Archive for September, 2013

We got the news late last week!


Our first shipment of avocados from Mexico has just arrived and is being stored in a warehouse on the East Coast.  Soon, food co-operatives and natural food stores in the Mid-Atlantic, Northeast and Upper Midwest will not only be carrying our small farmer bananas, but also these tasty avocados from Pragor, a small farmer co-op in Michoacan, Mexico.

The first shipment of avocados arrives in the U.S.!

The first shipment of avocados arrives in the U.S.!

Read this interview with Nicole Vitello in the Fresh Fruit Portal to learn more about why these avocados are so important.

Read more about the challenges facing small farmer avocado producers here.

Interested in seeing if your store carries Equal Exchange avocados?  Natural food stores and co-ops currently carrying our bananas will soon also have these delicious avocados as well.  Click here to learn more.

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What? We are so excited to announce the launch of Equal Exchange Organic, Fair Trade Avocados.

When: Starting the end of September 2013. The Mexican avocado season typically runs September to March.

How? Look for Equal Exchange avocados at your local co-op or natural food store. If you do not see Equal Exchange on your avocado (or banana!), ask your local co-op or natural food store produce manager to carry them!

Where? Sourced directly from PRAGOR small farmer co-op in Mexico, Equal Exchange avocados will be available in the Northeast, Mid-Atlantic and Upper Midwest. We hope to expand distribution to other areas in the US.

Read all about small farmer avocado obstacles here!
Learn more here.


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Click here to read Part I of “Through the Avocado Obstacle Course” by Jessica Jones-Hughes

A small Hass avocado growing on an avocado tree on Alfredo's mountainous family farm

A small Hass avocado growing on an avocado tree on Alfredo’s mountainous family farm

Finish Line: Pragor


You made it! You finished alongside enough fellow producers and found a buyer who cares!


After hearing about the harsh realities of the avocado market in Mexico, I was stunned. Nicole and I had dug into the avocado world ahead of our trip, but what we learned was nothing close to the challenges we heard first hand in Mexico, making Pragor’s story even more impressive. Pragor began six years ago, working with a different fair trade organization, but still faced many of the same challenges. The trials they faced only made them stronger and more dedicated to finding truly respectful trading partners.

In 2010, Pragor courageously reorganized and decided they would control the process; organizing staff and a board of directors, managing clients and sales, and controlling the process of harvest and packing coordination, quality control and shipping to customers themselves.  Pragor is now composed of 20 socios (producer members) who each own an average of 5-8 hectares land, all 100% organic. The members of the coop farm on land that is lush and mountainous. Many of the huertos have a diverse mix of avocados growing alongside lemons, limes, peaches, apples, pumpkins and cactus. On several farms live the oldest Hass trees in the area, now 50 and 60 years old, and still producing avocados.

Many of the members transitioned to organic 10 or more years ago, a revolutionary move at the time, especially in Mexico. Some decided to transition after a family member passed away from cancer, potentially as a result of the pesticides used when farming conventionally. Now their farms are lined with homemade organic products used to combat tree diseases and increase fertilization. See the photo of what I like to call “pumpkin stew” used to add nutrients to the soil.

"Pumpkin stew"

“Pumpkin stew”

During our visit, our new friends proudly showed us around their beautiful farms. We sat on the mountaintop farms, enjoying late lunches of delicious Chile rellenos, homemade tortillas, guacamole and other traditional dishes.

Despite the pride and excitement each producer had for their land, you could see the tired lines of hard work on their faces. This work has not been easy and Pragor has been fighting the battle for many years. Right now their biggest challenge is finding trading partners to work with who believe in their small farmer mission and will engage in the respectful and fair business relationships their members deserve. As you can imagine, there are not many organizations out there like Equal Exchange.

To encounter a farmer coop that has the courage to organize together while facing the realities of the drug cartels, multinational control and strict USDA regulation is truly rare. Pragor’s strength and perseverance is a lesson for anyone committed to working for change in today’s world.

Nelson Mandela put it best, “I have discovered the secret that after climbing a great hill, one only finds that there are many more hills to climb.” Pragor has reached the top of a small mound. They are looking ahead to the many more hills lying in front of them. As Equal Exchange begins our work with Pragor there are many mountains to overcome: Will distributors and stores take the risk to carry these fair trade avocados? Will consumers hear the story of Pragor and pay more for their avocados? Will enough individuals make the decision to stand with Pragor so that fair trade avocados succeed? Change will only be successful if producers and consumers band together and climb each hill, united as one.

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Click here to read Part I of “Through the Avocado Obstacle Course” by Jessica Jones-Hughes

A group of avocado farmers and their families with Equal Exchangers after a delicious homemade Mexican meal in the mountains.

