Ecuador has experienced a significant increase in avocado exports, with a 216% rise in volume and 178% increase in sales compared to the same period in the previous year, according to Central Bank of Ecuador data. This translates to 2,265 tons exported worth US$ 3,097,000 from January to July 2024, a 18% drop in average prices from the previous year. Colombia has become Ecuador's main avocado market, accounting for 42.2% of exports at a lower price of 0.17 per kilogram, while Spain and the Netherlands make up 25.6% and 20.5% of the market, respectively. Despite Ecuador's unique production windows and the belief that its avocados should command higher prices due to their higher fat content, export statistics indicate otherwise, prompting questions about Ecuador's export strategy.