South African Avocado Exports Stay on Track Amid Price Dip and New Market Expansion

South Africa’s avocado export season remains on target, with shipments progressing steadily and the first successful sales to China marking a significant milestone for the industry. Despite recent price pressures in traditional markets, industry leaders remain optimistic about long-term growth driven by new market access and strategic promotion. 

By mid-May, approximately 20% of the country's expected 92,000-tonne avocado export crop had been shipped, with 2,000 to 2,500 tonnes expected to arrive weekly in European markets until mid-October. 

Thereafter, export volumes are expected to decline before resuming in late November or early December. “The EU and UK market was strong with good prices until mid-April,” said Derek Donkin, CEO of Subtrop, “but prices have dropped recently due to increased volumes, both from South Africa and Peru, leading to mid-season competition.” 

Fortunately, exporters have faced minimal logistical disruptions this season, a welcome change from past years. While traditional markets in Europe and the UK remain the mainstay, growing interest is focused on the East, particularly China, India, and Japan. 

May saw the arrival and successful sale of the first South African avocado shipments to China—an encouraging sign for future exports. Donkin emphasized that the South African Avocado Growers’ Association (SAAGA) is prioritizing demand creation in these emerging markets, particularly India, rather than solely promoting South Africa as a source. 

To this end, SAAGA is supporting a generic marketing campaign in India through the World Avocado Association, aimed at educating consumers about avocados’ health benefits and culinary uses. Similar campaigns in traditional markets have significantly increased avocado consumption in recent years. “Small volumes have been shipped to India and China to date, and shipments to Japan are being planned later in the season,” Donkin noted. 

“Exporters are expected to approach these new markets cautiously to ensure smooth logistics and compliance with regulatory requirements.” The gradual expansion into Asia is seen as a strategic move to diversify South Africa’s avocado export destinations and reduce market risk. 

“Importantly, we also gain a share in growing markets with significant growth potential,” Donkin added. With promising developments in new markets and a steady flow of quality fruit, South Africa’s avocado industry is positioning itself for sustainable growth amid global competition. 

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