THE NETHERLANDS | Westfalia Fruit has redefined avocados from a weekend treat to an everyday habit, with its ready-to-use portfolio developed for growth.
At PLMA 2026, Westfalia Fruit exhibited a full product range, including fresh and ready-to-eat solutions. The company featured the scale of the opportunity ahead and highlighted why Westfalia Fruit is the natural supplier of choice.
Avocado has become one of the fastest-growing global fruit categories, with over 2.9 million tonnes traded internationally in 2024/2025, worth more than USD 9 billion. It is one of the most nutritious and versatile fruits on the shelf, and it sits precisely where today's consumer is heading: health, convenience, and premium.
Based on Westfalia’s internal research, there are approximately three billion eating occasions in Europe each day, of which only two percent currently include avocado.
From a weekend brunch item to an everyday ingredient, under the banner ‘Westfalia Fruit Convenience’, the company presented its full ready-to-use portfolio meeting all eating occasions.
Featuring the guacamole in a variety of flavours and textures, avocado cubes for smoothies, smashed for toast, slices for bowls, wraps, and oils for cooking and salads, alongside a new generation of avocado spreads as a source of fibre and protein, designed to support a healthy lifestyle.
PLMA 2026 also marked an important milestone for the business. Westfalia Fruit Convenience is now fully integrated with Syros, bringing together the Belgian specialist's processing capabilities with Westfalia Fruit's global sourcing and category expertise.
The result was a single convenience platform: one trusted partner to maximise opportunities from farm to fork.
"Avocado consumption is growing fast, but we are only scratching the surface in terms of usage occasions," said Geoffroy Beaujean, Convenience Director for Europe at Westfalia Fruit.
"We see a clear opportunity to integrate avocado into everyday eating moments, from breakfast to dinner, through convenient, high-quality solutions. With our expertise and integrated supply chain, we are uniquely positioned to help our partners grow the category."
At PLMA, the team also discussed new product development, private-label partnerships, and the 2026-2027 pipeline with retailers across Europe.
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