Meeting in Berlin hears how companies should regard oil as a coordinated extension of their fresh market strategy
Companies from the fresh avocado and avocado oil sectors met in Berlin ahead of last month’ Fruit Logistica is a meeting convened by the Avocado Oil Manufacturers Association (Aoma) to address a long-overlooked structural challenge in the industry: the deep interdependence – and persistent fragmentation – between fresh fruit exports and oil processing.
The initiative was led by Aoma president Enrique García, together with vice-presidents Miraj Shah and Lia Bijnsdorp, who formally invited expert representatives in recognition that the future stability of the sector depends on coordinated action.
Participants included Arturo Medina, general manager of ProHass Peru; Katheryn Mejia, president of CorpoHass; Christine Chesaro, Kenya Agriculture director; José Armando López Orduña, former director of Apeam, along with representatives from Aceites Naturales del Sur, Acesur, Alcoxarquia, Axar Fruits, Fruity Green, Grupo Azzayt, Destilaria Levira, Montana Fruits, Frutas Montosa, Pietro Coricelli, Reyes Gutierrez, Sesajal, Trops and Westfalia Fruit.
From “waste fruit” to strategic value engine for growers
A central theme of the meeting was the transformation of avocado oil from a secondary outlet into a strategic revenue pillar. What was once considered lower-grade or surplus fruit is now the foundation of a fast-growing, health-driven global oil market.
“This shift creates new income opportunities for growers – enabling diversification, improved fruit utilisation, and greater economic resilience at farm level,” Aoma said.
Aoma pointed out that oil should no longer be viewed as an afterthought, but as a coordinated extension of the fresh market strategy.
Integration no longer optional
The message from Berlin was clear: integration between fresh exporters and oil processors is no longer optional – it is essential. “Fruit maturity, harvest protocols, and grading decisions directly influence oil yield, chemical composition, and final market positioning,” Aoma explained. “Historically, both sectors have operated in parallel with limited coordination. A fragmented model exposes the entire value chain to volatility. A coordinated model protects growers, strengthens premium positioning, and contributes to long-term market stability. Particularly since currently fruits for oil are competing with fresh avocados for exports.”
No global organisation has previously driven formal alignment between fresh and oil stakeholders. Aoma is now stepping forward to fill that gap.
Professionalising a young industry
While fresh avocado exports are highly structured, the avocado oil sector remains comparatively young and unevenly regulated. Participants agreed that further professionalisation is now critical. Aoma said it intends to draw inspiration from the successful Spanish olive oil model, particularly regarding quality categorisation, regulatory alignment, technical standards and premium market positioning.
“By applying similar structure and discipline, the avocado oil sector can enhance credibility, prevent commoditisation, and protect long-term value,” Aoma noted.
A strategic shift: From fruit sector to food sector
Beyond structural integration, Aoma is promoting a broader transformation in mindset: positioning avocado oil within the global gastronomy and health conversation, moving beyond surplus management toward innovation, culinary excellence, and premium food positioning.
It is proposing engagement with chefs, food innovators, and health-conscious markets to strengthen differentiation and support sustained demand growth.
Building a more resilient global framework
The Berlin meeting addressed several core pillars, namely harmonised quality standards; integrated traceability systems to meet rising EU regulatory scrutiny; sustainability collaboration across fresh and oil segments; development of premium export corridors; and long-term market stabilisation strategies.
“This meeting marks the beginning of a structured global framework aimed at reinforcing quality, transparency, grower profitability, and coordinated communication across Latin America, Africa, and Europe,” Aoma stated.
Further technical working groups and regional follow-up sessions are expected in the coming months.
