‘Fuerte’ is the new king of smooth-skinned avocados


Axarfruit confirms an increase in demand of green-skinned avocado varieties as an economic alternative to Hass

Although they continue to be in the minority compared to the top variety (Hass), Fuerte and Bacon are starting to make “quite a prominent” niche for themselves amongst consumers. They are good quality, as well as being cheaper than Hass. Both of which are reasons for the rise in demand on the traditional channels. You only have to walk around any market. Álvaro Martínez, manager of Axarfruit, confirms this trend, stating that “price is the predominant factor.” And this is not just the case when referring to the choice of some varieties over others. It is also the reason for stopping looking at the labels, at least with regard to origin. “It is becoming increasingly complicated to defend the Spanish origin. Consumers want fruit at a good price and that cuts well.” And nothing else. Added to this is the proliferation of sources, which all converge during the same commercial window.

Great boost

This year Axarfruit continues to show a two-figure growth rate and in this 2019/20 campaign it predicts increasing its business volume by approximately 28%, exceeding 15 million kilos of avocados, mangos and lemons, both conventional and ecological.

The company from Malaga, established in 2013, currently has 100 h of its own ecological production, as well as produce from reliable suppliers at other origins (Peru, Mexico, Chile and Colombia), which it uses in counter season to continue supplying its clients.

Amongst its next challenges is the start up of some new installations in Vélez-Málaga, which will allow it to improve its logistics and extend its capacity; as well as the company’s foray into the processed produce world, through the development of a line of pre-prepared and pre-cooked products on which work is already being carried out, Martinez explains.

Axarfruit will be present at Fruit Logistica on a stand located in Hall 11.2 B-04, where it will meet up with both consolidated and potential clients to inform about its new developments and continue forging alliances.

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