Move comes as avocado grower and supplier looks to create a stronger, more diversified organisation and avocado platform
Avocado specialist Mission Produce has announced a commitment to Fair Trade Certification as part of its ‘New Era of Fresh’ strategy.
Fair Trade Certification is a globally recognised sustainable sourcing model that improves livelihoods, protects the environment, and builds resilient, transparent supply chains.
Avocados certified by the scheme come from farms that are verified to meet rigorous social and environmental standards, including safe working conditions, fair wages, and responsible farming practices.
Each Fair Trade Certified product purchased is intended to help farmworkers improve their lives, invest in their communities, and support a more sustainable and ethical food system.
Calavo Growers – acquired by Mission Produce earlier this year – has championed the Fair Trade Certified programme since 2013, generating more than $3.3 million in Community Development Funds that have enabled initiatives such as the development of a healthcare management centre, health, dental, and vision care, reforestation projects, housing repairs, food assistance, and school supplies for growers, workers, and their families.
Mission’s ‘New Era of Fresh’ is described as creating a stronger, more diversified organisation and leading avocado platform. “Mission’s new era is about providing greater value throughout the supply chain,” explained Brooke Becker, senior vice president of sales and marketing at Mission Produce.
“Fair Trade Certification is a natural extension of that: it aligns with our values, it’s recognised by many of our key retail partners and consumers, and it’s a direct way of supporting our grower communities.”
Mission will be showcasing its New Era of Fresh concept at the IFPA Global Produce & Floral Show in Orlando next week, which will be the company’s largest-ever presence at the show and its first appearance as one fully combined organisation.
“I’ve had the privilege of being part of this [Fair Trade] programme since the beginning and have seen first hand the difference it’s made for growers and their communities,” said Sandy Eason, director of organic sales. “There are countless stories of how Fair Trade Certified has changed lives for the better, and expanding the programme across Mission’s network means that impact will only grow. I couldn’t be prouder to help carry it forward into this next chapter.”
Becker added: “Following our acquisition of Calavo Growers, we’ve been focused on bringing together the best of both organisations. Fair Trade Certified is one thing we’ve been able to build on as a larger company, and it won’t be the only one.
”Avocados remain the core of our business, and the scale we now operate at gives us more ways to secure a reliable, high-quality, year-round supply. This summer season gave us an early preview of what’s possible – with stronger visibility in the field, broader sourcing capabilities, and the flexibility to pivot as markets shift, we’re already delivering more for our customers.”
