Volumes down on last season but delayed picking could see production spike
The California Avocado Commission (CAC) has released its official crop forecast for the 2023-24 fiscal year anticipating a total of 94,347 tonnes, down from 107,501 tonnes the year prior
According to the CAC, the potential for a wet winter may encourage some growers to delay picking to allow their avocados time to increase in size, which could in turn increase the crop volume towards the end of the season.
“Some very early season harvesting has occurred already and we’re anticipating the volume to ramp up in March and April,” said CAC vice president of marketing Terry Splane.
Most of the premium California avocado harvest will be the Hass variety. Of the other varieties, is Lamb Hass expected to contribute 2,721 tonnes, Gem 2,267 tonnes and another 450 tonnes coming from other varieties commercially grown in California.
To support growers this season, the commission has teamed up with marketing agency Curious Plot to launch a consumer advertising campaign. The creative, which is in production, is centered around locally grown and sustainability messaging.
In addition, CAC will introduce an expanded trade support programme, which includes retail and foodservice promotions including video content, social media and in-store merchandising.
“The commission is meeting with California avocado growers, handlers and customers now to plan the who, where and when for this season’s amplified trade programs,” said Splane.
