California-based avocado company Mission Produce has launched a foodservice division to cater specifically to the needs of the rapidly growing sector.

The company said Mission Foodservice, with its seven U.S. based forward distribution centers, has the capability to deliver product within 24 hours anywhere in the continental U.S.

The business division will extend Mission’s current offerings of training and education, handling and storage support, ripening and menu trends, and will be spearheaded by foodservice sales manager Bryan Garibay supported by Jason Payne, the company's newest sales representative. 

With the creation of Mission Foodservice and recent success of the company's Emeralds in the Rough grade 2 retail pack, Mission has decided to adopt the brand as its number 2 label across all channels.

“The days of avocados being solely used for a particular cuisine have passed. Avocados are now becoming a part of everyday meals and not just used as a garnish, guacamole or avocado toast,” said Brent Scattini, vice president of sales and marketing.

“Our Emeralds in the Rough product speaks to this and the avocado connoisseur who understands a good avocado is not based on a perfect outer layer, but what’s inside."

According to a recent report released by the Hass Avocado Board on Consumption Habits, 64 percent of consumers order dishes that contain avocados and 50 percent believe restaurants that offer avocados are healthier than others.

“Avocados are making their way to center of the plate and becoming an everyday essential,” said Patrick Cortes, director of Sales.

“We know the foodservice industry needs a larger supply of avocados. Our global reach, sophisticated network and expertise, will provide on time and in spec avocados that are ready to be sliced, diced, mashed or pureed."

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