California avocado growers are steaming toward an excellent season with strong demand for their fruit as a number of factors have worked in their favor so far this season.

At least that’s the view of Rob Wedin, executive vice president of sales for Calavo Growers Inc., based in Santa Paula, CA. From his perch, which he has been occupying since 1973, he sees the avocado f.o.b. price remaining in a very solid position through the length of the California season.

Westfalia Fruit USA has the benefit of local supply in California and co-ownership of the third largest packhouse in Mexico, giving it a good supply situation for the upcoming months.

All indicators point to a very strong marketing year for the length of the California avocado season, which often means rising f.o.b. prices and the need for creativity to offer value propositions for the consumer.

The designation of March as Women’s History Month perfectly aligns with the start of this year’s California avocado season, which presented the concept to interview the three women that currently sit on the California Avocado Commission.

Del Monte Fresh Produce N.A. Inc. has today announced that it will now be able to offer its customers longer lasting avocados through a partnership with Apeel. When paired with Fresh Del Monte’s high-quality avocados, Apeel’s innovation will allow them to stay fresher two times longer, helping to reduce food waste. With an infrastructure already in place to help support growth in the category, Fresh Del Monte’s new and existing customers will now be able to partner with the brand on their Apeel application.

Avocados From Mexico launched Avocado Nation Studios, the latest digital innovation from AFM that employs data intelligence to offer predictions, recommendations and personalized content tailored to each viewer. Featuring exclusive videos created by a network of content creators, the platform provides fresh and fun ways to engage with the brand.