The article highlights the rapid growth of Colombia's Hass avocado production and export sector, which has seen a 47% increase in production and a 77% increase in foreign exchange earnings from January to August 2021, compared to the same period in 2020. The sector now ranks fourth in export value, following hydrocarbons, coffee, and flowers. This information was shared at the inaugural Forum on Hass avocado in Quindío, an event aimed at addressing sector challenges and promoting sustainability. The article emphasizes the sector's significant economic and social benefits, creating three indirect jobs for each formal job.