A group of avocado farmers and their families with Equal Exchangers after a delicious homemade Mexican meal in the mountains.

Obstacle #3: The USDA

Challenge: You are suddenly back on your farm and your box of avocados is being sorted and tested for quality. If they have a brown spot, are too small in size, or come from a tree that may have contained worms, they are thrown to the hungry avocado eating guacabeasts. If enough co-op members pass obstacle #3, you might just have enough volume to find a buyer at the finish line.

Since the US also produces avocados and wants to ensure that California avocados remain competitive, there are an incredible number of control points in the Mexican avocado industry. Each producer must receive about 3 certifications for quality and potential volumes alone, plus USDA certification of each hectare of land. Each individual certification is expensive and must be obtained yearly. In addition, every time avocados are harvested, a USDA approved cosechador (harvester) must be contracted to come to the farm to inspect and harvest the fruit. Larger companies can afford their own harvesters, but Pragor does not yet have enough volume to cover a full time harvester. The USDA also must inspect twice at the pack house, and again when the truck crosses the border into the US. By the time Mexican avocados arrive on your store shelf they have undergone 5 official inspections, each adding extra costs to the final price.

Alfredo, a member of the PRAGOR cooperative, on his families beautiful farm in Tingambato. He and his family converted to organic 10 years ago, a revolutionary move for the time!

Alfredo, a member of the PRAGOR cooperative, on his families beautiful farm in Tingambato. He and his family converted to organic 10 years ago, a revolutionary move for the time!

Obstacle #4: US Cheap Food System

Challenge: Congratulations! You made it to the last obstacle with enough producers to look for a US buyer. In order to cross the finish line, you must find a decent buyer who will:  a) buy and sell enough avocados all through the season (~September to March); b) Pay enough for your avocados for your co-op to survive; and c) Sell your avocados to consumers who care.

Pricing on avocados is a cut throat business. Throughout the year as different avocado growing seasons begin in Mexico, USA, Chile, and Peru, supply increases and decreases, as does the price. Over the last few years, US consumer demand for avocados has grown due to year round avocado supply from a longer Mexican avocado season, and from Chilean and Peruvian avocados entering the US market. As a result, U.S. imports of Mexican avocados grew by 40% last year on top of the growth that occurred in prior years. This exponential growth has further exacerbated the price wars on the producer, distributor, and consumer level.

Last year, Pragor producers received prices as low as $0.27 per pound for their highest quality Category I organic avocados when selling to multinationals. Farmers have a very difficult time attaining an accurate asking price for their ready-to-harvest-avocados. When the market is tight, companies offer high prices to producers and low prices to the stores to keep customers and undercut competition. The shimmering high price causes producers to compete against one another, and sell their fruit for this high price, only to be offered a very low price by the same company for their next harvest. Pragor therefore has to be extra diligent when recruiting farmers to join their co-operative. It is essential to find producers who appreciate and desire being part of a fair trade and cooperative business model. The fair trade concepts of democratic decision making, minimum pricing plus an additional social premium, and increased control over operations are even more foreign in the Mexican landscape.

In the US market, the big importers purchase avocados at a high price and sell incredibly low to distributors, undercutting competition. They then wait for the right moment to pay ghastly low prices to producers and overcharge distributors to make up their margin. The consumer, as usual, remains relatively blind to the price war behind their avocados sitting nicely on the shelf for $1.89 each. US consumers are conditioned to want cheap food. Our cheap food mentality does not reflect the true cost of food and energizes these price wars. The stores are afraid to charge more to the consumer, the importer is anxious about charging more to the store and the producer is terrified of asking more from the importer.

If we create a world where food is cheap, but only for the consumer, what kind of world have we created?

Tomorrow, read the conclusion here.

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Click here to read Part I of “Through the Avocado Obstacle Course” by Jessica Jones-Hughes

Obstacle #2: Corporate Control

Challenge: You must outsmart representatives from the avocado multinational companies who are sprinkled throughout the hills. Your challenge is to run past them backwards with a blindfold on while holding your box of avocados. Watch out for the surprise holes covered with tempting bags of money strategically placed along the route!

Giant avocado agribusiness has a heavy presence in the region. The climate in Michoacán is ideal for avocado production. The combination of various altitudes, a short rainy season and well-nutritious soil, produce some of the highest quality and most delicious avocados in the world.  For this reason, Michoacán is the avocado capital of Mexico. The story of avocados parallel that of many other commodities: giant corporations that receive the majority of the profits and control while keeping producers in poverty. (more…)

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