The avocado market is gearing up for a high-volume summer, with heavy promotional activity already underway across North America. Industry players are optimistic the market can absorb the volume, pointing to last summer as a successful blueprint where near-weekly promotions helped move large quantities without tanking prices. The question is whether demand will keep pace with what's coming.
Avocados have been running at elevated prices recently, so a surge in summer volume could provide some relief for buyers who've been dealing with tight margins. But distributing that volume effectively will require coordinated promotional planning between buyers and suppliers — the window to get those deals in motion is now.
This is a category to watch closely heading into Memorial Day and through Q3. If promotions land well and demand responds, it could be a strong run. If volume outpaces absorption, prices could slide fast.