US Avocado Market

Introduction

Avocados have become a popular and highly sought-after in the United States, with demand increasing yearly. Mexico is one of the top avocado growers, accounting for more than 80% of worldwide avocado output, and has been an essential supplier to the U.S. market. As the demand for avocados grows, there is an excellent potential for new enterprises to enter the market and profit on the rising demand.

This business plan explains the strategy for exporting avocados from Mexico to the United States, including a study of both the exporting and importing nations, an avocado product analysis, and a review of the applicable export and import rules. This strategy will give a thorough grasp of the market as well as the processes required to effectively export avocados to the United States.

Exporting Country Background: Mexico

With nearly 1.5 million metric tons produced in 2020, Mexico is the world’s leading producer and exporter of avocados. Michoacán is Mexico’s leading avocado grower, accounting for around 80% of national production. Jalisco, Nayarit, and Sinaloa are three more important avocado-producing states in Mexico (Arima et al., 2022).

Mexico has an extensive history of agricultural production, thanks to its favorable climate and diversified ecosystems, which sustain a broad range of crops. The country has a substantial agricultural industry, accounting for around 4% of Mexico’s GDP and employing approximately 13% of the labor force.

Mexico has a well-developed infrastructure that facilitates agricultural exports such as avocados. Mexico has numerous large ports, including Manzanillo, Veracruz, and Lazaro Cardenas, that are well-equipped to handle agricultural commodity exports. Furthermore, numerous airports in Mexico, notably Mexico City International Airport, one of the largest in Latin America, are capable of handling air freight.

Mexico has many free trade agreements in effect, including the North American Free Trade Agreement (NAFTA) with the United States and Canada, as well as the Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP), which includes 11 Asian nations. These free trade agreements have facilitated commerce between Mexico and other nations, notably the United States, and have reduced entrance barriers for enterprises wishing to export products (Terry & Doren, 2022).

However, when it comes to avocado exports, Mexico confronts significant difficulties. The issue of cartel violence in some sections of the nation, which may hamper transportation and trade, is a serious obstacle. Furthermore, Mexico has encountered avocado-related pests such as the avocado weevil, which has resulted in heightened inspection of avocado imports in several nations.

Mexico advantages from its position in addition to its great climate and infrastructure. Mexico is located immediately south of the United States, making it an ideal site for exporting goods to the American market. Because of the proximity, transportation times and expenses are generally cheap, making it more cost-effective to export items to the United States.

The country’s extensive cultural links with the United States are another benefit for Mexican avocado exporters (Mark, 2023). numerous Mexicans have family or cultural links to the U.S., and the two nations have numerous cultural similarities. This cultural connection can aid commerce and make it simpler for Mexican companies to access the U.S. market.

However, there are several obstacles that Mexican avocado exporters must overcome. Competition from neighboring nations, notably Peru and Chile, is a big problem. Both nations are also important growers and exporters of avocados, and output has increased in recent years (Jones et al., 2019). This increasing rivalry may put Mexican exporters under pressure to deliver competitive pricing and high-quality products.

Another thing to consider is transportation and logistics. Despite Mexico’s well-developed infrastructure, transportation and logistical challenges might arise, particularly during high export seasons. It is critical for Mexican exporters to have dependable logistics partners and to properly organize their shipments to minimize delays or other problems (Coronado et al., 2010).

Overall, Mexico’s position as a major avocado grower and exporter, convenient location and infrastructure, and cultural links with the U.S. make it an excellent choice for exporting avocados to the U.S. market. However, Mexican exporters must also deal with problems such as foreign rivalry and transportation and logistics issues.

Importing Country Background: United States

With nearly 1.6 billion pounds imported in 2020 (Huang et al., 2022), the United States is the world’s top importer of avocados. Avocados’ popularity in the United States has gradually increased in recent years, owing to the fruit’s health advantages and versatility in cooking. Avocados are popular in the United States, where they are used in a range of cuisines such as guacamole, salads, and sandwiches.

