How to Sell Your Avocados in the European Market
You've got a bunch of avocados that are perfectly ripe and ready to go. But you don't know the first thing about selling them in Europe.
We can assure you, you're not alone.
The European market can be tricky to break into if you don't know what you're doing. But have no fear - this article will give you the inside scoop on everything you need to know to get your avocados into the hands of European consumers.
With these tips, you'll be more ready to tap into the growing European demand for avocados.
Let's get started with our key considerations to start selling in Europe.
P.S. If you want to learn more about what regulations and standards you must follow, read European Regulations 101 when Exporting Avocados to Europe.
P.P.S. If you want to know how to handle shipping and logistics, read Cold Chain Management 101: Best Practices for Europe.
Decide how you want to sell your avocados
Green avocados
When beginning to export avocados to Europe, you might want to play it safer. If so, sell your avocados green and unripe.
European grocers and consumers prefer under-ripe avocados so they can ripen them at home. Ship the avocados immediately after picking them and transport them under refrigeration to preserve freshness.
Green avocados have a shelf life of up to 2-3 weeks when properly stored, giving retailers ample time to sell them. However, green avocados may be less appealing to customers used to buying ready-to-eat fruit. You'll need to educate them on how to ripen avocados at home.
Ripe avocados
Selling ripe, ready-to-eat avocados is convenient for customers but risky for you.
Avocados ripen quickly after picking and only last 3-5 days before over-ripening. Careful temperature control during shipping and distribution is essential.
Ripe avocados must be sold and eaten immediately before spoilage, so timing delivery with a retailer's needs is critical. If done right, ripe avocados can command a premium price from customers and build loyalty for your brand. However, spoilage and waste are significant risks that could erase your profits.
Ultimately, you must weigh the pros and cons of each approach based on your capabilities and target customers.
With proper controls and education, green or ripe avocados have their place in the European market.
Know your client
Ripening facilities
If you’re selling to ripening facilities, remember they want avocados that will ripen well and have a long shelf life. Focus on varieties that ripen slowly and evenly, like Hass or Fuerte.
Also, size does matter here - they prefer medium to large fruit.
Offering a ripening protocol and guidance will make you an attractive supplier.
Traders
To maximize flexibility, traders buy and sell avocados to grocers, food service companies, and wholesalers.
Provide a mix of varieties, sizes, and ripening stages. Be prepared to supply on short notice and in large volumes. Having a consistent and reliable supply chain is key. Build a personal relationship with traders and understand exactly what they and their customers want.
The European avocado market is complex, with many layers between growers and consumers.
Do your homework to determine who your target customer is, what they need, and how you can optimize every step of your process to cater to their needs better than the competition. Providing excellent customer service, high-quality produce, and a steady supply will help establish you as a trusted trade partner in Europe.
Which avocado caliber are you selling?
Caliber
The size, shape and ripening stage of your avocados play an important role in determining which European markets they will sell best in.
European consumers prefer smaller avocados, especially in Mediterranean countries like Spain, Italy, and Greece. Hass avocados between 150 to 220 grams are ideal.
Larger fruit may be a harder sell, so you'll want to target northern European markets like the UK, Germany and France for bigger sizes.
Shape
Avocados with an oval shape and unblemished, deep green skin are considered most desirable. Misshapen or irregular fruit can be more difficult to peel and slice, so they may not command as high of a price.
Considering these factors and targeting the right markets for your avocados will help ensure you get the best price in Europe.
While there are certain preferences, quality always triumphs, and avocados that look, feel, and taste their best will sell, no matter the size, shape, or market. The key is starting with a premium, unblemished fruit at the perfect ripeness stage for shipping.
Understand the market value
To successfully sell your avocados in Europe, you need to have a firm grasp of their market value and how it fluctuates based on the season.
European consumers are willing to pay a premium for high-quality avocados, especially when they are out of season locally.
Know the seasons
Avocado seasons differ in Europe compared to other parts of the world. Locally grown avocados are most abundant from October to February. During these months, you can expect lower market prices as demand is met by local supply. However, from March to September, European growers struggle to meet demand, creating an opportunity to export avocados at a higher cost.
Track market prices
Stay up-to-date with the latest avocado market prices in countries like the UK, Germany, France, and the Netherlands. Prices will vary weekly and yearly based on supply, demand, and the season.
You can often charge 20-50% more when local crops are unavailable. Work with importers and wholesalers in your target countries to determine a competitive yet profitable price point based on the current market rates.
For an almost real-time overview of avocado prices, subscribe to Avobook and receive a weekly email with the most up-to-date avocado pricing in global markets.
Build relationships
Creating long-term relationships with European importers and distributors is key to selling your avocados at the best price. They will get to know your product and trust its quality and consistency. When supply is low, and demand is high, they will likely pay you a premium to ensure they have enough stock. These partnerships can lead to multi-year export contracts to give you stability in an otherwise volatile market.
Selling at the optimal time when local crops are out of season can mean the difference between a mediocre and highly successful avocado exporting business.
One-off deal vs. continual deal
Understanding the market, customers, and your product will help you to improve your negotiation position for either type of deal.
Be responsive, flexible, and willing to negotiate terms that work for both parties.
Payment terms
Payment in advance
Requiring full payment before shipping the goods is the lowest-risk option for you as the exporter.
However, many buyers will not agree to pay in advance for a new supplier or large orders.
Partial payment
Partial payment terms can be a strategic approach when building trust with a new buyer.
The outstanding balance will be paid when the goods are handed over to your buyer.
This approach is more risky for most exporters but there are several strategies to help protect the value of your shipment against delays, defects, and quality issues.
If you want to know more how you can protect bottomline against unforeseen circumstances, talk to one of our team members.
Conclusion
Selling your avocados and navigating the fluctuating pricing in different European markets can seem daunting and complex.
It may even take some trial and error.
However, if you are ready to start exporting your avocados and want to hit the ground running with a local team of experts that protect your shipment until it reaches the hands of your buyer, get in touch.
