Tag: Feature

California Crema GEM Campaign Enters Second Season

Posted on by Index Fresh

It’s another standout season for California Crema GEM Avocados, as Index Fresh builds on last year’s successful launch with expanded distribution, fresh in-store execution, and growing shopper awareness. From April through June, California Crema GEMs once again showcase a premium California-grown variety known for its golden-flecked, dark skin, rich nutty flavor, and high-density nutritional value.

California Crema was created to shine a spotlight on the GEM variety and the growers behind it, pairing limited-season availability with an elevated, story-driven brand. Now in its second year, the program is gaining traction with retailers who see the opportunity to differentiate their avocado set, feature a seasonal California item, and engage consumers who actively seek out local, sustainable choices.

On the shelf, California Crema packaging continues to do a lot of heavy lifting.

The bright, radiant design pops in the produce aisle, while much of the product line uses home-compostable cellulose net bags, recyclable paper film, and certified home-compostable PLUs to keep the brand aligned with environmentally mindful practices.

Retail partners are leaning into that story. Many are featuring California Crema GEMs in bagged and bulk sets, building displays, and using point-of-sale materials that highlight variety, flavor, and California origin. Index Fresh is supporting those efforts with promotional kits, a dedicated CaliforniaCremaAvocados.com website that offers recipes and ripeness tips, and seasonal pricing programs designed to help retailers move volume while maintaining a premium position for GEMs.

As you’ll see in the photos in this newsletter of California Crema GEMs showing up in more stores, more prominently, and with stronger storytelling than ever before. That momentum reflects the quality fruit you produce and the shared commitment to grow and pack GEMs in a way that meets the expectations of today’s retail buyers and consumers.

Thank you for your continued partnership in bringing California Crema GEM Avocados to market. We look forward to building on this season’s success and further elevating the GEM variety in the years ahead.

Spring 2026: Key Avocado Cultural Tips

Posted on by Index Fresh

As spring arrives across California’s avocado groves, growers are navigating a critical season marked by earlier and more robust flowering and fruit set compared to last year. In March and April, our team at Index Fresh hosted regional Gather & Grow in-field meetings to address the most frequently asked questions about managing this promising crop. For those who couldn’t attend, we’re sharing the key insights and actionable recommendations below to help your orchard capitalize on this excellent early-season performance.

Understanding This Season’s Phenology

This spring has delivered notably good and early flowering and fruit set compared to 2025. Trees are in the midst of critical flowering, fruit set, and spring flush; all highly demanding phases that require strategic nutrient and water management. The decisions you make now will directly influence yield, fruit size, and tree vigor for the remainder of the season.

The Critical Role of Nitrogen in Fruit Set and Growth

Recent California research with Hass avocados has demonstrated that nitrogen fertilization timing during spring is one of the most important factors influencing annual yield:

  • Spring applications align with the tree’s peak demand during flowering and fruit set.
  • The increase in yield is largely attributable to increased mean fruit size rather than just fruit number.
  • Fruit nitrogen accumulation begins in April and continues through October, with 500 mg N total uptake per fruit—300 mg during the first exponential growth period (July-October) and an additional 200 mg during the second exponential period the following spring as fruit matures (Rosecrance et al., 2012).

Spring Cultural Practices for Success

(Click to expand each section)

Spring is the time of highest nutrient demand as trees simultaneously support flowering, fruit set, and spring flush:

  • Increase fertilization with emphasis on nitrogen to feed the current crop while supporting vigorous flowering and fruit set.
  • Nitrogen applied now has a direct effect on avocado yield, research shows that cumulative yield over consecutive years increases significantly when additional nitrogen is applied at specific phenological stages, particularly at anthesis and fruit set (Lovatt, 2001).
  • Developing fruit accumulates nitrogen steadily from April through October, with 300 mg N per fruit taken up during the exponential fruit growth period from July to October (Rosecrance et al., 2012).
  • Spring applications capitalize on the tree’s high demand during flowering and fruit set, with benefits extending to increased mean fruit size (Godall et al., 1965).

