Intertropic highlights proximity to market and the ability to harvest fruit at a more advanced stage of ripeness
The Spanish avocado and mango sectors are entering a new phase. Following years of rising consumption and production expansion, the industry is now looking toward Europe with a clear goal: to establish Spain as a major local supplier, leveraging a geographic position that allows it to compete not only on volume but also on freshness, ripeness, and quality.
This vision was outlined on Wednesday by Juan Antonio Reyes Gutiérrez, the new president of Intertropic, the Spanish Interprofessional Organisation for Avocado and Mango, during a media briefing at the Fruit Attraction trade fair.
He highlighted the sector’s orderly growth, the promotion of Spanish origin, and sustainability as key priorities for his tenure, stating: “Spain wants to establish itself as Europe’s major supplier”.
This objective is underpinned by a production base that continues to expand. Spain is currently the European Union’s leading producer of avocados and mangoes, with 24,758ha of avocado production and 6,148ha to mangoes, according to the Ministry of Agriculture, Fisheries and Food. Production is primarily concentrated in Andalusia –specifically Málaga and Granada – and the Canary Islands, although the production map is beginning to expand into new territories.
The trend is particularly evident with avocados. Antonio Carpintero, CEO of Intertropic, noted that production in the Valencian Community has already reached around 5,000ha, with prospects for further growth. Castellón, Valencia, and Alicante are thus joining other areas with potential, such as Cádiz and Huelva. Due to its stricter climatic requirements, mango production remains much more concentrated in the Axarquía region of Málaga and Granada’s Costa Tropical.
Europe: a market just hours away, not weeks
Intertropic said the key challenge lies in getting the European market to recognise the unique value of producing these fruits just a few days’ journey from their main consumer destinations.
In mangoes, Reyes explained that Spanish fruit can be harvested at a more advanced stage of ripeness and reach European store shelves in approximately 72–96 hours, unlike products from overseas origins that must undergo long transit times.
The same is true for avocados. Intertropic’s managing director, Antonio Carpintero, noted that harvesting at the right physiological stage allows the fruit to properly develop its natural oils, achieving the texture and creaminess that consumers seek. Transoceanic imports, by contrast, may require sea voyages lasting several weeks. “Thanks to the emphasis on quality and fresh harvesting, consumers clearly distinguish Spanish products from imports. We are unrivalled when it comes to flavour excellence,” he said.
From rising consumption to the battle over origin
This is becoming more significant as European consumers become more familiar with avocados and mangoes. In Spain, over 80 per cent of households now buy avocados at least once a year, with per capita consumption reaching 2.03kg, according to government data. Mangoes have already surpassed 50 per cent market penetration, with household consumption reaching 0.80kg per person.
In fact, figures show that while total fresh fruit consumption has dropped by around 30 per cent since 2016, consumption of subtropical fruits has risen by almost 20 per cent since 2008.
The next frontier, according to Intertropic, lies not merely in familiarising consumers with these fruits, but in enabling them to distinguish their origins and understand the implications of choosing a product grown within Europe.
Spain remains the primary consumer market for domestic mangoes, followed by France and Portugal. Intertropic has identified opportunities based on each market’s level of development: it notes that while France and the UK already have established consumption patterns, Italy offers significant room for growth.
These four markets – Spain, France, Italy, and the UK – will be the focus of Intertropic’s ‘Avocado and Mango from Europe: Fruits with Heart’ campaign, which will run from 2026 to 2028. The initiative is being co-financed by the European Union and has a budget of more than €9mn – approximately 75 per cent of which is funded by the EU. It aims to generate over 380mn effective consumer impressions during its three-year run.
Water still a challenge
The sector’s development is not without challenges, not least water availability. Rainfall during the last season improved the situation compared to the harshest drought years, but Intertropic warns that a temporary recovery in reserves does not solve the underlying structural problem.
“We must not let our guard down regarding water infrastructure. Utilising desalinated and reclaimed water is essential to guarantee the sector’s future growth,” Reyes Gutiérrez said.
Intertropic has come up with solutions tailored to each region, ranging from the use of reclaimed and desalinated water to improving distribution networks and rainwater storage. At the same time, farms are moving toward precision agriculture models, incorporating drip irrigation systems, moisture sensors, satellite monitoring, and drones to optimise resources.
Further, the organisation noted that mangoes present a unique challenge in that Spanish production is concentrated within a relatively short timeframe, forcing large quantities of fruit onto the market over just a few weeks.
In the current season – which is roughly at its midpoint – volumes have been lower than initially forecast, though quality is reportedly excellent. With the harvest of the Keitt variety now underway, the season is expected to continue until late October or early November.
Intertropic said increasing demand during this window is essential. An excessive concentration of product can put pressure on the market and encourage premature harvesting, which ultimately harms the perception of quality. “We need to expand demand so we can absorb the harvest in an orderly fashion,” Carpintero said.
He said the goal is not simply to produce for the sake of production, but to ensure that the growth in Spanish supply is matched by a market capable of recognising and rewarding its distinctive value.
Competing under the same rules
Moreover, this growth is taking place within an increasingly internationalized European market. For Intertropic, foreign competition is a natural part of the sector, but it must occur under equivalent conditions.
When asked during the meeting about the potential impact of new trade agreements –such as the Mercosur deal – on Spanish production, Reyes Gutiérrez advocated a position based on reciprocity: “Any trade agreement must demand strict reciprocity regarding labour, environmental, and phytosanitary standards. If we compete under the same rules, Spanish producers have nothing to fear”, he said.
