Peru has solidified its position as the second-largest exporter of avocados in the world, with nearly 550,000 tons exported in 2024. This significant role in the global avocado market underscores the country’s importance in the industry. Freshfruitportal.com recently had the opportunity to interview José Antonio Castro, the new president of ProHass, a leading institution in the Peruvian avocado industry. Castro expressed his commitment to the avocado sector in Peru, stating that taking on this role is both a great responsibility and a professional contribution to the industry.
As ProHass prepares to celebrate its 25th anniversary in 2024, Castro emphasized the organization’s pivotal role as a reference for the Peruvian avocado industry, both domestically and internationally. With 76,000 hectares of Hass avocado plantations in Peru involving 28,000 producers, the industry faces unique challenges and opportunities. Castro, with his extensive experience in the industry dating back to 2003 and his previous role as a director of ProHass in 2006, is well-equipped to lead the organization in addressing these challenges and maximizing opportunities for growth.
Peru’s avocado industry has made significant strides on the global stage, reaching 69 countries and capturing a 41% share of the European market. Castro aims to further expand ProHass’s representation within the Peruvian avocado export sector while optimizing members’ contributions and fees. His vision includes consolidating ProHass as the leading institution for Peruvian avocados nationally and internationally, emphasizing the importance of collaboration for the sustainability of the industry.
Despite its strong position in the global avocado market, the Peruvian avocado industry faces challenges such as production costs, sanitary pressures, and restrictions on pest control products. Additionally, climate impacts, shipping rates, and supply concentration during certain periods of the year pose challenges to the industry’s growth and profitability. Castro acknowledges these challenges and is committed to addressing them proactively.
On the other hand, the industry also presents significant opportunities for growth and added value. Markets with low per capita avocado consumption offer potential for increased demand through proper availability, quality, and promotion. ProHass is collaborating with Senasa and the Peruvian government to open new markets and expand product offerings beyond fresh exports. Initiatives such as the recent trade agreement with China to export frozen avocados demonstrate the industry’s commitment to diversifying its export options.
In the global avocado market, Peru’s position relative to other producing countries is unique. While Chile serves as a strategic market rather than a competitor, Colombia’s production seasons overlap with Peru’s, and California competes during the same season for the U.S. market. Mexico, with its year-round presence in the North American market, remains the undisputed leader in avocado exports.
Castro’s message to the sector emphasizes the importance of focusing on productivity, exportable costs, and size distribution to ensure profitability. He highlights the need for economic sustainability and investment in promoting the benefits of Hass avocados to increase consumption globally. By prioritizing sustainability and collaboration, the Peruvian avocado industry can continue to thrive and maintain its position as a key player in the global market.
In conclusion, José Antonio Castro’s leadership at ProHass reflects a commitment to driving growth, sustainability, and innovation in the Peruvian avocado industry. With a focus on addressing challenges, seizing opportunities, and promoting the industry’s value on a global scale, Castro’s vision aligns with the industry’s goals for long-term success and impact.