California is the greatest avocado-producing state in the U.S., accounting for over 90% of total output (Huang et al., 2022). Florida, Hawaii, and Texas are also avocado-producing states in the United States. Domestic production in the United States, however, is insufficient to fulfill the enormous demand, and the country must import avocados from other countries, like Mexico.

The United States has an economically advanced system, with a GDP of more than $22 trillion in 2020. The country is a big consumer of agricultural goods such as avocados, and it has a broad and diversified customer base that expects high-quality and safe products (Williams & Hanselka, 2020).

In terms of infrastructure, the United States has a well-developed transportation system that facilitates agricultural product imports. The country has numerous important ports, notably the California ports of Los Angeles and Long Beach, which are the largest in the country and handle a substantial quantity of agricultural imports. Furthermore, the United States has multiple airports capable of handling air cargo, including major airports such as New York’s John F. Kennedy International Airport and California’s Los Angeles International Airport (Williams & Hanselka, 2020).

When it comes to imports, the United States too has a complicated regulatory system. The United States Department of Agriculture (USDA), the Food and Drug Administration (FDA), and Customs and Border Protection (CBP) are among the federal departments in charge of regulating imports. These authorities have various standards and regulations that importers must follow, including food safety, labeling, and customs processes.

The United States has various free trade agreements in effect that enable commerce with foreign countries. The North American Free Trade Agreement (NAFTA) is one of the most essential trade agreements for the avocado sector since it eliminates tariffs on most items moved between the US, Canada, and Mexico. However, NAFTA was superseded in 2020 by the United States-Mexico-Canada pact (USMCA), which incorporates certain modifications and adjustments to the original pact.

The United States has a strong consumer culture as well, with an emphasis on high-quality and safe items. Consumers in the United States are ready to pay a premium for items that fulfill their quality, safety, and sustainability expectations. This consumer culture has the potential to open doors for Mexican avocado exporters who may differentiate their products based on these aspects.

However, there are several obstacles that Mexican avocado exporters must overcome when shipping to the United States. The complicated regulatory framework, which may be difficult to traverse and may need large resources to comply with, is one of the most challenging difficulties. Furthermore, rivalry from other avocado-producing nations exists, including domestic production in the United States as well as imports from countries such as Peru and Chile (Williams & Hanselka, 2020).

Overall, the United States is a promising market for Mexican avocado exporters, with a huge and rising customer base and a well-developed infrastructure to accommodate imports. However, negotiating the complicated regulatory framework and competing with other avocado-producing nations may be difficult and time-consuming.

Mexico and the U.S. Cultural Comparison: Hofstede’s Six Dimension Analysis

When conducting business beyond borders, it is critical to recognize and accept the cultural distinctions that exist across the two nations. Hofstede’s Six Dimension Analysis is a well-known framework that can help in understanding cultural differences (Lamb, 2016). This analysis looks at six cultural dimensions: power distance, individualism, masculinity/femininity, uncertainty avoidance, long-term orientation, and indulgence.

