Bringing the Heart of Colombia to Your Table, One Avocado At a Time

The Rise of the Hass Avocado in the United States

In 1926, Rudolph Hass, a U.S. mail carrier and amateur horticulturist in La Habra Heights, California, planted an avocado seed that would give rise to a game-changing variety. The resulting tree produced fruit with a distinctive pebbly skin, rich flavor, and creamy texture that set it apart from the more common green-skinned varieties of the time.

Recognizing its potential, Hass patented the tree in 1935 and partnered with a local nurseryman to propagate it. The variety gradually gained popularity among California growers and consumers, especially for its superior taste and ability to withstand shipping. By the 1960s and 1970s, the Hass avocado had become the dominant variety grown in California, laying the groundwork for its rise as the leading avocado variety in the U.S. market.

During this period, the Hass variety also began to expand beyond California, taking root in other avocado-producing regions such as Mexico, Chile, Israel, and South Africa—setting the stage for the global rise of the Hass avocado.

Global Market Shifts

The 1990s and 2000s marked a turning point for avocados on the global stage—especially the Hass variety, which won over consumers with its creamy texture, rich flavor, and versatility. As health-conscious lifestyles became more mainstream, avocados took center stage in conversations about nutrition and wellness.

Public campaigns highlighted avocados as a source of “good fats,” emphasizing their heart-healthy monounsaturated fats, along with essential vitamins, minerals, and fiber. Despite this strong nutritional profile, avocados initially faced skepticism due to their fat content. But thanks to persistent industry efforts, consumer education, and a growing body of nutrition research, attitudes began to shift.

A major milestone came in 2002 with the establishment of the Hass Avocado Board (HAB). The organization played a central role in promoting the fruit’s health benefits, investing heavily in scientific research and consumer outreach to reinforce avocados as a smart, nutritious food choice.

These efforts, combined with increased availability due to growing U.S. production and imports from countries like Mexico, Chile, and Peru, helped fuel a surge in demand. Per capita consumption in the U.S. began to rise significantly, climbing from 1.5 pounds in the early 1990s to 3.5 pounds by 2006, signaling a new era of widespread consumer enthusiasm for the avocado.

Laying the Foundation for Hass Avocado in Colombia

During the early 2000s, global demand for Hass avocados surged, driven by strong consumer interest in the United States and growing appetite across Europe. Recognizing the opportunity to compete internationally, Colombian growers began making strategic investments to modernize production and align with export requirements.

This decade marked a period of transformation. Growers increasingly transitioned from traditional avocado varieties to the globally preferred Hass cultivar, incentivized by higher international prices and expanding market access. Variety trials and orchard conversions became more common, especially in the Andean regions with optimal growing conditions.

Colombian institutions such as AGROSAVIA and the Colombian Agricultural Institute (ICA) played critical roles during this time. They advanced grafting techniques, guided orchard planning, and supported the implementation of phytosanitary practices essential for export approval. ICA also began enforcing regulatory frameworks required for access to key international markets.

At the same time, growers and producer groups focused on strengthening business practices. Technical training programs emphasized post-harvest handling, cold chain management, and traceability—all vital to maintaining fruit quality during transit. This period also saw increased awareness of the need to upgrade infrastructure, including transportation, packing facilities, and compliance with international standards related to quality, sustainability, and other certifications.

By the close of the 2010s, Colombia was building the technical, institutional, and logistical foundation needed to emerge as a competitive player in the global avocado industry and setting the stage for rapid export growth in the following decade.

Building the Export Framework

Throughout the 2010s, Colombia made substantial progress in aligning with international standards to access and grow in the U.S. avocado market. Working closely with the U.S. Department of Agriculture’s Animal and Plant Health Inspection Service (APHIS), Colombia—through its national plant health authority, ICA—established rigorous systems for monitoring, inspection, and certification. These efforts ensured compliance with U.S. phytosanitary requirements and helped build trust in Colombia as a reliable, high-quality supplier.

In 2013, Productores y Exportadores de Aguacate Hass de Colombia (CORPOHASS) was established. It was founded to unify and represent Colombia’s Hass avocado producers and exporters, focusing on export readiness, quality standards, and international market development.

While Colombia had already been building its reputation in the European market, entry into the U.S. market demanded even higher benchmarks. What began as cautious interest from U.S. buyers evolved into strong confidence, fueled by Colombia’s performance and the market’s expanding appetite for avocados. Between 2010 and 2020, U.S. per capita avocado consumption more than doubled, surpassing 8.5 pounds per person—a trend that further reinforced the need for new, dependable sources of supply.

In 2017, APHIS officially authorized the importation of Colombian Hass avocados into the U.S. market. The first commercial shipments followed in 2018, originating from Antioquia, one of Colombia’s key growing regions. Since then, exports have grown steadily, signaling not only the strength of Colombia’s avocado industry but also the beginning of broader economic opportunity for rural communities across the country.

Accelerating Growth and Industry Leadership

A defining moment during this period was the official establishment of the Colombia Avocado Board (CAB) in 2020 under USDA oversight. Created as part of the Hass Avocado Board family, CAB was tasked with promoting Colombian avocados in the U.S. market, through targeted marketing campaigns, retail partnerships, and research-driven initiatives. Its formation marked a strategic shift from simply accessing the U.S. market to building a strong, trusted presence within it.

From 2020 and 2023, Colombia entered a critical phase of growth. What began as a new entrant in a competitive marketplace quickly evolved into a country of serious commercial interest. By 2023, Colombia was shipping 30 million pounds annually of Hass avocados to the U.S.- an achievement that reflected the industry’s increasing credibility and market traction.

This progress was made possible by coordinated international efforts.  Growers, exporters, importers government agencies, and industry organizations worked together to strengthen quality control, post-harvest practices, and cold chain logistics. The collective commitment not only improved product consistency but also signaled to U.S buyers that Colombia could meet high standards at scale.

While some challenges remained, these were met with resilience and unity.  The Colombian avocado industry was no longer viewed as a newcomer – it had begun to establish itself as a reliable, high-quality supplier with the infrastructure, professionalism, and ambition to compete in the U.S. market.

Expanding the U.S. Presence

In 2024, Colombia exported an estimated 80 million pounds of Hass avocados to the U.S.—a remarkable increase of nearly 166% compared to the previous year. This surge reflects both improved productivity and strategic industry development. Advancements in avocado rootstock, combined with maturing orchards, are contributing to stronger yields and more consistent supply.

As the Colombian industry grows, it continues to prioritize quality and reliability—two pillars critical to sustaining long-term partnerships with U.S. retailers and foodservice buyers. Efforts to strengthen post-harvest practices and maintain cold chain integrity remain central as larger volumes enter key markets across the country.

Consumer awareness is also evolving. More shoppers are encountering Colombian avocados in stores, gradually recognizing the country as a trusted source of high-quality fruit. This visibility is supported by increased retail placements and marketing campaigns that position Colombia as a rising origin in the global avocado landscape.

In 2025, Colombian avocado exports to the U.S. are projected to reach approximately 150 million pounds, continuing the country’s upward trajectory and reinforcing its position as a key supplier in a rapidly growing market.  This sustained growth not only supports rising consumer demand but also reflects the industry’s increasing maturity, scale, and operational reliability.

Looking ahead, the Colombia Avocado Board (CAB) has outlined an ambitious goal in its strategic plan: to reach 330 million pounds annually in the U.S. market by the 2029/30 season.  Achieving this target will require ongoing investment in orchard development, infrastructure, and supply chain efficiency – alongside a continued commitment to quality, sustainability, and market engagement.