Author: Index Fresh

Seize Summer Sales with Peak California Avocado Supply

Posted on by Index Fresh

Extended Season Means Flexibility and Security

Corona, CA July 15, 2025 – Index Fresh, a global leader in avocado marketing and distribution, is experiencing one of its strongest California seasons in recent years, presenting exceptional promotional opportunities for retail and foodservice buyers as the market landscape shifts. 

California avocados deliver both strong promotional value and reliable supply. With the 2025 harvest projected at 340 million pounds—the largest crop since 2020—and about one-third of the season still ahead, buyers have significant volume available for summer promotions. 

“California’s 2025 harvest delivers a combination of exceptional quality and promotional opportunity. The fruit currently exhibits optimal dry matter percentages, resulting in a creamy taste profile and premium quality,” commented Susie Rea, Sales & Business Development. “Post-harvest ripening and flavor profiles are performing at peak levels, giving buyers confidence in consumer satisfaction and repeat purchases.”

This season’s strong size curve also benefits promotions, with excellent volume in medium and small fruit sizes—ideal for blow-out pricing on 40s and 48s, best timed for backyard barbecues and summer specials.

Limited-Time Offering: Lamb Hass

For the next three to four weeks, buyers have access to a limited-time offering that showcases California’s unique Lamb Hass variety—larger, distinctive avocados that offer differentiation in the marketplace. With creative merchandising and POS support, Lamb Hass can create consumer excitement for specialty promotions.

Extended Season Means Flexibility and Security

With at least six to eight more weeks of harvest, buyers can count on a steady supply of California avocados through the summer and back-to-school campaigns. California pricing is currently in line with Mexico. Meanwhile, uncertainty over tariffs on Mexican avocados makes California fruit a valuable and reliable choice, helping buyers minimize risk as the market navigates evolving trade challenges.

Now is the perfect time to feature California avocados and set your program up for current and future success.

 Index Drops New Website and Packaging

Posted on by Index Fresh

Enhanced Digital Capabilities and Attractive, High-Quality AvoTerra Line Deliver Benefits Across Customer and Grower Networks 

Corona, CA June 30, 2025 – Index Fresh, a global leader in avocado marketing and distribution, has enhanced its supply chain strategy for delivering excellent customer service and growing sales with a new interactive website plus rebrand of its AvoTerra avocado label. The new website drop (indexfresh.com) will be unveiled in advance of the Organic Produce Summit (OPS), July 9 and 10, in Monterey, Calif. (booth #1000) along with attractive, fresh packaging for the AvoTerra brand, always identifiable for high quality and unbeatable value. 

“Index Fresh has been servicing avocado customers for a long time, and we maintain our competitiveness by being out in the field, gaining key insights and adding value for customers who choose to work with us because we are good at helping them grow and sell avocados,” said John Dmytriw, Index Fresh Vice President of Business Development. “Now our toolbox is expanding and we are delivering the same quality services in new ways. I love each story and data point we can share through our enhanced website, because it represents a huge body of work that we want to provide as a benefit to our customers and grower network.” 

Indexfresh.com New Website Features 

Product Portfolio – Learn about our robust offerings and how our experience and diversification set us apart 

Avocado Seasonality – Our supply chain is full due to harnessing unique growing seasons at their peak around the world 

Grower Portal – Dedicated resources and insights gathered from the field over many decades of growing 

“For us, the ideal customer is the one who wants to take advantage of our expertise and act at the best time with confidence,” Dmytriw said. “Our new site is another step in making Index Fresh the right choice in both retail and foodservice avocados.” 

AvoTerra Rebrand Showcase 

Not to be outshined, Index’s AvoTerra brand and its new, attractive retail packaging and overall rebrand will be showcased at OPS. “Our relationship with our customers is everything,” said Kellen Stailey Martin, Vice President of Marketing, “so we are always listening for ways to improve their business. AvoTerra’s brand refresh takes a recognizable and great product line and updates it to excellent. Combined with 

global sourcing and our unique marketing programs, AvoTerra helps shoppers recognize they can have creamy, delicious avocados throughout the year.” 

Index Fresh enjoys global sourcing of avocados and services retail and foodservice customers worldwide. Avocado orchards in California, Peru, Mexico, Chile and Colombia all supply Index customers. The combination of a new and improved website and attractive packaging position Index Fresh and its customers ahead of the competition by strengthening relationships and closing any information gaps between supplier and seller. 

“Our goals with marketing and customer relations are always to ensure everyone is aligned and working toward the same objectives,” Stailey said. “So, in addition to being excited to showcase our work and the results of our brand strategy, we recognize that this rollout is just the beginning. Our ultimate aim is to create an environment where customers feel fully supported to make informed decisions and achieve the best possible results in their avocado sales.” 

