Strategic marketing preserves premiums

Just Avocados has posted another satisfying result for its growers after a record season for both the industry and the company itself.

Orchard Gate Returns ranged up into the mid-teens, despite a record strong New Zealand dollar and a heavier percentage of the crop placed in the lower returning markets beyond Australia.


Just Avocados marketing director Steve Trickett says this season’s results for growers are very pleasing.

Another feature of the added value Just Avocados delivered its growers was the flexibility around harvest management.

By and large Just Avocados was able to accommodate individual grower preferences in harvest timing and bin volumes, something growers place real value on beyond the OGR, whether by lessening fruit loss from pre-summer storms or allowing fruit to reach premium sizes across the season.

Steve says being a dedicated ‘avocado only’ and fully integrated service company offers growers much more value when put in the context of orchard income per hectare.

“Simply put, our avocado-centric business model is designed to be fairer, faster and more flexible than others and being growers ourselves, we understand grower’s entire long-term requirements.”

Looking to the marketplace, Just Avocados performed very strongly in Australia and is on track to add a significant retail chain supply programme to its pool mix for the coming season.


Just Avocados played a strong leadership role together with its AVANZA partners by strategically placing about 35 per cent of fruit in Japan, Asia and the US.

“Through our subsidiary Global Fresh Australia and the efforts of Melbourne-based general manager Ben Bartlett, Just Avocados’ growers’ fruit will feature in a major retail chain programme for 2015/2016 harvest.

“Securing this will give us the full deck of cards to play in order to get the best possible results for the pool.

“Moving forward, our growers are going to get a significant dividend from our unique investment and presence in the Australian market place.” 


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