Avocados remain a produce department powerhouse, with Mexico still at the heart of that success. As the top supplier of avocados to the U.S., Mexico continues to lead the category through innovation, sustainability and collaboration with retailers.
Creative marketing campaigns and consumer education keep avocados top of mind and on family menus. And avocado toast isn’t just a passing trend; it’s growing in interest among consumers — and not just for breakfast anymore.
To meet year-round demand for Mexican avocados, Calavo, Mission Produce and Avocados From Mexico have expanded sourcing regions within the country to balance seasonal variation and ensure consistent supply.
Calavo has been sourcing and shipping avocados from Mexico since 1997, and Peter Shore, vice president of product management for the company, says eight out of 10 avocados are grown in Mexico by 30,000-plus small family farmers.
When it comes to providing a consistent, year-round supply of avocados, Brooke Becker, senior vice president of sales for Mission Produce, says, “Mexico continues to be a year-round source of high-quality avocados, supplying about 80% of the avocados consumed in the U.S. Mission Produce is proud to be the No. 1 exporter of avocados from Mexico. With two state-of-the-art packhouses in Michoacán, we’re packing more than a million pounds of avocados a day during peak season.”
Becker says Mission Produce’s sourcing network spans thousands of growers across Michoacán and Jalisco, giving it the flexibility to procure high-quality fruit for its customers year-round.
“We also leverage our mega distribution center in Laredo, Texas, to streamline shipments throughout North America,” Becker adds. “One of the key advantages of sourcing from Mexico is proximity; avocados can arrive in Laredo in as little as two days, allowing us to maintain freshness, responsiveness and reliable supply.”
Shore says, for Calavo, an excellent availability for avocados in all sizes is leading to great supplies expected into the spring months.
“Mexico has had two great summer rain periods and growers are producing excellent quality and sizing,” Shore says.
Trends Shaping the Market
“One big thing is this whole trend around bowls. There’s been steady growth year over year on bowls, and we think that’s an opportunity to put more avocados on bowls,” says Stephanie Bazan, senior vice president for commercial strategy and execution for Avocados From Mexico. “That dovetails into the health and wellness trend.”
Entering winter, Becker says demand for Mexican avocados remains strong across both retail and foodservice.
“The Mexico harvest is currently offering promotable volumes on all sizes, and we’re seeing retailers take advantage of that with timely promotions tied to football season,” Becker explains. “As we move into January, retailers can transition their messaging to focus on health and wellness; avocados are a great fit for shoppers starting the year with healthier eating habits. In fact, in January 2025, industry avocado volume sales lifted 18% compared to December, which shows how powerful those New Year and Big Game tie-ins can be.”
Becker adds that U.S. demand for Mexican avocados is expected to stay steady and even strengthen into 2026, supported by consistent supply, versatile usage occasions and ongoing consumer enthusiasm for fresh, healthy foods.
Shore says avocados fall into the healthy indulgence category that pairs well with breakfast, lunch, dinner and snacking.
“Consumers can feel good eating such a fantastic, healthy fruit. When it comes to prepared avocado, consumers are looking for convenience without compromising on health and nutritional benefits,” Shore says. “Our AvoFresco brand line of squeeze pouches containing just avocado or guacamole offers a perfect solution. Once opened, the air lock seal keeps air out, keeping the avocado green up to two weeks and making it a great value for the money,” Shore says.
Retail Focus: Driving Sales
Mission Produce works hand-in-hand with its retail partners to drive avocado sales through strategic programming, Becker says.
“Right now, we’re packing Avocados From Mexico’s College Football Playoff thematic bag, which features a rebate on 4-count bags and larger,” she explains. “In January, that same bag will transition to highlight the Big Game, creating a seamless promotional story through football season.
Mission Produce also collaborates on category insights and merchandising strategies that connect avocados to trending consumption moments — from game-day gatherings to healthy New Year eating, Becker adds.
“Our goal is to provide retailers with the tools, timing and messaging they need to maximize sales and engagement all year long,” she says.
Avocados From Mexico leans in on what it calls its “tentpole occasions,” Bazan says — the Super Bowl, Cinco de Mayo and a fall football program tied to college football. It has national programming to capture consumption during those time periods, she adds.
“We work with retailers to either customize programs or offer national ones,” Bazan says. “Our team has a year-round shopper marketing brochure that showcases all national programs and a retailer toolkit that provides information on why avocados matter and how AFM can help support their business.”
She says every retailer has a different objective, so Avocados From Mexico plugs in accordingly, whether it’s customizing programs, working on assortment or merchandising that assortment.
“We bring category intelligence to help retailers grow their business,” Bazan says.
Calavo also works with retailers to fulfill promotions around football and holiday promotions, says Shore, adding that pricing is very promotable.
“Calavo owns and operates facilities across the U.S. with ripening capabilities, and our in-house experts ensure customers receive ripe fruit customized to their needs. Bright ‘RIPE NOW’ PLUs help shoppers quickly identify the ripe avocados.”
Technology and Innovation
In Mexico, Mission Produce’s growers are implementing new technologies and farming practices to enhance avocado quality, yields and postharvest efficiency, Becker says.
“These developments include real-time soil and nutrient monitoring, improved traceability from farm to facility, and refined postharvest temperature and ventilation controls,” she says. “Together, these advancements ensure consistency, freshness and quality at every step — that’s how we deliver the World’s Finest Avocados.”
On the shelf, Becker says ripeness remains the most important factor when shoppers make an avocado purchase.
“That’s where Mission excels — through our custom ripe programs, we deliver perfectly ripened avocados seven days a week, giving consumers the ready-to-eat fruit they’re looking for and helping retailers move more product,” she says.
“Consumers continue to gravitate toward convenience and versatility, which is driving growth in bagged avocados,” Becker adds. “Since 2019, bagged avocado sales have driven the vast majority — 94% — of category growth, and dollar sales have doubled. That shows how clearly shoppers value convenience and quality they can trust.”
Becker says Mission Produce’s avocado bag rebrand, launching in 2026, was designed with today’s shopper in mind.
“And with bagged avocados driving the vast majority of category growth, it’s a critical area for continued innovation,” she adds. “The refreshed design features a clean, modern look with clearer labeling, color cues and recipe inspiration to make the shopping experience easier and more engaging. Inside every bag is the same premium, hand-selected fruit we’re known for; we’ve just made the outside as remarkable as what’s inside.”
Bazan says Avocados From Mexico previously focused on a target that was more Gen X and baby boomers, but that’s changed dramatically.
“That generation had kids, and in the last 12 years, we’ve got this new generation that’s grown up on avocados ... They’re trying it at home; they see it in restaurants.”
Bazan says this influence has led to passion and love for avocados coming from new generations in the U.S.
“When you couple that with the Hispanic population that’s already familiar with the fruit ... that bodes very well for the future in terms of driving demand,” she says.
Bazan notes that in 2024 the FDA recognized avocados as healthy.
“And that was a big deal, because only 5% of foods in the U.S. can make that claim ... That’s really helped us promote the good benefits — nutrient-dense, healthy fats, fiber, essential vitamins and minerals,” she says. “The trend of health and wellness ... is really going to help fuel future demand. This new generation is leaning in on how we can eat healthier.”
And the avocado toast trend is not dead yet, Bazan says.
“It’s actually projected to grow by 42% over the next four years. We want to take advantage of that and own avocado toast,” she says. “It’s no longer just a breakfast dish; it can be a snack, dinner, lunch — convenient and works 24/7.”
