The international marketing magazine for fresh produce buyers in Europe
Camellia Aebischer

BY CAMELLIA AEBISCHER

California season underway for Gem

Unique flecked avocado variety is hitting peak season in California with growth opportunities on the horizon

California season underway for Gem

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Grown in small volumes, the Gem avocado has begun its short season in sunny California, bringing a new look to the avocado category from April to May.

The avocado’s short season is complemented by typical Hass supply, but while it has similarities in terms of rich flavour and easy-peel skin, its gold-speckled skin and larg size create a unique point of difference.

Avocado marketer, Index Fresh, offered the variety to customers last April, and is supplying the fruit again this season.

“Index Fresh tested the Gem with a consumer focus group who loved everything about it. Gem’s flavour, appearance and peelability add up to a fantastic consumer experience,” said Dana Thomas, president of Index Fresh.

“We believe that the Gem is a wonderful extension of the avocado category, not as a substitute to the Hass, but rather as an exciting addition to the avocado category.”

The variety is also marketed in the Southern Hemisphere by Westfalia Fruit, and plantings are increasing in the region where there is a strong local market. It was also launched by Westfalia to the UK market in 2017, pitched as a premium avocado offering.

Index Fresh believes there is good opportunity for the Gem variety to expand the avocado category from its California base.

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