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Market Minute: California avocados ready for promotional activity

By
Ron Pelger

California supplies about 90 percent of all U.S.-grown avocados, produced by roughly 3,000 growers. The season runs spring through early fall, with peak volume now through August. Of the 500-plus known avocado varieties, California commercially grows seven, with Hass representing 95 percent of the state’s crop. The Hass variety was first discovered in the 1920s by mail carrier Rudolph Hass.

Market Overview

  • California (Southern District): Harvests are increasing, quality is excellent, demand is moderate and the market is steady.
  • Mexico: The season is winding down. Growers are slowing harvesting to support higher pricing. Supplies remain light with moderate demand.
  • Colombia: Only limited arrivals.
  • Peru: Volume will begin to build by mid‑June. Demand is light and the market is steady.

Merchandising Strategy
Boost impulse sales with a large, high‑impact avocado display. Tie in slicing tomatoes for a strong cross‑merchandising combination. Place a secondary end cap, farm bin, or wing display in a high‑traffic area to drive additional sales volume.

Expand the set with complementary items such as tomatoes, onions, limes and lemons to encourage customer purchasing.

Offer two loose sizes to meet different shopper needs:

  • Small for value
  • Large for premium

Also merchandise bagged avocados:

  • Small five- to six-count
  • Large three- to four-count

Connect with your avocado supplier for current size availability and to coordinate a strong, attractive promotional program.

What do you think? Email me at [email protected].

Ron Pelger is a former director of produce merchandising and procurement for a major supermarket retail chain. He is currently a freelance writer for the produce industry supporting growers, shippers and retailers. He can be contacted at 775/843-2394.

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