New Country Brand Aims to Position its Hass Avocados as Benchmark for Sustainability
Medellín, Antioquia, Colombia – The Colombian Hass Avocado industry is excited to announce the launch of a new country brand to represent it in markets around the world. The Avocados from Colombia initiative highlights Hass avocado as a benchmark for sustainability across three areas: environmental, social, and economic.
Avocados are Colombia’s third most exported fruit and the second highest income-generating fruit. They are exported to more than 30 countries, representing the nation globally. Grown amidst a unique tropical landscape, this fruit is a source of income for at least 240,000 people in the Colombian agricultural sector, accounting for 17% of national employment.
The new brand, Avocados from Colombia, was born to increase market share, distinguish its fruit from other origins, and showcase the industry’s good practices, quality standards, and contributions to Colombia’s economic, environmental, and social well-being.
“Colombian avocados will be exported under this brand as a differentiator,” stated Katheryn Mejía Vergel, executive director of Corpohass, the association representing the Hass Avocado ecosystem. “Distributors, supermarkets, and consumers will appreciate its emphasis on sustainable development, including the protection of natural resources, economic impact, and job creation, among other factors that promote well-being and quality.”
Avocados from Colombia
Avocados from Colombia is inspired by the passion and pride Colombians have for their culture, authenticity, and the natural wealth of their country. Colombia is one of the most biodiverse countries on the planet, often referred to as megadiverse, and home to the largest number of orchid and bird species on Earth.
Avocados are known to require large amounts of water for mature growth. This is where Colombia has an edge. Colombian avocados do not rely on manmade irrigation as most other regions around the world do. Its 35,000 hectares of avocados currently planted are naturally irrigated with plentiful rainfall.
“… initiatives like this are key to continue positioning the country and its territories in international markets and to continue increasing business with Colombia with a focus on sustainability,” said Carmen Caballero, president of ProColombia. “Count on us to continue supporting you on that path to success.”
A Global Reach for Colombian Avocados
The United States and the European Union have been the primary destinations for Colombian Hass avocados, representing the second largest source of formal employment in Colombia. On June 3, the Colombian Navy’s esteemed flagship, ARC Gloria, recognized as the nation’s floating ambassador, served as the venue for unveiling the new Avocados from Colombia brand in Antwerp, Belgium. Moving forward, this brand will proudly represent Colombian Hass avocados and showcase the country’s identity on the international stage.
“Supporting this launch is a source of pride and joy for the Colombian Embassy,” added the Ambassador of Colombia in Belgium, Jorge Rojas Rodríguez. “The ARC Buque Gloria brings with it all the flavor of Colombian Hass – the love with which our producers cultivate it and the dedication with which they protect the forests, fauna, water, and our mountains.”
About Corpohass
Corpohass is the association that represents Producers and Exporters of Hass Avocados from Colombia. It is a non-profit Corporation, whose purpose is to lead the sustainability of this agroindustry, through the articulation of its stakeholders and the management of alliances and marketing and communications strategies, which allow the generation and transfer of knowledge, the promotion of this fruit consumption in the country and the divulgation and positioning of Colombian Hass Avocado in the world.