The Index Fresh Sales and Marketing Team is inviting avocado aficionados to stop by booth #1000 at OPS to learn more about the new offering and platform. Customers and growers can learn how to add value with industry-specific data, actionable knowledge and sign up for the latest market updates. 

Index Fresh Readies for Ample Peruvian Avocados Starting in May

Posted on by Index Fresh

South American Producer Expands Season with Quality Avocados Available Throughout Summer BBQ Season

Quality Peruvian avocados will be plentiful for US consumers starting in early May and remain available in promotable volumes throughout the summer. Index Fresh, a global leader in fresh avocados, reports that its Peruvian avocado programs will start earlier this year due to higher volumes grown in ideal weather conditions. Peru’s avocado industry has been on a growth trajectory, and US grocers who lock in stable pricing now will enjoy ample, dependable supply for the whole season.

Dalila Rivera

“Peru’s avocado crop is hitting its stride. As new plantings mature and more trees start producing, the whole Peruvian industry has gained experience serving international markets,” said Dalila Rivera, Vice President of Global Sourcing for Index Fresh. “Tariff talk in the US led to some uncertainty, but Peru’s forecast is looking strong, so there won’t be significant changes or interruptions in shipments. We are seeing what could be the best year yet for the top South American avocado supplier.”

Mexico continues to be the primary source of avocados for the United States, but Peru’s increased presence during the May through August window will help maintain inventory levels when summer supply gaps from Mexico cannot fully meet US demand. Peru’s global avocado export volume is projected to increase by over 1/3 this year, which should help stabilize both supply and pricing for US consumers looking to enjoy guacamole and quality avocados during the summer backyard BBQ season. Peru represents the largest sourcing region offering season-long fixed pricing, enabling customers to plan ahead without needing to react to market fluctuations.

In recent years, Peru has increased market share around the globe. In avocados and other agricultural products, Peru has earned a reputation for being a sophisticated producer ready to tap into shipping routes reaching North America, Europe, and Asia. Experience has brought efficiency and competitiveness to the Peruvian avocado industry.

Grocers can lock in pricing now for Peruvian bulk and bagged avocados from Index Fresh. Retailers who take advantage of Index’s value-added ripening services, have seen increased consumer acceptance and repeat purchases. Peruvian avocados will also be promoted and marketed in the US by the Avocados from Peru trade organization. Partnerships in promoting Peruvian avocados have positioned the 2025 season as a breakthrough year for Peru, with an estimated 60% increase in fruit entering the US market, establishing Peru as a more recognized and reliable avocado source for US consumers.

“We have observed our Peruvian program develop with strong commitment over the past several years,” Rivera said. “It is rewarding to supply another high-quality avocado source to a market that is knowledgeable and eager for nutritious and flavorful fruit.”

The Insider | Spring 2025 

Posted on by Index Fresh

Dear Growers, 

The 2025 California avocado season began with great momentum in mid-January, marking an earlier start than usual. Thanks to a short supply of 48s from Mexico during January, we were able to work together to bring California fruit to market just in time to meet the heightened demand during the Super Bowl period. 

Early harvesting primarily consisted of size picks, but the favorable market conditions also allowed growers the opportunity to conduct maintenance and anti-theft picks at competitive price levels. 

Looking ahead, California is poised for a strong crop this year, with volumes expected to be similar to the 2024 season. Last year’s final numbers reached 386 MM pounds across all varieties. For 2025, initial estimates project 355 MM pounds of Hass avocados, 11 MM pounds of Lamb Hass, 8 MM pounds of GEM, and 1 million pounds of other varieties such as Reeds and green skins. 

The U.S. avocado market is currently facing notable challenges. Mexican supply has fallen short of meeting regular weekly demand, and recent tariff uncertainties have further tightened availability. These factors have created robust demand for California fruit at premium prices over the past several weeks. 

With ongoing uncertainty surrounding Mexican supply, retail buyers are increasingly turning to alternative sources to meet their needs. California avocados stand out for their quality, consistency, and reliability—making them a top choice for buyers nationwide. 

GEM avocados are also generating excitement among retailers. Our newly launched California Crema GEM campaign has already sparked enthusiasm from both new buyers and long-standing GEM customers eager to expand their programs. Please coordinate closely with your field representative to ensure a smooth harvest process. 

We’re excited to welcome Agronomist Gerardo Aldunate to Index Fresh full-time this April! With extensive expertise in avocado cultivation, Gerardo will be a valuable resource for our growers and team. Contact Gerardo at galdunate@indexfresh.com to schedule an in-field consultation. 

