Mexico's new avocado season is advancing positively, with prices rebounding after a period of lows. Manuel Cerda Morales, president of Apeamex, reports that fruit is now selling at 45 pesos per kilogram for trees, reflecting a meaningful market recovery. Industry participants are expressing optimism heading into the new season, with the FIFA World Cup — being hosted across the U.S., Canada, and Mexico starting June 11 — expected to generate a significant demand boost.
This marks a distinct new development from the force majeure situation that defined recent avocado coverage: the new season is beginning, prices have recovered from their lows, and a major demand catalyst is now entering the picture. The World Cup has historically been one of the strongest demand events for avocados given guacamole consumption, and with the tournament hosted in North America this year, that demand surge is especially relevant to U.S. retail and foodservice buyers.
Category managers should be watching how quickly new-season Mexican volume scales up relative to demand, and whether the World Cup demand spike creates any short-term supply pressure during the group stage weeks in June and July.