Speaking at Fruitnet Tropicals Congress, company said added value, specialisation, and close collaboration with retailers are key to sustainable growth
Quality and service are the only way to ensure the sustainable growth of the avocado industry as global production continues to expand.
This was the view of the new commercial director at Montosa, Spain’s leading supplier of avocados, mangoes and guacamole.
Speaking during this year’s Fruitnet Tropicals Congress, which took place in Antwerp on 24 and 25 June, Thierry Athimon presented the company’s vision: a growth model rooted in quality and long-term collaboration.
“The avocado market is gaining more and more traction and continues to grow steadily. Understandably, this has prompted many players to import large volumes – sometimes without sufficient food safety assurances or at the expense of quality. That puts real pressure on the market and affects all of us,” Athimon said.
“That’s exactly why we at Montosa stay focused on what matters. We know that long-term, sustainable growth is only possible when quality and service are put first. Avocados are an exceptional product – and we need to treat them accordingly.”
Founded in 1982 and headquartered in Málaga, Spain, Montosa prioritises understanding the unique demands of each market. “In Spain, for instance, the work we’ve done over the years alongside the country’s leading supermarket has had a major impact on the category,” said Athimon.
“Placing avocados in the chilled section next to our fresh HPP guacamole was a real innovation – and it came directly from in-store observation. Nowadays – and according to recent studies – 80 per cent of Spanish households consume avocados already, and our guacamole holds the leading position in the market.”
A cornerstone of Montosa’s strategy is tailoring its approach to each sales channel. Its brand Sublime, designed especially for wholesalers, brings added value in a channel where recommendation plays a central role.
“Sublime is a premium brand that’s well recognised and valued by wholesalers, greengrocers and end consumers – especially in France, where the market is highly developed and appreciates quality,” Athimon said.
He wrapped up his presentation by underscoring the avocado’s exceptional nutritional profile and health benefits.
“At the end of the day, it’s really about taking a product that’s already special and treating it with the care it deserves – from the field all the way to the shop shelf. When every link in the supply chain works together with a shared focus on quality, then we can give this fruit the attention and value it truly merits,” he concluded.
