GEM avocados take center stage in Westfalia Fruit’s global growth strategy
Fresh produce powerhouse Westfalia Fruit is doubling down on GEM avocados, the company’s rising star. At this year’s Fruit Logistica in Berlin, the supplier is putting the spotlight squarely on the Hass sibling, making it the centerpiece of their displays and offerings.
Developed by the University of California, Westfalia Fruit holds exclusive rights to most global markets for the GEM, which has been in the US retail market for only a couple of years. The fruit is part of Westfalia Fruit’s varietal approach, combining premium quality with long-term supply resilience and responsible sourcing.
While similar to the Hass, GEM avocados are distinguished by yellow-gold freckles and a smaller seed. They have a firmer texture and a mild, delicate, and nutty flavor.
Westfalia Fruit’s Global Chief Customer Officer, Wim Destoop, says that by increasing consumer awareness and popularity of the GEM variety, the company aims to differentiate itself from other avocado producers.
“What I am working on with my new commercial development team is looking at the opportunity to do something different versus the competition,” Destoop explains.
He identifies two approaches to move beyond what he calls “a tactical relationship with the consumer” and toward a partnership with customers and suppliers: Companies can either improve their Hass offerings or focus on establishing a new variety.
Europe: fertile ground for GEM avocado growth
As markets develop at different speeds, the executive says the industry as a whole must work together to unlock untapped GEM avocado demand, especially in the Old Continent.
“We all grow Hass,” he says. “We need to reflect more on how we can increase consumption of avocados together, and we want to move more and more into working on developing the category together.”
The company's retail performance data confirms GEM’s ability to drive incremental value within the avocado category. According to Westfalia Fruit intel, 40 percent of GEM shoppers are new to the category, while approximately 80 percent of sales are incremental rather than substitutive. Additionally, 30 percent of existing shoppers trade up, with GEM supporting a price premium of between 50 and 60 percent.
This growth is genuinely incremental, the company says, as it expands the avocado category rather than shifting sales within the existing shelf space.
Destoop says Westfalia Fruit's goal is to build GEM avocados’ reputation globally, with a particular focus on Europe, where the variety supports sustainable premium growth. Stakeholders are seeking greater support in understanding the category, developing consumer engagement strategies, and increasing supply chain transparency.
A key part of this work is forming strategic partnerships with major customers, including leading retailers in the region, such as Tesco.
Westfalia Fruit’s plan to grow GEM’s popularity
Destoop adds that the company aims to ensure a clear distinction between GEM and other avocado varieties in all markets.
“We need to be the ones supporting our customers to grow the category, because we're all doing a little bit of the same thing, and we need to get out of that as quickly as possible,” he adds.
This may not pose a challenge in the UK, as Westfalia Fruit’s research indicates that British consumers are willing to pay more for GEM avocados due to their flavor and taste.
“The GEM avocado is just better than the normal Hass, but if you don't have a differentiation in product, adding a brand has no use, because the consumer chooses based on the quality of the product and the differentiation of the product,” he explains.
The team is considering expansion into additional markets, but Destoop emphasizes a cautious approach to avoid entering unfamiliar territories too quickly.
“We’re looking at Asia and the Middle East as well, but we need to be very careful, because we want to launch where we can be successful and ensure we have sufficient yield to supply new countries,” he adds.
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