Colombia Seeks to Promote Avocado Exports During Super Bowl

Colombia’s avocado industry is hoping to leverage this Sunday’s Super Bowl to promote the country’s growing exports of the creamy green fruit, especially the sought-after Hass variety. The country claims that it is shipping approximately 70 containers to the United States during the pre- and post-Super Bowl period, meeting the growing demand of US consumers. According to the Colombian Corporation of Hass Avocado Producers and Exporters (Corpohass), this year 1,496 tons of Colombian avocados will accompany the sporting event.

According to Corpohass, 2023 was a historic year for the sector, reaching the export record of 5,125 containers representing a growth of 26.4%, compared to 2022, in which 4,055 containers were sent to the foreign market.

Above graphic: US Avocado consumption is rapidly growing and far outpaces domestic production.

“With last year’s record exports, Colombia, the Country of Beauty, is poised to take advantage of the competitive advantage of this star product, which is also a major driver of the country’s agro-industrial exports and generates quality employment,” said Carmen Caballero, president of ProColombia, Colombia’s national export promotion agency.

In an ambitious strategy to leverage the Super Bowl, ProColombia will promote several Colombian destinations with the Petro administration’s narrative of “the Country of Beauty,” through an ad in the official Super Bowl program, showing the iconic Piedra del Peñol in Guatapé, Antioquia.

The cultivation of Hass avocados in Colombia is concentrated in seven departments, positioning itself as the fourth largest agricultural export from the country. This year, according to Corpohass, exports of this fruit are expected to grow by 56% compared to the previous year.

“This is a great opportunity to present Colombia, the Country of Beauty, as a fertile ground for foreign investment, as a competitive tourist destination and an emerging player in the global economic landscape. We are a promising and dynamic location to do business, poised to play a pivotal role in innovation and global economic growth,” added Caballero.

Katheryn Mejía Vergel, executive director of Corpohass, highlighted that “the Hass avocado in Colombia is distinguished in more than 30 countries for its flavor and its commitment to sustainability in all its dimensions.”

According to data from Corpohass, Colombian agribusiness closed 2023 with record exports, achieving a 26.3% increase in containers shipped to different markets around the world. To continue with this growth in 2024, the sector will work hand in hand to position Hass avocados from Colombia as a benchmark for sustainability.

SuperBowl program ad by ProColombia