Morocco: First exports of Hass avocados to Georgia

In March 2024, the very first direct shipment of Hass avocados from Morocco to Georgia took place. This significant breakthrough was made possible through a collaboration between a local importer and the Carrefour supermarket chain, providing Georgian consumers with access to an abundant quantity of avocados at a very attractive price. What is particularly notable is that premium quality Hass avocados from Morocco were sold at a lower price than green Fuerte avocados from Turkey. This price difference could potentially help change the preferences of Georgian consumers, who traditionally tend to opt for unripe green avocados, often due to unfamiliarity with the Hass variety. Interestingly, despite the growing popularity of avocado in Georgia, local consumers still have misperceptions about the ripeness of the fruit. Many people wrongly think that a dark avocado is too ripe and unfit for consumption, says an expert from EastFruit, which leads them to favor green avocados. However, ...