As the second full season of participation began on July 1, Cavaletto said the goal is to build on the great success the company had the first year. 

Fair Trade is a certification program that includes a small premium for certified fruit, which is then funneled directly to the farmworker-picked committee to consider projects and allocate the funds. It is the retailer that must commit to purchasing the product at that premium price. “We are working to expand the program,” he said.

Cavaletto argued the premium works out to be less than 2 cents per avocado, which he said is a very small amount to help make a material difference to the farmworker community. In fact, GLC Cerritos has launched a promotional and educational campaign aimed at its customers to tout the program and remind them of its minimal impact on the price of the product compared to the substantial impact it can have for the workers themselves.

He revealed that the campaign is titled What is your 2 cents, which is a play on the concept and also draws attention to the minimal investment on each order. “Historically, avocados have been a relatively high-priced produce item so some buyers are reticent to tack on any additional costs,” Cavaletto said, “but in reality, the cost is minimal.”

The amount retuned to the farmworkers is based on weight and ranges from 2.5 to three cents per pound. “The goal of the campaign is to put the added cost of Fair Trade into perspective,” he said. “It only adds about two cents (or less) per avocado for the consumer. That small premium can make a big difference, not only empowering farmworkers through leadership and community development, but also helping retailers stand out, especially if they’re the only one in their area offering Fair Trade avocados.”

Cavaletto added that GLC Cerritos has been on its sustainability journey for more than a decade. Last year, it added organic avocados to its portfolio and also hired a dedicated sustainability director. Soon, it will be publishing its first Sustainability Report. “Our mission is to inspire fellow growers through sustainability to grow healthy food,” he said.

Along with its Fair Trade involvement, GLC also has GLOBALG.A.P. and Rainforest Alliance certifications on all of its company-owned avocado ranches. Cavaletto said the firm has also identified other growers in Mexico and South America that can join the program and help GLC Cerritos reach its goal of offering these certified avocados on a year-round basis.

The grower-shipper-marketer utilizes a PLU sticker on its bulk fruit and verbiage on its bagged avocado offerings to identify the fruit as Fair Trade certified to consumers. Cavaletto said it is a marketing advantage as more and more consumers are in concert with the idea and are looking for the certification. “We call it out and highlight it on the fruit,” he noted.  “We can achieve a big impact for a relatively small price.”