The Packer
By Tracy Rosselle
July 11, 2001
Buyers looking to offer their customers a diet-friendly alternative to the hass avocado again have their chance as Florida’s avocado season begins. Most varieties of Florida green-skin avocados, especially early in the season, have significantly lower levels of oil content. The varieties can be a low-fat, low-calorie option for shoppers who believe all avocados are diet disasters.
Homestead-based Brooks Tropicals, Inc. has invested heavily in promoting Florida avocados for their favorable nutritional characteristics. In 1997, the company launched its Brooks Lite avocado program. The first-of-its-kind marketing effort led to a merchandising success story others are emulating.
SEASON STARTING
The Florida avocado season, in fact, just got under way the first week in July. Shipments will carry through February. Last season’s total of 1.005 million bushels was 19% higher than the previous season and the biggest year since the pre-Hurricane Andrew season of 1991-92, according to the Florida Agricultural Statistics Service, Orlando. At an average price of $14.60 per bushel, Florida’s avocado industry generated more than $15 million last year.
California’s avocado industry, by comparison generated nearly $360 million on about 6 million bushels of production. Schnebly said heavy rains in south Florida last fall left avocado trees in low-lying areas in standing water for several days. Some acreage was lost, and production could be down substantially this season, he said.
LESS THAN LAST YEAR
The Florida Lime & Administrative Committee, Homestead, estimates this season’s production at 950,000 bushels. Mike Vanderbeek, vice president of C-Brand Tropicals Inc., Goulds, Fla., agreed that production should be off last year’s million-plus pace. "Some growers say they could be off 20%," he said, "but I would tend to say industry wide it’s off by more like 10%.
Reprinted by permission of The Packer. The Packer does not review or endorse products, services or opinions.
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