“Avocado to become the new tomato”Avocado giant Mission Produce to enter the European market
Mission Produce was founded in 1983 and has since grown to become a global leader in the avocado industry. An experienced and knowledgeable field staff, highly efficient packing facilities, an international distribution network, a progressive marketing force and a global grower base all contribute to Mission’s success and future development.
Because of an ever-growing demand for avocados, providing the market with a consistent supply of quality fruit was something that California could not do alone. Mission recognized this fact in 1985 when it became the first US company to import avocados from Mexico. A year later in 1986, Mission was first to import avocados to the US from Chile. Today, Mission can add Peru and New Zealand to the list of countries that provide a source for avocados.
With crop seasons unique to each country of origin, there is an adequate overlap of fruit availability during the calendar year. As avocado consumption continues to grow, Mission intends to be the key player in the global sourcing marketplace.
Expanding beyond North America, Mission also sells into Asian markets, as well as Europe. Beginning in 2013, Mission established a foothold in the European market by opening a distribution facility in Hazeldonk, in partnership with Mooy Logistics.
Hired as Export Sales Manager for Europe, Ine Potting is responsible for sales in Europe. Previously Ms. Potting worked for Minnaar, Jover and Hoogsteder (Greenery) and is beginning her second year with Mission. “We started from scratch in Europe, and each day we are progressing more. We intend to strengthen our European operations by being selective with our customer choices and managing the availability of fruit. We found the perfect location with Mooy Logistics, right in between the two most important European ports of Antwerp and Rotterdam,” says Ms. Potting.
Avocado, the new tomato!
Ms. Potting is currently focused on market research in Europe. “We see an enormous potential for avocados in the European market. Average consumption in North America is 2.6kg per capita; whereas in Europe this is only 0.56kg—but is on the rise. We feel that this trend will continue as more people recognize the importance of a healthy lifestyle, and how avocados can contribute to healthy eating. I am convinced that the avocado will become the new tomato!,” says Ine.
Another factor in spurring consumption is providing ripe avocados to the consumer. Mission pioneered avocado ripening in North America, and believes that establishing ripe programs will improve the product’s growth acceptance in Europe.
“Some consumers want to eat an avocado immediately, some after a few days, and some after a week. Mission is a ripening specialist, and we’ve seen sales quadruple by doing a perfect ripening job,” according to Ms. Potting.
“In Europe, many supermarkets want to buy as close to the source as possible, and Mission’s global reach allows us do to that. Depending on market conditions, we can supply Europe on a year-round basis from various countries of origin, and we are consistently looking for additional sources of supply to fill growing demand worldwide.”
For more information:
Mission Produce Europe
Tel: +31 (0)180-454790
Mob: +31 (0)6 1006 4341
Email: [email protected]
Publication date: 6/13/2014