In order to meet a market demand and, at the same time, add value to the organic avocados that do not meet the conditions for fresh marketing, Jalhuca organic guacamole has been created in Malaga.
“As with any fresh product, the production and marketing of avocados has given rise to several categories, based on the product’s appearance, size, etc., with a range of categories, from premium to standard or second class. For some time now, Malaga-based production and marketing companies have been implementing their own processing lines for the avocados that cannot be marketed fresh, so that these can be processed into sauces and other by-products, and we have also taken this path with our organic avocados,” said Enrique Morales, commercial director of Jalhuca Explotaciones.
The company has thus launched two versions of its first organic guacamole: mild and spicy. The product will be available in a 200-gram tub with a shelf life of up to 35 days. “This guacamole is being produced with a recipe by Cordovan chef Juanjo Ruiz. Since it is an organic product, we want its presentation to look as homemade as possible. That is why we decided that its texture should only be slightly emulsified, with chunks, as it’s usually the case when prepared at home,” said Enrique Morales.
The product is not commercially available yet, although they hope to launch it in early 2023. We have already sent samples in a commercial format to our customers and organised tastings for our visitors at the Fruit Attraction international fair in Madrid. So far, those who have tried it have shown great interest and acceptance, so we hope to start selling it soon in supermarkets and specialised organic stores in Germany, France, the Benelux and, to a lesser extent, in the United Kingdom and Scandinavia, among other markets.
Jalhuca Explotaciones was founded in Malaga in 2001 to market the organic avocados it was producing. Over time, the company has continued to grow and started marketing also the crops of other local producers, expanding its range with mangoes and ginger. These products, just like avocados, are supplied all year round thanks mainly to imports from Peru and, to a lesser extent, from other countries, such as Mexico, Kenya, etc. Although they have their own production in Malaga, they have recently made an investment in the town of Campo de Gibraltar, in Cadiz, where they already have their flagship 120 hectare organic avocado plantation. They also have their own subsidiary in Peru, through which the production of organic certified farmers is marketed.
“Although fresh guacamole is already starting to become available in European supermarkets, there is still a limited presence of organic brands and, in general, also of conventional brands. We are still light-years behind the status of this sauce in the United States, where there is a wide range of brands, formats and flavours on the shelves. In European chains, there is usually only one format at most. Therefore, although there are already many companies offering it, there is still a lot of room for growth, taking into account the development of avocado consumption and its derivatives in Europe. I believe this kind of product has a great future ahead, with better sales and turnover than those of traditional canned guacamoles,” said Enrique Morales.
The Malaga-based company has its own facilities for the production of its guacamole, as well as the crushed avocado pulp or vacuum-packed avocado halves for the horeca channel.
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