food Marketing - Technology 2/2024

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Cover Story Avocados: Health Benefits and Sustainable Cultivation Avocados are healthy and versatile, they are easy to prepare and can be enjoyed on any occasion. Whether in salads, as dips or traditionally on bread - there are many ways to integrate them into our daily diet. The avocado offers a special sensory experience due to its slightly nutty flavor, creamy texture, aroma and appearance and is a nutritionally balanced food. The nutritional benefits are quite clear: avocados contain almost no sugar, but lots of vitamins, important minerals and healthy fats. They are part of a balanced diet and are available throughout the year. The cultivation of avocados is becoming increasingly sustainable and their reputation is growing in all cases. eggs. Avocados are mainly eaten for their healthiness, but also for their flavor and enjoyment. As a nutritious suby Sabine Straka Attractive growth segment In only a few years, the avocado has developed from being a rather exotic fruit into a real food trend and has become an integral part of modern cuisine and in restaurants throughout Europe and beyond. More and more nutritionconscious consumers integrate this popular fruit into their daily diet. Particularly during the last four to six years, the consumption of avocados in the EU has increased significantly. According to the World Avocado Organization (WAO), around 150,000 tonnes of avocados were consumed in France last year, 110,000 tonnes each in Germany and the UK, 60,000 tonnes in Scandinavia and 45,000 tonnes in Italy. The cultivation and trade of avocados is an attractive growth sector. Avocado consumption is increasing worldwide by around 3 % every year. In the EU, growth of as much as 15 % is expected over the next five years. This makes Europe the second largest growth market for avocados after the USA. High-demanding consumers For around 50 years, avocados have been available in supermarkets. In Germany, 40 % of households regularly eat avocados, with 1.3 kg per capita consumed last year. This puts Germany in the second place after France in terms of avocado consumption. In Europe, Millennials and Generation Z are particularly fond of avocados, a discerning target group with a conscious lifestyle who like to share their dietary preferences on social media. Avocados are popular in salads and are mostly eaten for breakfast, often with bread and Zac Bard, President World Avocado Organization 6 food Marketing & Technology • April 2024
Cover Story perfood, avocados are an alternative to animal products. Avocados are available all year round. Most avocados come from countries such as Peru, Mexico, Colombia, Chile, South Africa, Kenya, Spain and Israel. More and more consumers are therefore concerned about the carbon footprint and whether they can eat avocados with a clear conscience. We asked Zac Bard, Chairman of the World Avocado Organization (WAO) some of these specific questions. Founded in 2016 as a non-profit organization, the WAO is made up of the largest avocado producers, exporters and importers from around the world. The aim of the organization is to educate people about the health benefits of avocados, to raise awareness of avocados in selected international markets, especially in Europe, and thus promote the consumption of avocados. It also provides information on the sustainable cultivation of avocados and supports retailers with sales. For this purpose, WAO runs large-scale marketing and communication campaigns. Nutritious superfood Most avocados are eaten for health reasons. In various educational campaigns, the WAO informs about the nutritional and physiological benefits of avocados. They hardly contain any sugar, but many essential vitamins and minerals, including magnesium, copper, potassium, vitamins C, E, K and some B vitamins, as well as other essential nutrients that are important for a healthy immune system and for the prevention of many diseases. The health benefits of avocados have also been proven in numerous clinical studies. With their high content of monounsaturated fatty acids, avocados can help to lower the LDL cholesterol level in the blood and thus reduce the risk of a stroke. A study in the „Journal of American Heart Association“ found that eating just two portions of avocado a week can reduce the risk of cardiovascular disease. With their high proportion of unsaturated fatty acids, avocados are also a healthy alternative to animal-based foods. Replacing saturated fats with unsaturated fats can also improve insulin sensitivity and reduce the risk of type 2 diabetes. Avocados have a high satiety value and contain few calories (approx. 250 calories per avocado). They can help losing weight and reducing the risk of obesity. Avocados are rich in fiber, which regulates appetite and is important for intestinal health and digestion. The nutrients and bioactive compounds in avocados can reduce the risk of metabolic syndrome (high cholesterol, high blood pressure, obesity). In older people, eating avocados can have a positive effect on brain function and eye health. The carotenoid lutein contained in avocados can protect the eye from damage caused by ultraviolet light from the sun and reduce the risk of macular degeneration. Finally, avocados can also be used externally. The combination of monounsaturated fatty acids, carotenoids, vitamins with the antioxidants vitamin C and E and phenolic compounds can improve skin firmness. The WAO is running various information campaigns about the health benefits of avocados. Precise irrigation systems The cultivation of avocados is mainly criticized for its high water consumption. However, in the past ten years much has been achieved in the irrigation of avocados. Producers throughout the World Avocado Organization have also been able to reduce their water consumption significantly. Irrigation primarily depends on the amount and frequency of precipitation in the growing area. Avocados grow in tropical and Mediterranean climates. Countries such as Ethiopia and Tanzania, for example, have almost ideal climatic conditions for cultivation. In areas with high rainfall, avocados can obtain almost all of their water requirements directly from the rain. The use of rainwater is a sustainable method of irrigation allowing farmers a certain degree of self-sufficiency so that they can water their crops regularly even when water is scarce. Rainwater harvesting systems consist of a network of collection mechanisms, filtration processes and storage facilities. In countries such as Kenya, Colombia, Mexico, Brazil and food Marketing & Technology • April 2024 7
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food Marketing - Technology 2/2024

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