Villita Avocados, a family-owned company that has been growing, shipping and packing Hass avocados for over 30 years, has recently redoubled its commitment to sustainability. The organization has launched initiatives that appeal not just to eco-conscious consumers, but also to the bottom line of environmentally aware retailers. Villita operates under a vertically integrated system, including production in Peru, both production and packing in the Mexican states of Jalisco and Michoacan, and U.S. pre-conditioning facilities nationwide, in Pharr, Texas, as well as Denver, Philadelphia, and Portland, OR.
The company grows and processes more than 120,000 tons of Mexican Hass avocados each year. To keep up with demand, Villita opened a second state-of-the-art packinghouse last year in Jalisco, with Leadership in Energy and Environmental Design (LEED) certification and an avocado production capacity of 500 tons per day. Alongside the company’s packinghouse in Mexico is a guacamole processing plant with a production capacity of 24,000 lbs. per shift.
The new sustainability initiatives include the introduction of “Avocado Beauties”—a line of aesthetically imperfect yet perfectly delicious avocados—and a pioneering shift to 100% plastic-free packaging.
The Avocado Beauties initiative tackles the significant issue of food waste by marketing avocados that might otherwise be discarded due to superficial blemishes. These avocados are sold at a reduced price, making them a more affordable option that still offers the rich taste and nutritional benefits expected of premium-grade avocados. This approach not only helps reduce waste but also makes healthy eating more accessible to budget-conscious consumers.
“This is a sustainable way to reduce food waste by using avocados that are completely healthy and delicious,” says Rob Ybarra, executive vice president at Villita. “Our Avocado Beauties are a great value option in comparison with conventional avocados and also contain good fats and lots of nutrients.”
Avocado Beauties began rolling out to U.S. retailers over the last few months and have received a tremendous response. “With the help of a digital coupon, at one retailer in Texas, we sold more avocados in one week than we did in the previous five months,” notes Ybarra.
On the packaging front, Villita has launched a revolutionary 100% plastic-free avocado bag, made from cellulose fiber yarn from Forest Stewardship Council-certified eucalyptus wood, and TÜV-certified compostable netting. This initiative first debuted in Europe and has since been introduced to North American markets with considerable success. The compostable bags were initially used for Villita’s organic avocados but are now used for the company’s entire line, a testament to the company’s comprehensive commitment to sustainability.
These efforts reflect a broader philosophy within Villita. “Every step we take towards sustainability is a step towards a better future for our kids,” says Ybarra. “We want to do our part to help protect the environment, as we think it’s essential for future generations. We’re all in, and we hope other growers follow suit.” Retailer interest in Villita’s plastic-free bags has been strong. “Every week we get new customers on board,” says Ybarra.
The introduction of these initiatives has not only demonstrated Villita’s leadership in sustainable practices but has also resonated strongly with retailers and consumers alike, leading to increased sales and expanded market presence.
The rollout of these initiatives has been met with enthusiasm from both consumers and retailers, with reports of significantly boosted sales volumes following promotional campaigns. This success illustrates the potential for sustainable practices to create economic benefits alongside environmental ones, aligning consumer values with business profitability.
The company’s CEO, Alfredo Rodrigue, has been the driving force behind Villita’s pioneering sustainability initiatives. “Every time he speaks, it’s all about: reduce, reuse and recycle. We want Villita to be the most sustainable company in the industry,” says Ybarra. He adds that Villita remains a traditional avocado company with family principles, but one that has grown rapidly over three decades from being a small company to one of the leading importers of avocados in the United States.