The Fresh Facts mobile app has been revamped with a sleek design and enhanced features. Growers can now access two years of historical price trends alongside the latest price quote and market insights. We’re committed to delivering cutting-edge tools— reach out with suggestions for future updates. 

Finally, I’d like to personally invite all growers and members of the avocado community to join us at our Grower Appreciation Lunches this May. These casual gatherings are a wonderful opportunity to connect, enjoy great food, and discuss the upcoming season. The lunches will be held on: 

  • May 6th in San Luis Obispo, Wayfarer Hotel 
  • May 7th in Ventura, Brokaw Nursery Long Canyon Ranch 
  • May 9th in Temecula, Temecula Creek Inn 
Keith Blanchard

With appreciation, 
Keith Blanchard

The Insider | Winter 2024

Posted on by Index Fresh

Dear Growers,

As we approach the end of 2024, I hope this newsletter finds you well. The California avocado season has been one for the books, with an impressive increase in volume year-over-year and more fruit than initially anticipated. Our crop estimates fell short of the actual yield, particularly in Ventura County, where we saw exceptionally high yields per acre. We were pleased to continue our leadership position with GEMs and expanded our distribution in 2024. Across all regions Index was successful in delivering above market returns to our growers.

Before we look ahead, I must address the recent mountain fire that devastated parts of Ventura County this November. As the season’s first wind event resulted in a fire, it left a trail of destruction, with over 150 homes lost and substantial avocado acreage damage in Ventura County. While the preparedness of having firebreaks helped, the wind-driven nature of the fire led to its rapid spread. We are still assessing the impact and exploring ways Index Fresh can support our community as they rebuild. Our hearts go out to all those affected by this tragedy.

Looking ahead to the 2025 California avocado season, we remain optimistic about fruit quality. Early indications suggest the crop size will be similar to last year. We’re pleased to see higher projected yields in the South, a positive change from 2024. Ventura County is expected to maintain a similar crop volume, and we anticipate improved yields in the Far North. These factors combined lead us to project a crop volume comparable to the 2023-2024 season, which closed at an impressive 347 million pounds.

We are thrilled to announce that as part of our ongoing commitment to enhancing our grower services, Gerardo Aldunate will be joining Index Fresh full-time next spring. With his extensive agronomy expertise, proven track record in improving yields, and ability to provide tailored solutions, Gerardo will be a valuable asset to our growing community.

In this edition of The Insider, you’ll find valuable insights from our contributors, including an agronomy update, an irrigation automation summary from our recent Seminar Series, and highlights on Index Fresh’s new scholarship programs. We hope you find these articles informative and useful for your operations. As always, we at Index Fresh are committed to supporting our grower community through every season, challenge, and triumph. Thank you for your continued partnership and resilience.

Keith Blanchard

With appreciation, 
Keith Blanchard

The Insider | Summer 2024

Posted on by Index Fresh

Dear Growers,

Since we gathered at this spring’s Appreciation BBQs, we have been on quite a ride, reminding us of the dynamic nature of our work and the globality of our business. Overall, California growers have experienced a good season, with price and volume performing better than expected despite unexpected swings and uncontrollable weather conditions. 

We kicked off June with an industry demand reaching 53M lbs./week at a competitive $1.62/lbs. for 48s. By the end of the second week, we saw the price strengthen +$0.12/ lbs. This upward trend was met with an abrupt shutdown of Michoacán’s supply that sent prices skyrocketing as the market scooped up any available inventory to fill in the gaps. As retailers prepared for their prebooked July 4th ads, prices continued to rise, even reaching $2.10/lbs. for a couple of days. Over the 10-day Michoacán closure, California, Peru, and Colombia all saw significant increases and worked to pull ahead and meet the demand. Retailers raised July 4th promo prices significantly and the slow Mexico restart created concern amongst buyers about quality, leading many to hold off imports even after the market had reopened. The high prices softened demand to 47 – 48M lbs./week (roughly 6M less than we saw in early June).

Mexico’s new season started slowly with the “Loca” crop at approximately 8.5M lbs./avg. week due to low dry matter. This crop was balanced by volume from the “Negra” crop at approx. 18.3M lbs./avg. week. The Mexico volume was coupled with California supplying 18 – 20M lbs./week and Peru entering with 10M lbs./week. With over 60M lbs./week in the market we’ve seen prices drop. Despite that, prices are still quite solid when compared to 2023’s $1.30/lbs. for 48s at this same time.  

