new customers and increasing the per-capita consumption total of committed avocado aficionados.

The Hass Avocado Board provides research data on every facet of avocados from nutrition to consumption, and provides the data for any domestic or foreign board marketing the Hass variety. In addition to nutrition-driven studies, the Hass board develops and distributes recipes for the promotional boards to use in creating in-store marketing materials. With their marketing budgets growing each year, these organizations have promotions in broadcast and print that also drive their product sales.

On the global scene, Chile is the only supplier whose numbers are dropping in the United States. Victimized by an 8-year drought, Chile’s growers have less top-quality fruit to export and its volume has decreased the last two years. Peru, however, is a growing presence that provides value and size diversity for Henry’s customers.

“Domestically, the California harvest peaked in the early summer; nevertheless, some California growers will continue their harvest through the late summer,” Henry said.

Mexico’s huge volume really prevents any shortages that might occur should domestic or foreign production have an unexpected dip during the year. And you can expect even more in the years to come as Jalisco could have its groves certified by U.S.D.A in 2016-17. The state of Michoacan is the only exporter now and it is not only adding certified organic acreage, but groves planted years ago are reaching maturity to add to the production.

In Henry’s estimation, avocados from Mexico continue to grow in stature. “Quality and consistency from Mexico is a given,” Henry said. “Even with the additional volume there is no loss of quality. The growers are committed to this market and its standards as evidenced by their re-investing a portion of the increased revenue to modernize cold storage facilities and their transportation assets.”

The abundant supply of quality fruit from its growing partners has helped Henry increase the volume of the CustomRipe orders it processes in 67 forced-air ripening rooms at its distribution centers in Escondido and Milpitas, CA, and from the southwest in San Antonio, TX, and Phoenix, AZ.

A year-round marketer of avocados for three decades, and a prominent grower and shipper in California since the 1920s, the strategic location of Henry’s distribution centers have been the key to the company’s widely recognized customer service.

“Our constant goal is to maintain a flow of avocados to markets served by the centers,” Henry said. “We always look for ways to minimize storage and shipping so that the fruit’s flavor is never compromised.”

Henry publishes a Ripening Guide for its buyers, which describes the five stages of ripening, so that avocados can be purchased on an “as-desired basis.”

By using agreed upon terms for the levels of ripeness, customers enjoy maximum accuracy in their orders. To order a guide, contact Rick Illig at 714-447-4306, Jon Ullrich at 830-379-0288, or Billie Jo Dziewit at 210-226-4504.