I am pleased to share that California has enjoyed a strong season so far, with prices remaining notably high for much of the year. While we experienced some price moderation in late July following the summer peak, this season—like last year—has been both prosperous and overwhelmingly positive. The steady demand and robust pricing continue to reflect the exceptional quality and premium reputation that California avocados command in the market.
The California crop estimate was revised from 375M to 340M lbs. in May, and the current trajectory looks to be on track to meet that mark. By late July, we’re nearly 80% through the season, with over 260M lbs. harvested. The South region saw exceptional gains, with harvest up 60% compared to last year.
We wrapped up the GEM season in early July, and it was a clear success. Fruit movement was steady, demand consistent, and Index Fresh closed with a record-high 51% GEM market share. Grower returns per bin were strong, overall quality looked good, and the California Crema GEM brand launch received enthusiastic retail response across the country.
Weather has been largely stable, with no major spikes impacting the crop. I’d like to thank our agronomist, Gerardo Aldunate, for working closely with many of you to improve yields and implement new techniques. Gerardo and our Field Reps led an engaging series of Gather & Grow In-Field events in June and July, with more regional events planned this fall, including pruning and girdling demos.
Looking ahead, I’m excited about new acreage coming for 2026 and the strong prospects for next year’s Hass and GEM crops. Your partnership and commitment to California avocado excellence continue to inspire us. Thank you for your trust and the privilege of working alongside you.
As the summer season arrives across California’s avocado groves, it’s the perfect time to revisit best practices for tree health and fruit quality. In June and July, our team at Index Fresh hosted regional Gather & Grow in-field meetings to discuss pressing seasonal topics with growers. For those who couldn’t attend, we’re sharing the highlights and actionable tips below so your orchard can thrive through the critical months of July to September.
Understanding Phenology: Setting the Stage
Avocado trees are finishing the demanding flowering and fruit set phases. These have required significant tree energy. Now, exponential fruit growth begins, coinciding with key periods for shoot and root development. Your summer decisions will have a lasting impact on fruit size, yield, and tree vigor throughout the season.
Summer Cultural Practices for Success
Fertilizer Plan
The next 12 weeks mark rapid fruit growth—a stage of high demand for nutrients, especially nitrogen, potassium, and zinc.
Adjust your fertilizer applications to match both crop load and shoot growth. A targeted plan now supports both developing fruit and new canopy.
Irrigation Management
Well-timed, adequate irrigation is essential during early fruit development. Good water management reduces fruit drop and maximizes fruit set.
As temperatures rise, shorten intervals between irrigations to minimize stress and optimize fruit size. Monitor your soil moisture and tree needs closely.
Pruning Practices
Goals: Improve light penetration, make harvesting safer and easier, streamline spray coverage, and ultimately maximize yield and fruit quality.
How-To:
Cut back the tallest branches to lower tree height.
Remove branches growing into adjacent trees or work alleys.
Eliminate poorly placed, crossing, or weak shoots.
Remove dead wood for canopy health.
Maintain a healthy balance between fruit- and leaf-producing shoots.
Protect newly exposed branches from sunburn with a water-thinned white paint.
Disinfect pruning tools between each tree to prevent disease transmission.
Mulching for Roots and Soil Health
Mulch renewal is timely now. A fresh layer:
Promotes fine root growth.
Suppresses Phytophthora root rot.
Improves vigor by keeping soils cooler and more moist, with better nutrient and water retention.
Heat Management Strategies
With peak summer heat possible, water is your first line of defense.
Apply up to 50% more than your typical irrigation volume the day before an anticipated heatwave.
Use shorter, more frequent irrigations during heat events to reduce crop stress and prevent fruit drop.
We encourage you to review these practices with your Field Representative and adapt them to your unique conditions. As always, Index Fresh remains available for consultation or in-grove advice—reach out if you would like personalized recommendations.
