Skip to the content

RecIPPe for success in ‘smashing’ the avocado market

31 Jul, 2020 | published at 10:54 CET

The UK avocado market – the 4th largest in Europe* – is ‘smashing’ records as the so-called ‘Millennium superfruit’ continues to grow in popularity, in part driven by its well-documented health properties

Ahead of National Avocado Day on Friday (31st July), figures curated by IPP, one of Europe’s leading poolers of sustainable wooden pallets to the fresh produce supply chain, forecast another significant growth year for 2020 and a staggering £3.8-billion sales projection worldwide by 2024.

As the darling ingredient of the gastropub ‘brunch’ – smashed ‘avo’ base served with a soft poached egg on sourdough bread – avocado sales in the European market account for 25 percent of the world’s consumption from Central and South American origins as well as South Africa.

One of the biggest importers is UK-based Greencell, an expert business in ripening, packing and distribution of avocados. Part of the multinational Westfalia Fruit Group, Greencell has invested almost a million pounds on increasing the capacity of it facility in Spalding, Lincolnshire, after recording an almost 5 percent increase in sales last year.

With a tough exterior, the Hass avocado’s soft creamy flesh surrounding the stone is rich in fibre and nutrients and contains more potassium than a banana. One avocado carries 26 percent of an individual’s daily value (DV) of vitamin K, 17 percent of vitamin C DV and double-digit DVs for vitamins E, B6 and B5.

Phil Storer, the UK and Ireland director for Coventry-based IPP, said: “With various customers in the fresh produce market, we move significant numbers of avocados every year, a figure that continues to grow – we’re smashing a very healthy market for what is a very healthy fruit.”

To mark National Avocado Day on 31 July, IPP has listed a number of RecIPPes to show the versatility of the Millennium Superfruit. To access, follow the LinkedIn page