Move will meet growing demand for avocados and mangoes in Europe
Mission Produce is expanding its diversified sourcing strategy to provide a year-round supply of ripe avocados and mangoes to the UK and Europe. Over the last year, the company has added more than eight sources to its global sourcing network to meet growing global demand.
“The European and UK markets offer exciting opportunities for the growth of the avocado and mango categories– and Mission Produce is the go-to for supply reliability year-round,” said Paul Frowde, managing director of Mission Produce Europe and UK.
“About a third of global avocado imports went to Europe and the UK last year, and those imports keep growing. So, we continue to invest in our diversified sourcing strategy and our relationships with top growers around the world to stay ahead of demand and drive the consumption of avocados and mangos in global markets.”
Mission now sources from more than 21 countries of origin and more than 5,700ha hectares of vertically integrated production. The company is vertically integrated in Peru, Guatemala, Colombia with a leading grower partner, and South Africa through a joint venture, enabling it to provide supply reliability and quality oversight from field to fork.
“In addition to our year-round supply, we’re driving consumption by introducing a new standard of ripe avocados and mangoes,” Frowde continued. “Consumers want fruit that is ripe and ready to eat, and Mission Produce knows how to get the ripeness right. We’re focused on quality consistency to deliver a positive consumer experience with our World’s Finest Avocados and World’s Finest Mangoes.”
Thanks to its state-of-the-art ripening technology and team, Mission ripens fruit to its customers’ specifications. “Specifically in the UK, our exclusive ‘Mission Control’ ripening innovation enables next-level ripening precision– improving ripening consistency by as much as 38 per cent compared to the industry standard,” the company said.
