The return to volume growth on the world avocado market must not conceal how difficult the 2022-23 season was at times. However, the production surge was not as great as expected, with climate change weighing heavily, and perhaps more quickly than predicted in some regions or some major supplier countries. However, despite its super fruit status, the avocado could not escape the challenges of economic conditions worldwide, or the political conditions in Eastern Europe. Only the US market managed to get through this season as an ongoing driving force, once again highlighting, as if it were needed, the vital role of promotion.
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