The Avolution has begun

A new avocado marketing company has been launched which aims to boost year-round supply of Australian avocados throughout the country. The Avolution brings together producers from around Australia to ensure a 12-month supply of avocados is available.

The Avolution will simplify and centralise the marketing of avocados so that growers can focus on producing top-quality fruit, The Avolution CEO Antony Allen said at the company’s official launch.

Founded in March 2012, The Avolution represents growers in Queensland, Victoria and Western Australia and currently supplies 20% of Australia’s avocados.

Three major avocado pack houses in Queensland and Western Australia, which includes a network of smaller growers, have a 12-month supply covered. Previously, during the months when the east coast was not producing avocados, supermarket chains would stock New Zealand avocados to fill the gap.

“The Avolution was designed to give service to the chains, so they don’t have to go overseas chasing fruit,” said Lachlan Donovan, one of three The Avolution founders. “There is a 12-month supply of fruit here in Australia and if we can manage that supply it helps the whole system.”

Since its formation, The Avolution has secured business with Woolworths, Coles and several independents including premium grocer Thomas Dux. Via the Bidvest Fresh distribution network, the company also supplies Mexican restaurant chain Guzman y Gomez with avocados for its guacamole.

Allen says the 65 growers who supply fruit to The Avolution benefit from the company’s fully recorded supply chain and quality assurance system, transparency and fixed costs to market fruit, and quick payment terms.

The Avolution’s operations will continue to be streamlined, Allen said, and the marketing model may be applied to other crops in future, given its success.