Morelia, Michoacan — Avocado producers in Michoacan, who represent the majority of growers in the state, have accused two US companies of orchestrating a smear campaign to undermine the industry and divert buyers to other countries.
Bruno Torres Gutierrez, president of the State Union of Producers for Export Avocado in Michoacan, said Westfalia Fruit North America and Mission Produce have been spreading false information about supply shortages and delivery delays in letters sent to their clients.
According to Torres, the letters — dated May 26, 2026, and signed by Westfalia Fruit North America President Raina Nelson and Mission Produce Sales Director Galen Johnson — claim that avocado supply from Mexico is severely restricted due to factors beyond the companies’ control. The letters warn of delivery delays of up to two months and recommend that customers buy avocados from California, Colombia, and Peru instead.
“These letters also falsely state that producers are holding back harvests and that field prices are rising rapidly, and that available supply can no longer meet US demand,” Torres said.
Torres rejected those claims, insisting there is plenty of quality Mexican avocado to supply the export market. He said there is no basis for a force majeure declaration or any restriction on volume available for the US market, and no evidence that producers are withholding fruit.
The producers are also accusing the companies of violating Mexico’s Federal Economic Competition Law by spreading false information.
Michoacan produces more than 2 million tons of avocados annually, accounting for nearly three out of every four avocados grown in Mexico. The industry spans about 182,000 hectares across 66 municipalities, with top producers including Tancitaro, Tacambaro, Uruapan, Salvador Escalante, and Ario de Rosales.
Michoacan is the world leader in agro-exports. Its logistical and commercial impact is evident during high-demand events such as the Super Bowl, when the state ships more than 120,000 tons of avocados in a matter of weeks.
According to the union, Michoacan avocado growers are facing one of the worst crises since the US opened its border to Mexican avocado exports in the mid-1990s.
“Today, the fruit is priced at around 20 pesos per kilo when its value should be over 40 pesos, so even packers don’t want to buy because it’s not profitable,” Torres said in an interview with Excelsior.
