Invisible challenges of the avocado business: BIG interview with Oscar Martinez, Aguacatera del Sur

Avocados? Yes, the ones that brighten up our toast… but also the ones that keep producers and exporters up at night. Between droughts, environmental fraud, and the race for the perfect avocado, the green business is anything but simple. Today, we talk to Óscar Martínez from Aguacatera del Sur to see how he stays afloat in this 'avocado ring.'

Fructidor: What are the main values and mission of Aguacatera del Sur, and how do they influence your daily operations?

Óscar Martínez: Our philosophy is centered on bringing the best possible product to market. This means actively seeking suppliers and customers who share our values of quality, transparency, and commitment to the industry.

Fructidor: What are the biggest challenges avocado producers face today, and how is your company addressing them?

Óscar Martínez: Avocado producers are currently facing challenges such as climate change, water shortages, and the need to meet strict certification standards. At Aguacatera del Sur, we remain committed to working with the best producers in each region. We focus on those who prioritize quality over volume and meet high standards in certifications, best practices, and sustainability, including efficient water use.

Fructidor: How have changes in consumer demand, such as the preference for organic or sustainable products, influenced your production strategies?

Óscar Martínez: We are focused on the conventional market rather than the organic segment. The organic market is controversial due to the presence of fraudulently labeled products. That’s why we prefer to stay in the conventional sector, ensuring that our products always meet the highest quality standards.

Fructidor: Given the challenge of water use in avocado cultivation, what practices have your producers implemented to make processes more sustainable?

Óscar Martínez: We require our suppliers to implement sustainable models and optimize water resources. Our responsibility is to ensure that the entire supply chain operates under sustainability criteria.

Fructidor: How do you see the global avocado market evolving over the next 5–10 years, and what trends are you anticipating?

Óscar Martínez: Avocados still have a long way to grow. We don’t foresee consumption declining in the short term. Each year, demand continues to rise, and avocados have transitioned from being considered a premium product to becoming a staple in consumers' shopping baskets.

Fructidor: What measures are you taking to ensure that your operations are both environmentally friendly and profitable?

Óscar Martínez: We coordinate with our suppliers to implement sustainable models and require compliance with all necessary certifications, ensuring that our supply chain respects the environment while maintaining economic viability.

Fructidor: What advice would you give to new avocado producers looking to enter the market today?

Óscar Martínez: Our advice is clear: invest as much as possible in the land. The land is generous and rewards investment with good results. Additionally, it's crucial to focus on improving yield per hectare and implementing techniques that optimize productivity and crop quality.

Interested in strategies to make your avocado production more sustainable and profitable? Contact us today.