MEXICO: COUNTRY REPORT
World Avocado CongressCairns, Australia
September 9, 2011
Proceedings VII World Avocado Congress 2011 (Actas VII Congreso Mundial del Aguacate 2011). Cairns, Australia. 5 – 9 September 2011
OVERVIEW OF PRESENTATION
• Producing areas and productiontrends
• Exports to USA• Exports to other countries• Forecast for the 2011-12 season• Conclusions
PRODUCING STATES
MAIN PRODUCING STATES
MICHOACAN: LARGEST PRODUCING STATE
MAIN PRODUCING STATES
STATE HECTARES GROWERS CROP (Tons) SHARE % ∆
MICHOACAN 107,058 14,650 920,276 85% 3.3JALISCO 8,468 298 29,985 3% 12.4MEXICO 3,615 825 21,332 2% 1.0MORELOS 3,348 1,090 26,935 2% 5.7NAYARIT 2,708 748 25,843 2% 7.6GUERRERO 2,394 195 12,338 1% < 1%PUEBLA 1,644 289 8,171 1% < 1%OTHER STATES 5,090 2,203 32,625 3% -TOTAL 134,325 20,298 1,077,505 100%
Datos 2010 (Cantidades expresadas en toneladas)Fuente: Elaborado por el Servicio de Información Agroalimentaria y Pesquera (SIAP), con información de las Delegaciones de la SAGARPA.
MICHOACAN: MAIN PRODUCING AREA
• Mountain areas, volcanic origin• Altitude: 1,350 to 2,400 masl• Rainy, subtropical climates• Average yield < 10 ton/ha
EXPORT PROGRAM TO USA
MICHOACAN: EXPORT PROGRAM TO USA (2011-2012)
24 CERTIFIED MUNICIPALITIES
36 CERTIFIED PACKINGHOUSES
56,645 CERTIFIED HECTARES (53%)
6,869 GROWERS (47%)
10,172 CERTIFIED ORCHARDS
EXPORTS TO USA (2010-2011)
HARVESTED: 361,524 TONS
EXPORTED: 284,214 TONS
15,130 TRUCKLOADS
EXPORTS TO USA (Tons)
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
6,032 9,769 11,729 10,22124,478 29,910
42,607
112,577
129,482
166,830
215,847
301,548270,215
284,214
1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-042004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
USA SUPPLIERS 2010-2011
MEXICO53%
CHILE10%
CALIFORNIA37%
MEXICO 284,214 TONS 53%CHILE 54,295 10%CALIFORNIA 195,709 37%
*Cantidades en toneladas
2006-2007 2007-2008 2008-2009 2009-2010 2010-2011
158,263
124,475 104,351
122,471
195,709 166,826
215,573
301,548
270,215 284,214
117,877
85,327
55,838
134,811
54,295
CALIFORNIA MEXICO CHILE
USA SUPPLIERS 2006-2011
DEVELOPMENT OF THE USA MARKET
GEOGRAPHICAL EXPANSION 1997-2007
YEAR-ROUND AVAILABILITY
GROWTH OF HISPANIC POPULATION
PROMOTIONAL PROGRAMS
CONSUMPTION HAS INCREASED 200% BETWEEN 1997 AND 2010
DEVELOPMENT OF THE USA MARKET
DEVELOPMENT OF THE USA MARKET
HISPANIC POPULATION30 million in 2000; 45 million in 2007
Estimated 55 million in 2050
Group with the highest consumption in fruits and vegetables:
228 USD per family/month, vs. 165 (Anglos) & 130 (African-americans)
DEVELOPMENT OF THE USA MARKET
INVESTMENT IN PROMOTIONSMHAIA: 13-14 million USD in 2010-11
In sinergy with HAB, CAC & CAIA
APEAM’s Program: 7 million
-
1
2
3
4
5
6
7
8
02-03 03-04 04-05 05-06 06-07 07-08 08-09 09-10 10-11
EXPORTS TO OTHER COUNTRIES
EXPORTS TO OTHER MARKETS
-
10,000
20,000
30,000
40,000
50,000
60,000
70,000
80,000
90,000
1
10,586
45,616
- - -
29,389
42,272 49,896 49,806
69,834 66,215
73,413 73,861
68,596 76,051
84,327 75,146
1991-92 1995-96 1996-97 1997-98 1998-99 1999-002000-01 2001-02 2002-03 2003-04 2004-05 2005-062006-07 2007-08 2008-09 2009-10 2010-11
OTHER EXPORT MARKETS
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
20,236
9,88211,434 10,718
8,402
3,368
21,79623,761 22,979
24,075
30,85133,429
17,478
22,598
17,205
23,01322,486
17,867
13,903
17,621 16,97818,245
22,58820,482
Europa Japón Centro América Canadá
FORECAST: SEASON 2011-12
• TOTAL PRODUCTION IN MICHOACAN:• 1’110,000 TONS
• EXPORTS TO USA• 310,000 TONS
• EXPORTS TO OTHER MARKETS• 100,000 TONS
• DOMESTIC MARKET• 700,000 TONS
MAIN CHALLENGES
Increase productivity by improving pre- and post-harvest technology
Maintain marketing efforts to increaseconsumption in main markets (domestic and international)
Establish industry-wide development programs• Research• Sustainability• Food Safety• Quality Assurance
CONCLUSIONS
The Mexican avocado industry keeps growing, at a constant and moderate rate
Export activities show high dynamism and accelerated growth
• Increasing percentage of our crop for export markets• New producing areas
The industry is focused in the US market• Japan, Canada and Central America are also important
markets• Europe is an occasional market• Other markets in Asia and Latin America have potential in
the long term
ASOCIACION DE PRODUCTORESY EMPACADORES EXPORTADORES
DE AGUACATE DE MICHOACAN, A.C.
www.apeamac.comwww.avocadosfrommexico.com
THANK YOU!!!
