Colombia launches new brand strategy for Hass avocado exports

COLOMBIA – Colombia has introduced a national brand promotion strategy for its Hass avocado exports, emphasizing the fruit’s high quality and the country’s commitment to sustainability.

The new “Avocados from Colombia” label aims to set Colombian avocados apart in the global market, highlighting their environmental, social, and economic benefits.

Hass avocados rank as Colombia’s third most exported fruit and are a significant source of foreign income, supporting over 240,000 Colombians. They are shipped to more than 30 countries, making them a vital component of the national economy.

Katheryn Mejía Vergel, executive director of Corpohass, the industry association behind the initiative, stated, “Colombian fruit will be exported with this brand as a differentiator. Distributors, supermarkets, and consumers prefer it by highlighting its contribution to sustainable development: protection of natural resources, economic impact, job creation, among other factors that offer well-being and quality.”

The new label underscores Colombia’s dedication to sustainable practices in avocado farming. It reflects the country’s efforts to protect natural resources while boosting the economy and creating jobs.

This move not only enhances the global appeal of Colombian avocados but also showcases the nation’s rich biodiversity.

ProColombia, the trade association supporting the brand, drew inspiration from the passion of Colombians for their culture and the natural wealth of their country.

Carmen Caballero, president of ProColombia, expressed confidence in the initiative: “At ProColombia, we are sure that initiatives like this are key to continue positioning the country and its territories in international markets, and continue increasing business with Colombia, the country of beauty, with a focus on sustainability. Count on us to continue supporting you on that path to success.”

The brand was officially launched at a ceremony on the ARC Gloria, the 76-meter flagship of the Colombian Navy, in Antwerp, Belgium. Antwerp is a crucial port for Colombian avocado shipments to Europe, the largest market for these exports.

Jorge Rojas Rodríguez, Colombia’s ambassador to Belgium, attended the event and shared his enthusiasm: “Supporting this launch is a source of pride and joy for the Colombian Embassy. The ARC Gloria brings to Europe all the flavor of Colombian Hass, the love with which our producers cultivate it, the dedication with which they protect the forests, fauna, water, and our mountains.”

The ambassador also highlighted the personal and community benefits tied to avocado farming in Colombia, noting, “Each fruit represents the spirit of their farming hands, which forge a better future for their family and community.”

Colombia’s ideal climate allows for year-round cultivation of Hass avocados, making them a reliable choice for consumers worldwide. This consistent availability, coupled with the fruit’s creamy texture and rich taste, solidifies its popularity.

Colombian avocado growers, deeply connected to their land’s biodiversity, nurture their trees with care, ensuring that each avocado embodies their legacy. The “Avocados from Colombia” label promises consumers a high-quality product that supports sustainable development and local communities.

This new branding effort not only aims to boost sales but also to foster a deeper appreciation for the environmental and social values associated with Colombian avocados.

By prioritizing sustainability and quality, Colombia hopes to strengthen its position in the competitive global market for Hass avocados.

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