Colombia launches national avocado brand

Colombia has launched a new country brand for its Hass avocado exports. Industry association Corpohass said the Avocados From Colombia label stands for environmental, social, and economic sustainability – all synonymous with the country’s avocado production.

Hass avocados are the third most exported fruit by Colombia and the second biggest generator of foreign income for the country. They are shipped to more than 30 countries worldwide and are a source of income for more than 240,000 people.

The new label is an attempt to differentiate Colombia’s avocado offer from other origins and highlights their high quality and important contribution to the economic, environmental, and social well-being of the country.

Katheryn Mejía Vergel, executive director of Corpohass, commented: “Colombian fruit will be exported with this brand as a differentiator. Distributors, supermarkets, and consumers, prefer it by highlighting its contribution to sustainable development: protection of natural resources, impact economic, job creation, among other factors that offer well-being and quality”.

Trade association ProColombia said the inspiration behind the new label comes from “the passion and pride of Colombians for their culture and authenticity, in the natural wealth of their territory, one of the most biodiverse on the planet, home to the largest number of bird species on Earth. Its essence arises from the capacity of people in the sector to transform and find the light, even in the darkest moments”.

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

The brand was officially launched at a ceremony on the ARC Gloria, the 76-metre flagship of the Colombian Navy, at the Belgian port of Antwerp. The port was chosen because it is the leading port of entry for shipments of Colombian avocados to Europe – Colombia’s biggest market.

“Supporting this launch is a source of pride and joy for the Colombian Embassy. The ARC Gloria brings to Europe all the flavour of Colombian Hass, the love with which our producers cultivate it, the dedication with which they protect the forests, fauna, water, and our mountains,” said Jorge Rojas Rodríguez, Colombia’s ambassador to Belgium.

“Each fruit represents the spirit of their farming hands, which forge a better future for their family and community.”