California avocado growers are steaming toward an excellent season with strong demand for their fruit as a number of factors have worked in their favor so far this season. At least that’s the view of Rob Wedin, executive vice president of sales for Calavo Growers Inc., based in Santa Paula, CA. From his perch, which he has been occupying since 1973, he sees the avocado f.o.b. price remaining in a very solid position through the length of the California season. California growers were dealt an early blow as cold weather, lack of rain and a couple of wind events reduced the overall size of the

Westfalia Fruit USA has the benefit of local supply in California and co-ownership of the third largest packhouse in Mexico, giving it a good supply situation for the upcoming months. Through Westfalia USA partnership with Ag Land Services, avocados are sourced directly from its California grower base and can ensure the provision of best-practice farm management support. The company believes it has a significant competitive advantage for its Californian operation because of the vertically integrated nature of its operation, which covers aspects of avocado production. The multinational

All indicators point to a very strong marketing year for the length of the California avocado season, which often means rising f.o.b. prices and the need for creativity to offer value propositions for the consumer. Del Rey Avocado Company Vice President Patrick Lucy said the Fallbrook, CA-based shipper is looking to offer a “guac bag” that can be value priced and will also be a good outlet for number 2 fruit this season. The California Avocado Commission recently reduced its crop forecast by 8 percent as wind events during the winter created some issues and eliminated some fruit. Lucy said

The designation of March as Women’s History Month perfectly aligns with the start of this year’s California avocado season, which presented the concept to interview the three women that currently sit on the California Avocado Commission. Jessica Hunter, secretary of CAC, joined the family-owned farming and packing operation — Del Rey Avocado Co. — almost 20 years ago. She has been on the board for five years. Rachael K. Laenen is assistant ranch manager of Santa Paula, CA-based Kimball Ranches - El Hogar, and is the fourth generation of avocado growers in her family. She joined the CAC board

Del Monte Fresh Produce N.A. Inc. has today announced that it will now be able to offer its customers longer lasting avocados through a partnership with Apeel. When paired with Fresh Del Monte’s high-quality avocados, Apeel’s innovation will allow them to stay fresher two times longer, helping to reduce food waste. With an infrastructure already in place to help support growth in the category, Fresh Del Monte’s new and existing customers will now be able to partner with the brand on their Apeel application. Derived from plants, Apeel’s edible coating doubles the shelf life of fresh produce by

Avocados From Mexico launched Avocado Nation Studios, the latest digital innovation from AFM that employs data intelligence to offer predictions, recommendations and personalized content tailored to each viewer. Featuring exclusive videos created by a network of content creators, the platform provides fresh and fun ways to engage with the brand. Thalia Sodi, the global superstar singer, songwriter, author and entrepreneur will partner with AFM once again for a brand-new campaign titled, "Salud, Ejercicio y Grasas Buenas" con Thalia, meaning "Health, Fitness & Good Fats" with Thalia. Thalia's