Overhead sprinkler systems are proving to be a powerful tool for protecting avocado orchards from extreme heat. Research has shown that using these systems can drop the air temperature around avocado trees by 7–12°F, providing a critical buffer against heat waves that can cause stressed trees to shut down and crops to suffer severe damage (Miller et al., 1963; Lomas and Mandel, 1973). More recently, a 2022 study published in Nature documented how Israeli researchers saw up to a 100% increase in avocado yields when using canopy-cooling systems during heat spikes. In trials across three Israeli orchards—where temperatures soared to 113°F—overhead irrigation reduced air temperature by 18–21°F and boosted relative humidity by 16–18%. While the concept isn’t new or particularly high tech, the adoption of overhead sprinklers in avocado farming is on the rise as growers seek practical strategies to mitigate the growing challenge of extreme heat.
Evapotranspiration is the key process at work. As plants transpire, they release water vapor through their leaves, cooling the surrounding air—a natural effect similar to condensation on a cold glass. Overhead sprinklers amplify this cooling by adding moisture directly to the orchard environment, resulting in even greater temperature reductions and increased relative humidity.
At Brokaw Ranch Company in Santa Paula, nearly 50 acres are equipped with overhead sprinklers—an investment in preparation for the inevitable 100-degree days of August and September. Ranch Manager Nathan Lurie reports that the system is effective, and the ranch now considers overhead sprinklers standard practice with all new plantings.
Hot temps trigger avocado trees to close their pores
When temperatures rise above 88°F, avocado trees will start to enter the danger zone. Their stomates—leaf pores crucial for gas exchange—close to conserve water under intense heat and low humidity. This defense mechanism, however, restricts both water uptake and respiration, stunting photosynthesis. If these high temperatures persist, trees can experience fruit drop, reduced yields and size, and, in extreme cases, fatal stress. Because avocados are tropical trees with shallow root systems, they are especially sensitive to heat events, which are becoming increasingly common in California’s avocado regions.
According to Lurie, advances in weather forecasting allow growers to anticipate and prepare for heat waves with precision. One of the best preventive measures is to increase ground irrigation in the days ahead of a forecasted heat spike. During a heat event, orchards equipped with overhead sprinklers, like Brokaw’s, activate the system hours before temperatures reach their peak. Water supply and pressure limitations mean not all orchard sections can be irrigated simultaneously, so the sprinklers are cycled in advance to rotate through each section.
The overhead sprinkler system, 16 sprinklers per acre, disperses large droplets for about 15 to 20 minutes in each area—just enough to ensure the canopy is evenly moistened. Lurie explains that this system strikes an optimal balance: it maximizes canopy coverage while still conserving water.
The overhead sprinklers complement increased ground irrigation. By cooling the canopy, the sprinklers help keep the stomates open, allowing trees to continue metabolizing and making use of the extra irrigation, instead of shutting down under heat stress.
Overhead sprinklers are especially vital for newly planted trees in heat-prone areas, giving them a greater chance to survive their critical establishment years. For mature trees, the system helps prevent crop losses and canopy/limb damage from severe sun burn.
“Overhead sprinklers help prevent loss from heat damage to the current crop and often next year’s crop. In extreme heat, you could be looking at limb damage and reduction of crop even two to three years out,” notes Lurie.
While growers in other crops have used overhead sprinklers for decades to mitigate heat and frost, avocado growers are only now widely adopting this technology. Much of the foundational research comes from Israel, where heat challenges mirror those California now faces—especially in the southern regions and inland Ventura County.
For growers considering this enhancement, Index Fresh Field Representatives can assist in evaluating and implementing overhead sprinkler systems, offering guidance where the return on investment may be substantial—particularly if the alternative could mean significant crop or tree loss.
Welcome to our Gather & Grow Summer Series Gallery! This season, Index Fresh’s Field Team brought together California growers for hands-on, in-field learning and community-building. Guided by Agronomist Gerardo Aldunate Velasco, our sessions focused on practical skills like pruning techniques and heat mitigation strategies—all shared through live demonstrations and collaborative discussion.
Thank you to everyone who participated, supported, and helped make these events a success. We hope you enjoy these glimpses into our summer series and the vibrant community we’re growing together. Stay tuned for updates on future in-field events!
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.
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.
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.
“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 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
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.
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.
With appreciation, Keith Blanchard
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