The Peruvian avocado campaign is currently facing challenges such as lower production, smaller fruit sizes, and a significant pest issue exacerbated by high temperatures. Producers are delaying harvests to improve fruit size for better market distribution, especially targeting the United States and Europe. Despite these challenges, avocado consumption in the U.S. is on the rise, and Peru is expanding its market reach, including new exports to Malaysia. The industry is also bracing for the potential impacts of the La Niña phenomenon, which could affect production differently across regions. While dealing with these challenges, Peru views South Africa and Colombia as its main competitors due to overlapping production seasons, unlike Chile, which collaborates with Peru due to different harvest times. Mexico's year-round production also presents a unique competitive dynamic in the global avocado market.