From nursery to post-harvest: Westfalia's strategy to make Colombia an avocado powerhouse
Colombia has emerged as a new player in the global avocado market, and although it’s still considered a young supplier compared to Mexico, Peru, and Chile, its productive potential is enormous.
Westfalia saw this and decided to bet on the country 12 years ago. Since then, the produce behemoth has worked to establish a sustainable, technology-driven, and high-quality model.
Currently, the company has nearly 1,500 acres of avocado in the country and works with local producers to complement its supply.
Westfalia Fruit Peru and Colombia General Manager, Omar Díaz, told FreshFruitPortal.com that the company’s expansion strategy is not based on planting for the sake of planting, "but on ensuring viable projects at an agronomic and commercial level."
“We are being very selective in the areas where we invest,” he added. “Soil, climate, and productivity must align for a project to have a future.”
Growing avocados with purpose
The company projects an annual growth in export volume of 10 to 15 percent, reflecting both the country's productive capacity and growing international demand for fruit of Colombian origin.
Díaz stressed that the country must be cautious and avoid common mistakes.
“It is fundamental that projects are developed in appropriate areas. We cannot accelerate growth without solid agronomic bases,” he emphasized.
Referential image
The general manager explained that one of the most relevant investments is in developing a clonal plant nursery.
"It is essential in a country with highly variable climatic and soil conditions," he said.
These plants offer higher yields, greater production uniformity, better adaptation to specific areas, Diaz said, as well as tolerance to some diseases and reduced variability in quality.
The nursery supplies Westfalia's fields as well as other strategic third-party allied producers, raising the productive standard of the entire region.
Westfalia Colombia is betting on quality
The Colombian avocado has gained visibility, but it still faces challenges, especially in consistency and post-harvest life.
The company has focused on harvest standardization, Diaz explained, as well as careful handling processes, better post-harvest controls, and protocols designed to reduce quality variability.
“The objective is clear—to convert Colombia into a reliable origin, capable of consistently delivering high-quality fruit,” he said.
Referential image
Westfalia Colombia's production is mainly destined for Europe, followed by the United States, which has increased its imports. Asia is also among the company’s top 3 markets, and although pilot tests are in place, long transit times are making the fruit’s competitiveness challenging.
In the general manager's opinion, as post-harvest processes are perfected and varieties are adjusted to global logistics, Asia will be a destination with greater potential.
With a combination of genetic innovation, gradual agricultural expansion, and a focus on quality, Westfalia Colombia is on its way to becoming a Hass avocado macro-supplier in the region.
Díaz concluded by noting that he visualizes a future “where Colombia not only increases its volume but substantially improves its reputation as an origin, generating confidence among importers and consumers.”
*Main image and Omar Diaz portrait courtesy of Westfalia.
Related stories
Colombia Avocado Board launches “Avocados From Colombia” brand in the U.S.
Subscribe to our newsletter
