Featuring Manuel Michel, Managing Director of the Colombia Avocado Board
In an exciting turn for the avocado industry, West Pak Avocado had the honor to sit down with Manuel Michel, the Managing Director of the Colombia Avocado Board, to explore the burgeoning potential of Colombian avocados in the U.S. market. Under his leadership, the Colombia Avocado Board is making strides to position Colombian avocados as a high-quality and reliable source for retailers. Learn more about the unique qualities of Colombian avocados, their growth trajectory, and the exciting opportunities they present for U.S. retailers looking to capitalize on the soaring demand for this beloved fruit.
West Pak: Hello, Manuel. Thank you for joining us. Please introduce yourself, describe your experience with produce, and explain your role with the Colombia Avocado Board.
Manuel: I joined the Colombia Avocado Board (CAB) as the Managing Director in July 2023. Before CAB, I served as the Executive Director of the National Mango Board for nine years. Additionally, I worked for USDA as a marketing order specialist for over three years. I also have experience in quality assurance, food safety, and third-party GAP audits, among other things. In total, I have over 25 years of experience supporting the produce industry.
West Pak: What unique qualities do Colombian avocados offer that differentiates them from avocados sourced from other countries? What makes them so special?
Manuel: Avocados from Colombia have many qualities that set them apart. First, Colombia offers ideal growing conditions with a climate that closely resembles the regions where avocados originated, allowing them to fully develop their naturally rich, creamy flavor with little to no irrigation required.
The second quality is year-round availability. Unlike some regions with seasonal production gaps, Colombia provides avocados throughout the year.
Colombia’s location offers easy access to both U.S. coasts, with shipping times as fast as three days to Florida ports and five days to the Port of Philadelphia. This strategic shipping access ensures fresher fruit deliveries and reduced transit risks.
Colombia also has massive growth potential. The Colombian avocado industry is growing rapidly, driven by increasing investment in orchards and infrastructure, enhanced quality control practices, and a strong commitment to creating an eco-friendly environment.
West Pak: How would you best describe the taste profile and eating quality/experience of Colombian avocados?
Manuel: 2024 marked a turning point for avocados from Colombia, with many retailers noting that they are nearly indistinguishable from those sourced from traditional top-producing regions. Colombia is now delivering some of the most consistent fruit in terms of appearance, flavor, and texture—closely resembling avocados grown in California and Mexico. As Colombia has refined its supply chain and post-harvest handling protocols, the overall quality has improved, ensuring a richer, creamier taste and a more consistent eating experience for consumers.
West Pak: How have Colombian avocado exports to the U.S. grown in the past several years? What are the projections for the next 5 years?
Manuel: Colombian avocados gained market access to the U.S. in 2019, and exports were initially slow in the first few years as the industry adapted its production, handling, and shipping protocols. However, in 2024, U.S. imports grew by approximately 170% to 81 million pounds, and this upward trend is expected to continue for the next five years. The industry has set a goal of reaching 330 million pounds annually to the U.S. market by 2029.
West Pak: What factors are driving this expansion/growth?
Manuel: Continued growth in demand for avocados, especially on the U.S. East Coast, where Colombia’s strategic location provides a logistical advantage. An expanding number of certified growers and packers ensures a consistent supply while meeting high-quality and sustainability standards. Strengthened retail partnerships, marketing efforts, and significant growth potential, with vast avocado-producing regions in Colombia still being developed and optimized for export.
West Pak: Why should U.S. retailers get excited about Colombia as a source of avocados?
Manuel: Avocados from Colombia have become an excellent secondary supply source, supporting existing programs. Still, they are also transitioning into a primary source during key months of the year and have the potential for year-round availability.
With a stable and growing supply and exceptional fruit quality, avocados from Colombia offer retailers a reliable and flexible sourcing option. Additionally, Colombian growers and exporters are highly collaborative, working closely with buyers to develop customized programs that span weeks or even months, ensuring greater supply stability and predictability.
West Pak: How can U.S. retailers capitalize on the growing demand for Colombian avocados, and how do these benefits translate into sales growth?
Manuel: In today’s dynamic produce market, having multiple sourcing options is essential for navigating supply fluctuations and unexpected disruptions. Additionally, a well-planned merchandising strategy can drive higher sales, boost foot traffic, and enhance shopper engagement with a premium product that consumers already love.
Key recommendations include leveraging in-store displays and digital campaigns to highlight avocados’ year-round availability. There’s also cross-merchandising with complementary items based on seasonal events and holidays. For example, with Cinco de Mayo approaching, pairing avocados from Colombia with tortilla chips, salsas, and fresh produce can increase basket size and impulse purchases.
U.S. retailers can also educate shoppers about avocados from Colombia, emphasizing their creamy texture and rich flavor and highlighting the unique growing conditions that set them apart. We also suggest running targeted promotional programs to boost visibility, encourage trial purchases, and build long-term consumer loyalty.
West Pak: How does Colombia’s unique geographic location support the efficiency of avocado distribution to U.S. retailers?
Manuel: Colombia’s proximity to the U.S. East Coast, where a significant portion of the pollution resides, provides a major logistical advantage. With shorter transit times, avocados from Colombia offer retailers key benefits, including fresher arrivals with fewer quality issues when handled properly, ensuring a superior eating experience for consumers.
There are also lower logistical costs, making avocados from Colombia a more cost-effective and competitive sourcing solution option. Plus, a consistent and reliable supply that aligns with and complements the seasonal availability of avocados from other growing regions.
West Pak: What specific initiatives and measures have been or are being implemented to ensure that Colombian avocado farming remains environmentally sustainable and to address the ecological impacts of this agricultural practice?
Manuel: According to Corpohass, the leading grower, packer, and exporter association in Colombia, most Colombian avocado growers have certifications in GLOBALGAP, Rainforest Alliance, Fair Trade, and SMETA.
West Pak: How does the Colombian Avocado Board plan to support American retailers in marketing and promoting Colombian avocados to consumers? What are the initiatives for 2025, and how can U.S. retailers get involved?
Manuel: As the volume of avocados from Colombia in the U.S. market continues to grow, there are more opportunities for promotion and marketing programs with retailers. We are actively working with select retailers on the East Coast, with initiatives that include retail display contests to engage produce managers and drive in-store excitement. There are point-of-sale materials, including signage, merchandising boxes, digital advertising, and retail bins, to enhance visual merchandising and impulse purchases and couponing programs to encourage trial and repeat purchases.
Retailers interested in participating in these programs can contact CAB or ask your West Pak sales representative to reach out to us to explore collaboration opportunities.
West Pak: How do you foresee consumer preferences shifting regarding avocados, and what can retailers do to align with these trends?
Manuel: Today’s U.S. consumers prioritize consistent quality, year-round availability, and value-driven purchases, which are three essential factors that avocados from Colombia are well-equipped to provide. By highlighting these attributes in promotional and marketing strategies, retailers can enhance consumer loyalty, maintain a consistent avocado supply that meets increasing demand, and attract health-conscious, socially aware shoppers.
As avocados continue to be a high-value, high-demand produce item, avocados from Colombia will play an increasingly vital role in driving foot traffic, boosting basket size, and encouraging repeat purchases.
