"Unlike other lesser known brands, Promega is a name deeply rooted in Mexico. It pioneered in the avocado business and has been operating for forty years."
Promega is primarily devoted to the production and marketing of local fruits such as strawberries, maradol papaya, pineapple, Key lime, and above all, Hass Avocado, their star product both in the domestic market and abroad. In 2013, total exports of this fruit amounted to 800 containers, 600 of which were sent to the U.S., 130 to Japan and the rest for other destinations, such as Europe or Canada.
Mexico produces 1,500,000 tonnes of avocados a year, 1,200,000 tonnes of which are produced in the state of Michoacán.
In 2013, total exports from Mexico to the United States amounted to 518,000 tonnes (28,000 containers), representing 70% of U.S. consumption. Promega exported more than 2% of the total avocado exports to the U.S.
In the same year, the state of Michoacán exported 125,000 tonnes to other destinations (Japan, Europe, Canada, etc. ), i.e. about 7,000 containers of which Promega contributed 3%.
The company's business objective for 2014 is to increase export volumes of Hass avocado up to 1,000 containers per year for all destinations, led by the United States and Japan.
Sources from the company say the future of the Hass avocado is very promising as avocado weekly purchases by U.S. consumers increased by 30% in 2013. Celso Castillo said the main reason for this increase was the close collaboration between the Hass Avocado Board, the California Avocado Commission, the MHAIA and the APEAM to raise awareness about the different health benefits of avocado via various media in US.
According to Promega, said partnership between the agencies will continue in 2014, so expectations are that the upward trend in consumption in the U.S will continue.
Promega will partake in this increase and, as is expected, the company will maintain the excellent quality and prestige of its products and implement all of the international safety standards.
