Colombia Avocado Board launches new campaign
By
John Groh
Colombia Avocado Board launches new campaign
Avocados are grown in a number of different countries, but a new campaign launched by the Colombia Avocado Board looks to highlight what sets that South American nation’s fruit apart from the rest.
The new campaign, “Raised by Colombia,” was launched by the CAB at the recent IFPA Global Produce & Floral Show and highlights the extra effort it takes to produce high-quality fruit in a tropical locale.
“We chose ‘Raised by Colombia’ [as the tagline] because the fruit is truly nurtured since it takes extra effort to grow avocados in a tropical climate,” Manuel Michel, managing director of CAB, told The Produce News during the IFPA show. “We’re rolling out the campaign with a landing page and social media presence, and we’ll be working with merchandisers and promoting with retailers.”
The campaign features what makes Colombia unique as an avocado source, and rain is one of the key points.
In a promotional video that is part of the launch, a tale is told of how “rain has shaped the Andes. In Colombia, rain isn’t a nuisance, it’s sacred. It teaches patience and resilience. And that’s why our avocados are not just grown, they are nurtured.”
The video also speaks of the importance of avocados in the country’s history, stating, “People know the land and treat every harvest as tradition.”
The campaign launch comes as Colombia continues to rise in prominence as a year-round source of high-quality avocados for the U.S. market.
Volume to the United States has increased dramatically since the 2022-23 season, when just over 30 million pounds were shipped. The following year, the U.S. received 60 million pounds from Colombia and then volume more than doubled in 2024-25 to 134 million pounds. Projections for the 2025-26 season show 155 million pounds – a 16 percent increase -- being shipped to the U.S.
The vast majority of the fruit (99 percent) is shipped to the eastern region of the United States.
Photo: CAB Managing Director Manuel Michel promoted the organization’s new Raised by Colombia campaign at the recent IFPA Global Produce & Floral Show in Anaheim.