1. Power Distance: This dimension refers to the extent to which people in a society accept unequal distribution of power. Mexico has a high power distance, meaning that there is a significant power distance between people in different positions of authority. In contrast, the United States has a low power distance, meaning that there is a relatively small power distance between people in different positions of authority (Lamb, 2016). This implies that commercial interactions in Mexico are often hierarchical, and it is critical to respect those in positions of power. Business interactions in the United States are more egalitarian, and workers are generally assessed on their individual talents rather by their position in the hierarchy.
2. Individualism: This dimension refers to the extent to which people in a society prioritize individual goals over group goals. The United States has a high individualism score, meaning that people tend to prioritize their own goals over group goals. In contrast, Mexico has a low individualism score, meaning that people tend to prioritize group goals over individual goals. This implies that corporate connections in the United States are more transactional in nature, with people focusing on accomplishing their own interests. In Mexico, business relationships tend to be more personal, with people focusing on building long-term relationships based on mutual trust and respect (Lamb, 2016).
3. Masculinity/Femininity: This dimension refers to the extent to which a society values traditionally masculine or feminine traits. The United States has a high masculinity score, meaning that society values traditionally masculine traits such as assertiveness and competition. In contrast, Mexico has a low masculinity score, meaning that society values traditionally feminine traits such as cooperation and nurturing. This implies that commercial interactions in the United States are more competitive, with everyone focused on accomplishing their own objectives. In Mexico, business relationships tend to be more cooperative, with people focused on achieving shared goals.
4. Uncertainty Avoidance: This dimension refers to the extent to which people in a society feel uncomfortable with ambiguity and uncertainty. Mexico has a high uncertainty avoidance score, meaning that people in Mexico tend to feel uncomfortable with ambiguity and uncertainty. In contrast, the United States maintains a low uncertainty avoidance rating, suggesting that Americans are more comfortable with uncertainty and ambiguity. This suggests that individuals in Mexico prioritize predictability and stability in commercial partnerships, whereas people in the United States are more inclined to take risks and welcome unpredictability.
5. Long-Term Orientation: This dimension refers to the extent to which people in a society prioritize long-term goals over short-term goals. Mexico has a high long-term orientation score, meaning that people in Mexico tend to prioritize long-term goals. On the other hand, the United States displays a poor long-term orientation score, indicating that Americans value short-term aims. This suggests that in Mexico, people focus on long-term relationships built on respect and mutual trust, whereas in the United States, individuals prioritize short-term goals and rapid gains (Lamb, 2016).
6. Indulgence: This dimension refers to the extent to which people in a society value indulgence and the pursuit of pleasure. The United States has a high indulgence score, indicating that people in the United States value indulgence and the pursuit of pleasure. In contrast, Mexico has a low indulgence score, meaning that people in Mexico tend to be more restrained in their pursuit of pleasure. This means that in the United States, business relationships tend to be more casual, with people willing to mix business with pleasure. In contrast, in Mexico, business relationships tend to be more formal, with people focusing on business matters rather than socializing.

Product Analysis: Avocado

Description

Avocado is a commonly produced fruit in Mexico that has grown in popularity in recent years owing to its nutritional worth and adaptability in a variety of cuisines. The avocado is a pear-shaped fruit with a thick, leathery skin that is dark green in color. Avocado flesh is creamy, rich, and high in healthy fats, making it a favourite component in many healthful dishes.

Avocado is regarded as a superfood due to its numerous health advantages. It is high in healthful fats, vitamins, and minerals such as potassium, vitamin K, vitamin E, vitamin C, and vitamin B6. Avocado’s beneficial fats have been linked to decrease cholesterol and a lower risk of heart disease. Furthermore, avocado’s high fiber content helps aid digestion and avoid constipation.

Avocados are a versatile culinary component that may be utilized in a variety of ways. They are frequently seen in salads, sandwiches, and dips like as guacamole. They may also be mashed and spread on toast to replace butter or oil in baking recipes.

Harmonized Commodity Description and Coding System Classification

The Harmonized Commodity Description and Coding System (H.S.) is an international standard used for classifying goods in international trade. The H.S. classification system assigns a six-digit code to each product, which is used to identify the product and determine the applicable customs duty rate (Fedotova, 2022).

Avocado is classified under H.S. code 080440, which is reserved for fresh or dried avocados. This code is used to classify avocados for import and export purposes and is applicable in all countries that use the H.S. classification system (Fedotova, 2022).

The H.S. code system is important for businesses that trade in avocados because it helps to ensure that the correct customs duty rates are applied to their products. This may have a substantial influence on the cost of importing or exporting avocados, as well as the profitability of avocado-related enterprises. By understanding the H.S. code system and ensuring that the correct codes are applied to their products, businesses can avoid potential customs issues and maintain compliance with international trade regulations (Fedotova, 2022).

