Jalisco, Mexico – Jalisco, a major avocado producer in Mexico, is seeking to diversify its export markets beyond the current 30 countries it serves. The Jalisco Avocado Industry Body (APEAJAL) President, Eleazar Oceguera Aguayo, anticipates a 5% growth in exports for 2024. This increase is attributed to both new orchards reaching maturity and the recent inclusion of more growers in the US export program.
Currently, the United States, Canada, Japan, and the European Union are Jalisco’s primary export destinations. However, APEAJAL is targeting new markets in India, Korea, China, Malaysia, and Chile. Oceguera also emphasizes the importance of the domestic market, aiming to raise product visibility and expand offerings within Mexico.
The Super Bowl and Cinco de Mayo are the two biggest avocado sales periods in the US. While Jalisco exported over 15,000 tons for the Super Bowl, current USDA approvals limit weekly shipments to 500 tons. The addition of new growers to the US program next year is expected to increase avocado availability for Cinco de Mayo.
APEAJAL, representing over 3,200 avocado producers and 23 packing/exporting companies, prioritizes sustainability within the industry. Their efforts include reforestation initiatives, a firefighting brigade, water efficiency and pesticide management training, and collaboration with national and international authorities to secure new markets and maintain certifications required by demanding markets.
Regarding the rise of avocado production in Africa, particularly Kenya, Oceguera welcomes the competition. He highlights the underdeveloped global distribution channels, emphasizing the need to expand into new markets, particularly those with limited or seasonal avocado access. He sees Kenya’s efforts to educate consumers as an opportunity to create a wider market for avocado exports, potentially benefiting Jalisco as well.