California fruit is now estimated to exceed 300M lbs. this season, a much higher volume than the preseason estimate. Looking ahead we see imported fruit from Mexico skewing smaller, as harvests from the old crop come to an end. Volumes from California and Peru are decreasing, indicating that price stability is anticipated as we approach the end of the California season, which is expected to conclude sometime in September. 

A special thanks to the contributors of this edition of The Insider: Gerardo Aldunate for his agronomy update and advisor Dr. Ben Faber for his recommendations on protecting our crops against extreme heat. 

Keith Blanchard

With appreciation, 
Keith Blanchard

The Insider | Spring 2024

Posted on by Index Fresh

Dear Growers, 

It is with gratitude that we enter this abundant 2024 season and to celebrate we’re “breaking bread”, or rather BBQ, and gathering for a series of appreciation lunches for our California grower community. As always, Index Fresh strives to curate social gatherings, agronomist consulting, seminars and newsletters that serve as a source of education and insights on our dynamic industry.

Taking a quick pulse on how this season is stacking up, I’m pleased to see that pricing is averaging almost $.50 above last year, which hovered between $1.10 – $1.15/lb. at the end of April 2023. From a volume perspective California has produced 68M lbs. as of last week (4/29/24), thus far we are seeing volumes very similar to 2023. Following the Cinco de Mayo push we anticipate smaller sized fruit will have a building inventory, however, by Memorial Day Weekend this trend will likely course correct and given the tight Mexican supply, California should continue to experience elevated pricing. We’re seeing a very strong bloom coming on right now, and if our spring weather continues to cooperate, we’ll be set for a promising crop in 2025.

A special thanks to this edition of The Insider’s contributors: Gerardo Aldunate for his agronomy O&A, integrated pest management SME Tom Roberts for his intel on Thrips and Lisa Strickland for continuing to keep us informed on the latest in food safety audits.

Keith Blanchard

With appreciation, 
Keith Blanchard

Avocado + Sweet Potato Add Up To A Newly Nutritious, Delicious, And Versatile Twist On The Mother’s Day Menu

Posted on by Index Fresh

Index Fresh and Bako Sweet champion the combined benefits of high-quality California-grown avocados and sweet potatoes 

Moms spend their lives finding ways to fill their children with nutritious snacks and meals. This year, California-grown sweet potatoes and avocados on the Mother’s Day brunch table can go a long way to returning the favor with superb flavor and nutrient-dense dishes. 

Index Fresh and Bako Sweet have been collaborating to emphasize and reiterate the simple message from Mom that quality counts in food choices. Both California companies pride themselves on providing consistent quality produce to consumers and building strong relationships based on reliability and adding value. The companies are teaming up for sweet potato and avocado giveaways through Instagram @avoterra_by_indexfresh and @bakosweet. 

“Collaborating with Country Sweet Produce and the Bako Sweet brand to raise awareness about healthy menu options is a great place to be for Index Fresh and the Avoterra brand. Both companies have a rich history in California’s agriculture space, and like Index Fresh, Country Sweet Produce is dedicated to bringing healthy, top-quality produce to family dinner tables worldwide,” said John Dmytriw, Index Fresh Vice President of Business Development. 

In recent years, avocados have become a global icon and consumer favorite with U.S. consumption doubling over the past 10 years. Not to be outdone, sweet potatoes are on the rise with 33 percent of households reporting purchasing them in the last year, and home cooks have gravitated toward air-fried sweet potatoes as an easy and tasty meal. 

“Avocados from Index Fresh and sweet potatoes from the Bako Sweet family are a great way to guarantee quality ingredients and thoughtfulness for mom. A major perk for menu-building with avocados and sweet potatoes is the compatibility of these nutritional powerhouses that are Whole 30 and Keto friendly, low-carb options, and special requirements for any health-conscious Mother’s Day guests,” said Sofia Castellanos, Director of Marketing and Advertising for Index Fresh. 

California avocados are in season now so show that special someone how much you care this Mother’s Day. Bako Sweet grows its sweet potatoes in “California’s Sweet Spot” on the family farm in Bakersfield, an area known for having some of the best soils in the world. 

“We are able to provide retailers with consistent, fresh, and quality sweet potatoes year-round!” said Alexandra Molumby, Director of Marketing for Bako Sweet. “We love the newfound consumer-driven trend to pair crispy toasted sweet potato with creamy avocado. It’s a crowd-pleaser and bends to both sweet and savory flavor profiles for ultimate versatility.” 

Both California sweet potatoes and avocados are rich in potassium and important vitamins while being low in the glycemic index and high in fiber. Both are indicated as positive contributors to heart health and an overall healthy diet and lifestyle.