In conclusion, avocado is a popular and versatile fruit that is widely cultivated in Mexico and traded internationally. Its nutritional value and culinary versatility make it a valuable commodity in the global marketplace. Understanding the H.S. classification system and the proper classification of avocados is important for businesses that trade in this product and can help to ensure compliance with international trade regulations.

Export/Import Analysis

PESTLE Analysis

A PESTLE analysis is a framework that is used to analyze the external factors that can affect a business’s operations and performance in a particular market. The acronym PESTLE stands for Political, Economic, Sociocultural, Technological, Legal, and Environmental factors. In this section, we will apply the PESTLE framework to analyze the export and import of avocados from Mexico to the United States.

Political Factors

Political factors refer to the impact of government policies and regulations on business operations. Political issues can have a substantial influence on avocado commerce between Mexico and the United States. Some of the political considerations that might influence avocado export and import include:

• commerce Agreements: The North American Free Trade Agreement (NAFTA) and the USMCA (United States-Mexico-Canada Agreement) have considerably eased commerce between Mexico and the United States (Gilbert & Michele, 2022). These agreements have aided in the reduction of tariffs and other trade obstacles, making it simpler and less expensive for firms to export and import avocados.
• Border limitations: Avocado export and import can be impacted by border limitations between Mexico and the United States. For example, the Trump administration threatened to close the border with Mexico in 2019, which would have had a huge impact on the two nations’ avocado trade (Samantha, 2020).
• Political Instability: Political instability in Mexico might have an influence on avocado exports. Protests, strikes, or civil instability, for example, can disrupt supply chains and make it impossible for companies to ship avocados to the United States.

Economic Factors

Economic factors refer to the impact of economic conditions on business operations. Some of the economic elements that might influence avocado export and import include:

• Exchange fluctuations: Exchange fluctuations between the Mexican peso and the U.S. dollar might affect the profitability of avocado exports to the U.S. For example, if the peso falls in value versus the dollar, Mexican enterprises may find it more expensive to export avocados.

Consumer Demand: Consumer demand for avocados in the United States can also impact the export of avocados from Mexico. If demand for avocados rises, Mexican enterprises may be able to export more avocados to the United States.

• Market Competition: Market competition can also impact the export and import of avocados. Many other nations, notably Peru, Chile, and Colombia, sell avocados to the United States. Mexican businesses must compete with these other countries to export their avocados to the United States (Export-Import, 2011).

Sociocultural Factors

• The influence of society and cultural variables on company operations is referred to as sociocultural factors. Some sociocultural elements that might influence avocado export and import include:

• Health Trends: The United States’ move toward better eating patterns has raised demand for avocados, which are viewed as a nutritious food. Because of this tendency, Mexican enterprises now have more options to sell avocados to the United States.
• Consumer Preferences: Consumer preferences for different types of avocados can also impact the export and import of avocados. For example, some consumers prefer Hass avocados, while others prefer Fuerte avocados. Mexican businesses must understand these preferences to effectively market their avocados in the United States.
• Cultural Differences: As we discussed earlier in the cultural comparison section, there are significant cultural differences between Mexico and the United States that can impact business operations. Mexican businesses must understand and appreciate these cultural differences to effectively market their avocados in the United States.

Technological Factors

Technological factors refer to the impact of technological developments on business operations. Some of the technologicalfactors that can affect the export and import of avocados include:

• Transportation Technology: Transportation technology has a significant impact on the export and import of avocados. Advances in transportation technology, like as refrigerated containers for shipment, have made transporting avocados from Mexico to the United States easier and more cost-effective.
• Information Technology: Information technology can also impact the export and import of avocados. For example, online marketplaces and digital marketing can help Mexican businesses reach customers in the United States more effectively.
• Agricultural Technology: Advances in agricultural technology, such as new varieties of avocado trees and better irrigation systems, can also impact the export and import of avocados. Mexican companies who can produce higher-quality avocados utilizing innovative agricultural technologies may be able to charge a greater price in the U.S. market.

