In recent years, avocados have become a staple in many Spanish households, and far from being a passing fad, their consumption continues to rise sharply. In this context, Mercadona has decided to take a further step and reinforce its commitment to avocados grown in Spain., with a plan that looks squarely at the national field.
The supermarket company has announced that Purchases of domestically produced avocados will increase by 18%. compared to the previous campaign. This translates to more than 14 million kilos of this tropical fruit that will arrive in your Fruit and Vegetable sections during the national campaign, which extends from January to April, coinciding with the harvest period in the main producing areas.
A boost for Spanish avocados on supermarket shelves
This increase in volume is not a coincidence: This responds to the constant rise in avocado consumption in Spain.Driven by its versatility in the kitchen and the perception of it as a nutritionally interesting food. Breakfasts, toast, and healthy snacks to goWhether in salads or more elaborate recipes, avocado has gone from being something almost exotic to a staple in the shopping basket.
To ensure that this growth is supported by local production, Mercadona has decided to prioritize domestic origin in its avocado offering during the campaignThe fruit begins to arrive in stores in January with the Hass variety, one of the best known by consumers for its intense flavor and creamy texture, and continues with the Lamb Hass variety until the end of the season, around April.
Both varieties are characterized by a especially creamy pulp and a high content of oleic acid, a type of monounsaturated fat valued in healthy eating patterns. These qualities have contributed to the popularity of avocados in everyday diets and have allowed the supply chain to secure a stable supply throughout the national season.
In the establishments, Customers will be able to find avocados both loose and in traysThis allows for adaptation to different purchasing methods: from those who prefer to choose piece by piece to those who opt for a pre-prepared format.
All of this fits with the company's internal principle, summarized in the idea of “Quality and origin: Better with facts”With this, Mercadona emphasizes that its purchasing decisions seek to balance quality, proximity and long-term planning with the Spanish countryside.
Andalusia and the Valencian Community, epicenters of cultivation
The strengthening of the avocado campaign has a clear southern accent. Up to 95% of the avocados that Mercadona expects to sell during the season will be of Andalusian originThis confirms the role of this community as a driving force behind cultivation in Spain.
The company works with Specialist suppliers such as Trops, Surfruit, and AvocoopCompanies with a long history in the cultivation and marketing of avocados. These firms, in turn, rely on a network of farmers and farms located in Malaga, Granada, Cadiz and Huelva, provinces that in recent years have established themselves as a benchmark in the development of this tropical fruit.
Along with Andalusia, The Valencian Community also adds production to the campaignwith farms mainly in the province of Valencia. This geographical diversification allows the chain to strengthen supply and maintain the availability of domestic avocados throughout the harvest period.
The proximity between production areas and points of sale contributes to improve product freshness And traceability, two aspects increasingly valued by the consumer, who wants to know where what they put on their plate comes from.
Furthermore, joint planning with these suppliers makes it possible to better organize campaigns, which is key in crops like avocados. very sensitive to weather already the changes in demand. Stability in purchasing provides farmers with greater security when investing and planning their farms.
Rising consumption that changes the shopping basket
The 18% increase in avocado purchases by Mercadona is directly linked to sustained growth in the consumption of this fruit in Spanish householdsIn just a few years, the avocado has gone from being a product consumed only occasionally to being present in the dietary routine of many consumers.
Su culinary versatility It can be used in both hot and cold dishes, in savory dishes or even in sweet recipes. This versatility has led to more and more people incorporating it into their weekly menus.
The rise of eating patterns centered on Fresh, simple recipes featuring fruits and vegetables It has also boosted demand. Social media and food content have popularized toasts, bowls, and salads where avocado has become an almost staple ingredient.
To respond to this evolution in consumption habits, the company has carried out a specific planning with your suppliers to ensure the availability of domestic avocados throughout the season, taking care of both the volume and the quality standards set by the company.
The offer in different formats —bulk and in trays— also aims facilitate quick purchase and adapt to different household sizes, from those who live alone and buy few units, to families who regularly consume avocado.
Relationship with the primary sector and shared growth model
Beyond the number of kilos, this movement fits into the Mercadona's long-term strategy to strengthen its ties with the Spanish primary sectorThe company insists that its model is based on stable relationships, joint planning, and contracts that offer security to producers.
This approach is reflected not only in the agricultural sector, but also in other sectors. livestock and fishingHowever, in the case of avocados, the impact is particularly concentrated in the producing regions of Andalusia and the Valencian Community. There, the surge in demand has encouraged the professionalization of farms and a focus on varieties better adapted to local climatic conditions.
The company frames these types of agreements within a model of “shared growth”, with which it seeks to generate value for both suppliers and its customers. In practice, this translates into planning, stability, purchase security and specialization of the farmers he works with.
As the network itself points out, the commitment to quality and origin It is one of the key criteria when selecting suppliers. That's why Spanish products are prioritized whenever possible, especially in categories like fruit and vegetables, where proximity plays a significant role.
With the current avocado campaign, Mercadona It reinforces its role as one of the main marketing channels for domestic avocados., while also contributing to the stability of a crop that continues to grow in area and economic weight in several areas of the country.
The 18% increase in Mercadona's purchase of domestic avocados, the forecast of exceeding 14 million kilos, and the leading role of Andalusia and the Valencian Community highlight how the combination of rising demand, local produce, and stable agreements with the primary sector It is reshaping the presence of Spanish avocados in supermarkets and consolidating their role in the daily diet of many consumers.
