8 Sept 2025
From Avocado Varietal Innovation to Driving Market Growth: Westfalia Fruit Demonstrates the Future of Avocados at Fruit Attraction 2025
Westfalia Fruit, a leading multinational supplier of avocados and a range of fresh vegetables and fruit, will showcase a series of groundbreaking initiatives that demonstrate its ongoing commitment to innovation and sustainability at Fruit Attraction 2025 in Madrid (30 September – 2 October). From pioneering research in varietal development, to advancing sustainable supply chain solutions and driving market growth through insights and customer collaboration, visitors to the stand will be able to explore how Westfalia continues to set new standards for the fresh produce industry worldwide.
Highlights at this year’s show will include:
Unveiling the world’s largest avocado variety library: creating the avocados of tomorrow
- Westfalia will unveil its unprecedented avocado variety library, the largest of its kind in the world and the foundation of the company’s Orchard of the Future. Containing more than 140 unique avocado cultivars, this living collection is driving a new era of innovation. Advanced DNA technologies, AI and precision breeding are being used to create the avocados of tomorrow, tailored to evolving consumer tastes, new markets and the challenges of climate change.
Pioneering post-harvest sustainability: extending shelf-life and reducing food loss
- Westfalia will also showcase its collaboration with Swiss agri-tech innovator AgroSustain, presenting sustainable breakthroughs in post-harvest innovation. Together, the companies are trialing Afondo, an edible coating that extends avocado shelf-life while reducing food loss and cutting fungicide use by more than 50 percent. The partnership opens new opportunities for both local and international growers and distributors to extend shelf-life while reducing reliance on chemical treatments.
From supply to strategy: meet the team driving collaborative market growth
- Visitors will have the chance to meet Dani Busseni who recently joined Westfalia as Global Head of Customer Marketing and Development and the newly established Customer Development Team. The team brings together market insights, commercial strategy, and category management expertise to drive long-term growth. By transforming data into actionable strategies and working closely with leading retailers and foodservice partners, the team is unlocking new opportunities across both fresh and convenience avocado segments. This initiative marks an important step in Westfalia’s commitment to building the future of the category collaboratively, supporting customer success and grower sustainability.
“Fruit Attraction is one of the most important stages for our industry, and this year we are proud to showcase the innovations that will shape the avocado category for decades to come,” said Wim Destoop, Chief Customer Officer Westfalia Fruit. “From breeding the avocados of the future to developing sustainable supply chain solutions and collaborating with our customers, we are committed to driving growth in a way that benefits consumers, retailers, and growers alike.”
Together, these highlights demonstrate how Westfalia is continuing to reimagine the future of the avocado industry. Innovation, sustainability, and collaboration are embedded in the company’s ethos, ensuring it consistently brings fresh solutions that enhance the market, create value for partners, and support the long-term growth of the category.
Visit Westfalia Fruit at Fruit Attraction 2025 in Madrid, (30 September – 2nd October Hall 10, 10C07), to discover these innovations and explore how the company is shaping the future of avocados worldwide.
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Westfalia Fruit Group
Notes for editors
About Westfalia Fruit
The multinational Westfalia Fruit Group is a leading supplier of fresh and processed produce to international markets, offering a diverse range of quality fruit and related products via its vertically integrated supply chain. Founded over 75 years ago on guiding environmental, social, governance & sustainability principles. These practices, premised on the legacy of Dr Hans Merensky are at the heart of all that is done by the Group – “To Do Good”, – of which continue to underpin our approach today.
Today, operating in 17 countries spread over 5 continents, the Westfalia Fruit Group prides itself on advancing sustainable agricultural practices and being a responsible corporate citizen within the communities in which it operates.
As a frontrunner in the avocado industry, Westfalia grows, sources, ripens, packs, processes, and markets accredited avocados across the globe throughout the year. Value-added products include avocado oil, low-preservative guacamole, frozen avocado, and dried fruit.
Westfalia grows fruit in all major origins in the Americas and Africa and sources from partner orchards, giving the Group the most diverse avocado-growing footprint in the world. Westfalia’s dynamic and integrated supply chain from research to the consumer benefits all stakeholders. The Group’s research division, Westfalia Technological Services, is the world’s largest privately funded subtropical fruit research unit. Its dedicated team of scientists and technicians focus on varietal development, innovation, and environmental matters, and provides a pivotal role in defining the future of the global avocado industry.
A supplier of choice to retail, wholesale, and food-service customers, Westfalia operates sales offices in the UK, Europe, North America, Latin America, southern Africa, and Asia. Fruit is packed in diverse formats and expertly ripened to deliver optimal eating quality. For more information visit www.westfaliafruit.com.
Related images
From Avocado Varietal Innovation to Driving Market Growth: Westfalia Fruit Demonstrates the Future of Avocados at Fruit Attraction 2025.
(Photo: Westfalia Fruit, PR053)
Editorial enquiries
Janine Hatfield
Westfalia Fruit Group
janine.hatfield@westfaliafruit.com
Nancy van Heesewijk
EMG