Legal Factors

Legal factors refer to the impact of laws and regulations on business operations. Some of the legal variables that might influence avocado export and import include:

• Trade rules: Trade rules, such as tariffs and import/export quotas, can have an influence on avocado export and import. Mexican businesses must navigate these regulations to effectively export avocados to the United States.
• Intellectual Property Laws: Intellectual property laws, such as trademarks and patents, can also impact the export and import of avocados. For example, if a Mexican business produces a unique variety of avocado, it may need to protect its intellectual property to prevent others from copying its product.
• Environmental Regulations: Environmental regulations, such as restrictions on the use of pesticides and fertilizers, can impact the export and import of avocados. Mexican businesses that can produce avocados using environmentally sustainable practices may have an advantage in the United States market (Everett et al., 2004).

Environmental Factors

Environmental factors refer to the impact of environmental conditions on business operations. Some of the environmental factors that can affect the export and import of avocados include:

• Climate Change: Climate change can impact the production of avocados in Mexico. Changes in temperature and rainfall patterns, for example, can have an impact on the quality and amount of avocados produced. Mexican businesses must adapt to these changing environmental conditions to continue exporting avocados to the United States.

• Natural Disasters: Natural disasters, such as hurricanes and floods, can also impact the production and export of avocados. For example, Hurricane Odile in 2014 caused significant damage to avocado farms in Mexico, which disrupted the avocado trade between Mexico and the United States.
• Environmental Sustainability: Environmental sustainability is becoming an increasingly important factor in the export and import of avocados. Consumers in the United States are increasingly concerned about the environmental impact of the products they consume, which means that Mexican businesses that can produce avocados using environmentally sustainable practices may have an advantage in the United States market.

In summary, the PESTLE analysis helps to identify the external factors that can impact the export and import of avocados from Mexico to the United States. Mexican businesses must navigate these factors to effectively export their avocados to the United States market. By understanding and adapting to these external factors, Mexican businesses can increase their competitiveness and profitability in the United States market.

Export Regulations

The rules, policies, and processes that control the export of products from one nation to another are referred to as export regulations. There are various export rules that Mexican enterprises must follow when exporting avocados to the United States to ensure an easy and legal exportation.

One of the key regulations that Mexican businesses must comply with is the Mexican Law of Commerce. This law requires that all goods being exported from Mexico meet certain quality and safety standards. For example, avocados must be free from pests and diseases and meet specific maturity and size requirements. Additionally, the packaging and labeling of the avocados must also comply with Mexican standards.

Another key law is the Food Safety Modernization Act (FSMA) of the United States Food and Drug Administration (FDA) (Lisha & James, 2017). This act requires that all imported food, including avocados, meet certain safety standards to prevent foodborne illnesses. Mexican businesses that export avocados to the United States must comply with the FSMA’s requirements, which include:

• Establishing and maintaining a food safety plan that includes hazard analysis and risk-based preventive controls.
• Conducting supplier verification activities to ensure that the avocados being exported meet the FDA’s safety standards.
• Maintaining records to document compliance with the FSMA’s requirements.

Mexican businesses that do not comply with the FSMA’s requirements may face penalties, including detention of their products at the U.S. border.

In addition to these regulations, there are also trade agreements that can impact the export of avocados from Mexico to the United States. One such agreement is the North American Free Trade Agreement (NAFTA), which governs trade between Mexico, the United States, and Canada. NAFTA has facilitated the trade of avocados between Mexico and the United States by eliminating tariffs and reducing other trade barriers. However, NAFTA has been replaced by the United States-Mexico-Canada Agreement (USMCA), which came into effect on July 1, 2020. Under the USMCA, Mexican businesses that export avocados to the United States must comply with new regulations related to labor rights, environmental standards, and intellectual property rights.

