CORONA, CA - As avocados perpetuate themselves in popular culture through emojis, social media, and puns, (Let’s avo good time!) I continue to learn from industry pros who know the most about this competitive category. To help me understand the ins and outs is Deb Willmann, Vice President of Sales at Index Fresh.

“Hass is primarily being harvested for the United States from Mexico, currently representing 98 percent of U.S. avocado supply. Florida and Dominican Greenskins are making up the other 2 percent,” Deb begins.

Next I inquire what Deb’s seeing this season compared to last season in terms of pricing and sizes.

“Two big variables for Hass that stand out this year versus last year are market pricing and size curve. First, the average market pricing across all sizes this year to date is up 33-34 percent. Second is the available size curve of fruit. Due to drought conditions, mainly from offshore countries, we have seen more volume on smaller sizes. In turn, we’ve had to pivot our marketing strategies to align with this sizing trend,” she shares, adding that “With support from the various avocado trade marketing agencies, there has been a big push on promotions of the multi-pack bagged avocados utilizing sizes 60 and smaller. These promotions have been very successful.”

Small, snackable Hass avocados? You’ve got my attention! Which brings me to demand, so I ask Deb whether she’s seeing a spike or dip.

“Currently, we are seeing stable to strong market conditions on Hass 48’s and larger. 60’s and smaller have been less stable,” Deb reports. “Demand has been consistent and remained relatively flat in the weekly 45-47M lb. range over the last few months.”

I certainly wasn’t surprised to hear demand has been consistent, especially with the uptick of health-conscious shoppers and the plant-based curious—this densely nutritious, versatile, and easy snacking fruit will continue to appear in creative forms within our current culture, and be a starring item in consumer’s kitchen produce bowls.

As the avocado market continues to make a splash in the produce aisle through promotional opportunities and beyond, AndNowUKnow will surely be here to report.