Super Bowl LVIII final kicked off Sunday, February 11, 2024 in Las Vegas, U.S. to a parallel guacamole lovers’ celebration. At the event, sports and entertainment enthusiasts savored some of the 138,000 tons of avocado that came this season from Michoacán, Mexico.
With San Francisco 49ers and Kansas City Chiefs reprising a 2021 rematch, fans were scooping away guacamole from the stands.
There was a glitch in quantity of shipments, however, to dampen post-match mood for avocado buyers in department stores. Michoacán, one of two states with a license to export Mexico’s avocados to the U.S. shipped 2000 tons less this gaming season.
The dip in 2024 shipments differs from the 2023 Super Bowl timing when exports rose by 20% from 2022.
Drought Impacts Supplies from Mexico
The minimal exports owe to tight supplies in western Mexico after El Niño drought starved 30% of the avocado crop.
Recurrent droughts such as the current one are adding commitment to statewide reforestation programs. These programs seek to create a green product image among U.S. consumers that their avocado imports come from sustainable sources.
For 25 years, the U.S. has ceased to import Mexico’s avocados in all but two states, citing deforestation and water misuse.
Indeed, other Mexican states are also following Michoacán’s example by fighting drought to gain U.S.’ avocado certification. The last to gain certification was Jalisco, a northern state whose green cultivation practices landed it export warrant in 2021.
The two states now export 90% of their avocados to the U.S., and Michoacán accounts for 80% of the shipments.
Major Guacamole States Still Out
Major avocado-producing areas are still out of the picture, including Nayarit in the western region. The state is known for its mango and buttery avocados.
Yucatán, a state in the southeast of Mexico, grows large butter avocados which make the best guacamole.
This sizable butter avocado or aguacate manteguilla in the Spanish costs more than fuerte or hass, at 25 pesos ($1.25), apiece.
For now it is impossible for growers here to export the savory product to the U.S., not even during Super Bowl.
Super Bowl Takes 20% of Sales
The U.S. is the major buyer of Latin American avocados, including Mexico’s. The Super Bowl final show usually contributes to 20% of avocado sales per year in the United States.
American purchases accounted for 46% of all revenue by regional avocado exporters in 2020, according to the World Economic Forum.
Hence, Latin American countries, which produce 75% of the world’s avocados, bank on this sports event for their main shipments.
Mexico holds a special position in the growth rate of avocado production. The country notched production between 2010 and 2020 from 1.1 million metric tonnes (MT) to 2.4 million MT.