Mexican businesses that export avocados to the United States must also comply with U.S. customs regulations. These regulations include requirements for documentation, labeling, and packaging of the avocados being exported. Mexican businesses must ensure that they have the necessary documentation, such as a certificate of origin, to demonstrate that the avocados being exported meet U.S. customs regulations.

Finally, Mexican businesses must also comply with export controls that are designed to protect national security and prevent the export of sensitive technologies and products. For example, the U.S. Department of Commerce’s Bureau of Industry and Security (BIS) regulates the export of certain items, including technology and software, that have both commercial and military applications. Mexican businesses that export avocados to the United States must ensure that they are not exporting any controlled items without the necessary licenses or authorizations.

In conclusion, Mexican businesses that export avocados to the United States must comply with a range of export regulations related to quality and safety standards, trade agreements, customs regulations, and export controls. By understanding and complying with these regulations, Mexican businesses can ensure that their avocados meet the necessary requirements for export to the United States and avoid penalties or other legal issues.

Import Regulations

Import regulations are laws, policies, and procedures that govern the entry of goods into a country from another. In the case of importing avocados from Mexico to the United States, there are several regulations that U.S. businesses must comply with to ensure smooth and legal importation.

One of the key import regulations is the U.S. Food and Drug Administration’s (FDA) Food Safety Modernization Act (FSMA) (Chris, 2015). This act requires that all imported food, including avocados, meet certain safety standards to prevent foodborne illnesses. U.S. businesses that import avocados from Mexico must ensure that the avocados meet the FDA’s safety standards, which include:

• Being produced under conditions that meet U.S. food safety standards.
• Being free from pests, disease, and other harmful substances.
• Being labeled properly, including the country of origin and the name and address of the producer, importer, or distributor.
• Being accompanied by proper documentation, including a certificate of origin and a bill of lading.

U.S. businesses that fail to comply with the FSMA’s requirements may face penalties, including seizure and destruction of the avocados, and fines.

Another important import regulation is the Harmonized Tariff Schedule (HTS), which is a system of codes used to classify imported goods for the purpose of determining customs duties. Avocados are classified under HTS code 0804.50.20, which is the code for fresh or dried avocados. U.S. businesses that import avocados from Mexico must pay the appropriate customs duties based on the HTS classification (Chris, 2015).

In addition to the FSMA and HTS, there are also regulations related to trade agreements that impact the import of avocados from Mexico to the United States. Under the United States-Mexico-Canada Agreement (USMCA), which replaced the North American Free Trade Agreement (NAFTA), Mexican avocados can enter the United States duty-free (Chris, 2015). However, U.S. businesses that import avocados from Mexico must still comply with regulations related to customs, safety, and labeling.

U.S. businesses that import avocados from Mexico must also comply with regulations related to the protection of intellectual property rights. For example, avocados that are sold under specific trademarks, such as “Hass” avocados, are protected under U.S. trademark law. U.S. businesses that import avocados that are labeled with protected trademarks must ensure that they have the necessary permission or licensing to use those trademarks (Friedmann & McNair, 2008).

Finally, U.S. businesses that import avocados from Mexico must comply with regulations related to the environment and labor standards. The U.S. Department of Agriculture (USDA) requires that imported fruits and vegetables meet certain environmental and labor standards, including compliance with pesticide regulations and fair labor practices. U.S. businesses that import avocados from Mexico must ensure that the avocados meet these standards.

In conclusion, U.S. businesses that import avocados from Mexico must comply with a range of import regulations related to food safety, customs, trade agreements, intellectual property rights, and environmental and labor standards. By understanding and complying with these regulations, U.S. businesses can ensure that the avocados they import meet the necessary requirements for entry into the United States and avoid penalties or other legal issues.

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