The Peruvian avocado campaign has seen a significant price increase of 40-50% compared to last year, largely due to reduced production in Mexico and California, and water availability issues in Chile, Spain, and Portugal. However, the projected export for 2024 is expected to drop by 16% due to unfavorable weather conditions and lack of new cultivation areas. ProHass is supporting small farmers through training and market information, with a focus on maintaining the quality of Peruvian avocados. The article also emphasizes the importance of responsible resource use and the role of technology in improving precision and reducing costs. It also highlights the issue of cadmium, a heavy metal found in crops like avocado, cocoa, and asparagus, which ProHass is working to address.