Based on bee activity monitoring data from across our growing regions, we’re recommending adjustments to pollination support:

  • Increase the number of beehives per acre to ensure adequate pollination during peak bloom.
  • Diversify bee locations throughout the ranch, with placement adjustments based on ranch size and topography.
  • Monitor bee activity regularly to confirm adequate coverage during critical flowering periods.

Spring conditions create favorable environments for several key pests and diseases:

  • Avocado Lace Bug and Thrips: Implement monitoring and control programs now to prevent population buildup.
  • Root Rot Spring Control: Apply fungicides and/or potassium phosphate as preventive measures during this vulnerable period.
  • Targeted Treatment: Use spot control with granular fungicide on individual trees showing symptoms rather than blanket applications.

As temperatures rise and trees enter exponential fruit growth, water management becomes critical:

  • Increase irrigation hours to meet rising tree demands.
  • Primarily focus on increasing irrigation frequency rather than duration to maintain consistent soil moisture.
  • Make adjustments based on specific ranch conditions including weather (ETo), soil type, root depth, and tree size.
  • Adequate spring irrigation reduces fruit drop and supports optimal fruit set.

This season presents an opportunity to combine pruning with harvesting for maximum benefit:

  • “Picking and Pruning”: Harvest entire branches (removing all fruit) to accomplish later pruning goals while collecting marketable fruit. This technique achieves early pruning benefits while maximizing harvest efficiency.
  • Focus on pruning branches with flowers but no leaves, as well as new shoots that won’t contribute to current production. This approach improves light penetration, reduces future harvest difficulty, and maintains productive canopy balance.

We encourage you to work with your Field Representative to tailor these practices to your specific orchard conditions. With the promising early flowering and fruit set we’re seeing this season, proper spring management will be key to converting this potential into a strong harvest.

Index Fresh remains available for consultation and in-grove guidance. Reach out if you would like personalized recommendations for your operation.

Here’s to a productive spring season!

Gerardo Aldunate
Agronomist

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.”

Index Fresh Launches California Crema™ Gem Avocados

Posted on by indexfresh

It’ll soon be the “time to shine” for avocados wearing the California Crema label offered exclusively by Index Fresh, a global avocado production, distribution, and marketing leader. Icons of the Golden State, California Crema Avocados are the GEM variety — gold-flecked, deliciously creamy, and in season annually between April and July, while supplies last. 

This season, avocado lovers will discover something extra special with California Crema. The unique offering is harvested by California farmers, packs tons of flavor and nutritional density, and pairs resilience with responsibility. Sold bagged and in bulk with eye-catching, innovative packaging, California Crema sets itself apart from other avocado options on the market.

“Feedback on GEMs has always been through-the-roof positive, so we are very bullish on their potential to wow nationwide,” said John Dmytriw, Index Fresh Vice President of Business Development. “They perform outstanding in taste tests and have distinctive qualities like gold-flecking and an easy-to-peel skin. The new California Crema brand draws consumers into this limited release offering, with stand-out marketing that educates and creates excitement around the GEM variety that we are proud to have helped put on the map.”

“Rich, creamy avocados are already staples of California cuisine and the go-to ingredient for restaurants and home chefs that want to deliver on exceptional flavor,” said Kellen Stailey Martin, Index Fresh Vice President of Marketing. “The market is ripe for a delicious new variety that sparks excitement and pays attention to the rising consumer demand for more environmentally mindful packaging. California Crema brings all these key elements to life and partners with farmers who have invested years in cultivating a promotable level for the 2025 crop.” 

GEM avocados are often associated with farming practices that strive to minimize their environmental impact, like growing on compact trees that have a more dense and efficient fruit set, producing more within a smaller footprint. The fruit grows inside the lush canopy where they are insulated from direct sun and more resilient to extreme weather. The California Crema program also harnesses sustainable initiatives through incorporating recyclable paper film, certified home-compostable PLUs and net bags, and biodegradable cartons into the product line. “We are excited that California Crema will elevate the GEM variety’s already beneficial farming practices with packaging designed to reduce the environmental footprint,” Stailey Martin notes.

Contact your Index Fresh Sales Representative for more information on the California Crema bulk and bag programs and visit CaliforniaCremaAvocados.com learn more.