The Colombian avocado industry is experiencing unprecedented growth in the U.S. market, and new leadership at the Colombia Avocado Board (CAB) is positioning the organization to capitalize on this momentum. With projected exports reaching 150 million pounds this year: an impressive 85% increase from 2024: the board's recent elections signal a strategic approach to sustaining this remarkable expansion.
On October 16, 2025, CAB held its Annual Meeting in Orlando, Florida, bringing together directors and association members to review progress and elect the nine-member Board of Directors for the 2025/26 term. The results demonstrate both continuity and fresh perspective, with experienced industry veterans taking on new leadership roles while welcoming strategic new talent.
New Leadership Takes the Helm
The election results reveal a thoughtful approach to governance, balancing institutional knowledge with innovation. Galen Johnson from Mission Produce joins the board as the newly elected Secretary and Importer Director, replacing Brock Becker, also of Mission Produce. This transition maintains Mission Produce's strong representation while bringing fresh expertise to the role.
Johnson's appointment is particularly significant given his extensive background spanning more than 15 years in retail, wholesale, and foodservice sales. His deep understanding of the entire supply chain: from production to consumer: positions him well to navigate the complexities of the rapidly evolving U.S. avocado market.
Kellen Newhouse of West Pak Avocado stepped up from his previous role as CAB Treasurer to assume the Chair position for a one-year term. This promotion reflects the board's confidence in his leadership capabilities and strategic vision for the organization.
The leadership shuffle also sees Ricardo Uribe of Cartama transitioning from Chair: a role he successfully held for five consecutive terms: to Vice Chair. His extensive experience and institutional knowledge provide valuable continuity as the board navigates this growth phase. Meanwhile, Sergio Plata Ortiz of Baika Fruit moves from Vice Chair to Treasurer, bringing his operational expertise to the financial oversight role.
Continuity and Experience Drive Strategy
The board's composition reflects a strategic balance between importer and exporter perspectives, ensuring comprehensive representation across the supply chain. Continuing board members bring deep industry expertise and established relationships that are crucial for sustained market growth.
Katheryn Mejia of Corpohass continues her directorship, representing the grower perspective and providing valuable insights into production capabilities and quality standards. Her role is particularly important as Colombia expands its certified orchard network.
Dustin Hahn of Naturipe Avocados remains as Importer Director, bringing his extensive knowledge of retail partnerships and distribution networks. His experience is invaluable as CAB works to strengthen retailer confidence in Colombian avocados.
Other continuing members include Brian Gomez of Green Fruit Avocados, Ricardo Mejia of Fruty Green, and Carlos Andres Londoño of Jardin Exotics, each bringing unique perspectives from their respective roles in the import and export sectors.
Remarkable Market Growth Metrics
The timing of this leadership transition coincides with exceptional performance metrics that underscore Colombia's growing significance in the U.S. avocado market. The projected 150 million pounds of exports for 2025 represents not just impressive growth, but validation of the country's positioning as a reliable, year-round supplier.
This growth trajectory is supported by substantial infrastructure expansion. The number of U.S.-certified orchards has increased by 42% to reach 620 facilities, while total acreage has expanded 37% to encompass 40,200 acres. These increases demonstrate the industry's commitment to meeting growing U.S. demand while maintaining quality standards.
"The Colombian avocado industry continues to grow and gain recognition as a trusted origin for consistent, high-quality fruit," said Manuel Michel, Managing Director of the Colombia Avocado Board. "This calendar year, Colombia is on pace to reach 150 million pounds of exports to the U.S.: an 85% increase from the prior year. That growth reflects the commitment of our growers, exporters, and importers to delivering quality and reliability week after week."
Strategic Positioning in the Global Market
Since gaining market access to the U.S. in 2017, Colombia has systematically built its reputation through consistent quality delivery and strategic relationship building. The country's unique geographic advantages: including year-round growing seasons and optimal climate conditions: position it as an ideal complement to other major avocado-producing regions.
The board's strategic guidance has been instrumental in this success, focusing on retailer education, quality assurance, and supply chain reliability. These efforts have paid dividends as Colombian avocados increasingly become an essential component of year-round category management strategies for major retailers.
The partnership with the Hass Avocado Board (HAB) further amplifies these efforts, aligning Colombian stakeholders under a unified marketing strategy that benefits the entire category. This collaborative approach has proven particularly effective in consumer education and demand generation.
Industry Impact and Future Outlook
The leadership changes at CAB occur at a pivotal moment for the global avocado industry. As consumer demand continues to grow and supply chain challenges persist across various origins, Colombia's reliability and quality consistency become increasingly valuable to food and beverage industry professionals.
For foodservice operators and retail buyers, Colombia's expansion represents an opportunity to diversify sourcing strategies while maintaining quality standards. The country's growing infrastructure and regulatory compliance demonstrate long-term commitment to the U.S. market.
The board's experience spanning retail, wholesale, and foodservice sectors positions CAB well to address the evolving needs of different market segments. This comprehensive understanding is crucial as the avocado category continues to expand beyond traditional applications into new product categories and menu innovations.
Looking Ahead: Strategic Priorities
As the newly elected board settles into their roles, several strategic priorities emerge. Continued infrastructure development, quality assurance programs, and retailer relationship building remain paramount. The 37% increase in certified acreage provides a strong foundation for sustained growth, but maintaining quality standards across this expanded network will require focused attention.
Consumer education and marketing initiatives will likely receive increased emphasis as Colombian avocados compete for market share in an increasingly crowded field. The board's diverse expertise in retail and foodservice channels positions them well to develop targeted strategies for different market segments.
Sustainability initiatives and environmental stewardship are also likely to gain prominence as retailers and consumers increasingly prioritize these factors in sourcing decisions. Colombia's natural advantages in these areas could provide additional competitive differentiation.
The Colombia Avocado Board's strategic leadership transition comes at an opportune moment, combining institutional knowledge with fresh perspectives to navigate continued growth. As the organization works to strengthen its presence in the U.S. market, industry professionals can expect continued reliability and quality from this emerging powerhouse in the global avocado supply chain.
For more information about Colombian avocados and the latest market developments, visit AvocadosColombia.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
