MEDELLÍN, ANTIOQUIA, COLOMBIA - A fresh new brand is bringing increased differentiation and visibility to the Colombian Hass Avocado industry as it debuts the new Avocados from Colombia initiative. The launch of this new country brand aims to represent this key sector in markets around the world while highlighting Hass avocados as a benchmark for environmental, social, and economic. Sustainability.

"Colombian avocados will be exported under this brand as a differentiator,” stated Katheryn Mejía Vergel, Executive Director of Corpohass, the association representing the Hass Avocado ecosystem. “Distributors, supermarkets, and consumers will appreciate its emphasis on sustainable development, including the protection of natural resources, economic impact, and job creation, among other factors that promote well-being and quality.”

As a press release revealed, the inviting new Avocados from Colombia brand was established to increase market share, distinguish the fruit from other origins, and showcase the industry’s good practices, quality standards, and contributions to Colombia’s economic, environmental, and social well-being.

“… initiatives like this are key to continue positioning the country and its territories in international markets and to continue increasing business with Colombia with a focus on sustainability,” said Carmen Caballero, President of ProColombia. “Count on us to continue supporting you on that path to success.”

Avocados are Colombia's third most exported fruit, exported to more than 30 countries.

The Colombian Navy’s esteemed flagship, ARC Gloria, recognized as the nation’s floating ambassador, served as the venue for unveiling the new Avocados from Colombia brand in Antwerp, Belgium, on June 3. Moving forward, this brand will proudly represent Colombian Hass avocados and showcase the country's identity on the international stage, the release stated.

“Supporting this launch is a source of pride and joy for the Colombian Embassy,” added the Ambassador of Colombia in Belgium, Jorge Rojas Rodríguez. “The ARC Buque Gloria brings with it all the flavor of Colombian Hass—the love with which our producers cultivate it and the dedication with which they protect the forests, fauna, water, and our mountains.”

Read more about the high level of sustainability provided by the Colombian Hass avocado industry here, and keep reading ANUK for more of the latest industry news.