Villita’s pursuit of a plastic-free bag, however, began with an internal demand for sustainability from owner Alfredo Rodriguez Sr., who challenged his team to find more ways for the company to contribute to protecting the environment. Avocado bags presented a significant opportunity. Essential for driving consumption, bags represent a large portion of Villita’s business, and that business continues to grow.
“We knew that the more bagged avocados we sold, the more taxing on the environment, because what are you going to do with the bags?” said Villita Executive Vice President Rob Ybarra. “We knew that we needed to take a big step forward and put our stake in the ground for sustainability. You have to be committed to do it, and the company is. We feel it’s worth it. We feel it’s essential for the future, and we’re all in.”
The bags will be available for both organic and conventional avocados beginning in late 2023. Ybarra noted that initial interest in the bags has been strong.
“Everybody wants to do their part to protect the environment,” Ybarra said. “That’s the beautiful thing about this. When we partner on sustainability initiatives, we’re part of something bigger, something that’s so consequential. Can you imagine the huge positive impact? Then as we tell that story to consumers, the effect multiplies. This is a game-changer for bagged avocados, and we’re proud to be part of it.”