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Promoting to Bring Vietnamese Avocados to the US Market.

Updated: Sep 7, 2023

In the ever-expanding landscape of Vietnam's agricultural exports, the humble yet versatile Vietnamese avocado is carving its path towards international recognition. As the world becomes more attuned to the allure of produce, the Vietnamese avocado is steadily proving its mettle as a formidable contender in the global market, particularly in the realm of exports. With its impressive nutritional profile and substantial export value, the Vietnamese avocado stands poised to become a burgeoning agricultural gem for the nation, poised to capture the attention of the world, including the United States.


Promoting to Bring Vietnamese Avocados to the US Market
Promoting to Bring Vietnamese Avocados to the US Market

The US market is full of potential for avocados.


According to the U.S. Department of Agriculture (USDA), in 2018, the country spent $2.35 billion to import 1.04 million metric tons of avocados. Avocados are consumed by 51% of households in the U.S., with an average of $24.5 USD per year spent by each household to purchase the fruit.


The Vietnamese Trade Office in San Francisco (USA) revealed that the majority of avocados in the U.S. are distributed through large supermarket chains due to their high demand and significant volume. Therefore, avocado suppliers must meet stringent requirements. Companies involved in avocado supply must take responsibility and have the capability to control various stages of the supply chain, from production to distribution. Exporting businesses need to ensure they possess the necessary quality certifications. Given that avocados are a type of perishable fruit commonly consumed, businesses must pay particular attention to food safety factors.


The US market is full of potential for avocados
The US market is full of potential for avocados

To unlock the potential of avocado trees and promote avocado exports to new markets, including the U.S. when its market is opened, Vietnam needs to search for and select high-quality avocado varieties with high yields. It is essential to have an effective marketing strategy.

The global avocado export industry reached approximately $6 billion in 2017. The North American region (primarily Mexico) accounts for the largest share, exceeding 50% of the global market. The European Union (EU) holds 22.8%, and other Latin American countries (excluding Mexico) make up 19.5%. The African continent contributes around 3.4%, while Asia and the Pacific region hold 1.7% and 1.6%, respectively, with New Zealand leading.

What is the potential for Vietnamese avocados in the United States?


What is the potential for Vietnamese avocados in the United States?
What is the potential for Vietnamese avocados in the United States?

The majority of avocados in the U.S. are consumed through large supermarket chains, with a significant volume, thus requiring high responsiveness. Companies supplying avocados to these supermarkets often need to take responsibility and have the ability to control various stages of the supply chain, from production to distribution.


As a result, smaller-scale exporters often face numerous challenges in accessing the market without experience or connections within the supply chain. Additionally, the transportation process of avocados from production to the market, especially in geographically distant regions like North America, poses a significant challenge. Exporting businesses need to ensure they possess the necessary quality certifications. Similar to exporting other fruits and vegetables, establishing trust with supply chain partners through strong commitments to quality, transparent information, and reliability in fulfilling orders is crucial.


Alongside this, creating compelling narratives is also a highly effective way to promote and build a brand. As avocados are a type of fruit commonly consumed, businesses need to pay special attention to food safety factors. They must proactively comply with legal regulations and meet the requirements of buyers.


Vietnamese Avocados need to meet strict requirements for export to the global market.


To harness the potential of avocado trees and promote the export of avocado fruits to new markets in the future, potentially including the United States once the market is opened, Vietnam needs to search for and select high-quality, high-yield avocado varieties, especially those with effective marketing promotion strategies. If production is carried out effectively, accompanied by investment and appropriate market access approaches, Vietnamese avocados could quickly become a high-revenue export crop for Vietnam.


Vietnamese Avocados need to meet strict requirements for export to the global market.
Vietnamese Avocados need to meet strict requirements for export to the global market.
The journey towards introducing Vietnamese avocados to the US market holds immense promise and potential. By strategically focusing on the selection of premium avocado varieties, implementing efficient production practices, and crafting compelling marketing strategies, Vietnam can position itself as a significant contender in the competitive US avocado market. As doors open to new horizons, particularly the US market, the nation stands at the threshold of a lucrative opportunity. With the right approach, dedication, and collaboration, Vietnamese avocados have the prospect of becoming a sought-after commodity on American soil, contributing not only to the country's agricultural success but also to its economic growth.



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