productivity
A magical night often ends with the least expected result. The Super Bowl is more than a game; in the United States it’s a national ritual that brings families and friends to the table. It sits alongside other big sporting events like the Champions League in Europe, a moment when American households celebrate with bowls of chips, nachos, and plenty of guacamole. Avocados from Spain show up in this ritual as a bright green heart of the spread, a source of color and flavor that sparks conversations about health and tradition.
In Spain, the idea is clear. The Trops cooperative, led by Enrique Colilles, envisions a moment of national prominence for avocado consumption that rivals Europe’s top football events. With thousands of partners in the Axarquía region and other growing areas such as the Guadalhorce Valley and Granada’s coast, the cooperative coordinates most of the Spanish harvest. It operates from its original base in Alicante and extends into southern Portugal, ensuring a steady supply during peak seasons.
Spanish producers imagine guacamole turning into a global celebration, similar to its rise in the United States. For many, this is a reason to highlight the impressive nutritional profile of the fruit, sometimes called new green gold. Instagram, with its unmistakable vivid green, amplifies this impact every day, shaping public perception and demand through vibrant food culture posts.
Guacamole has become a staple for athletes and fitness enthusiasts who value mindful eating. At a recent forum hosted by Sabor a Málaga in the H&T Hall, several Michelin-starred chefs from the United States noted studies supporting the exceptional benefits of avocados. Their remarks echoed a growing consensus about the fruit’s role in balanced diets and athletic performance.
When February arrives in the United States, demand for guacamole spikes around the Super Bowl. Prices rise, and Spain experiences a parallel uptick as the market shifts to meet global appetite for this beloved dip. Colilles described the moment as a turning point, a time when guacamole becomes a fashionable accompaniment to game-day tradition. Historians point to moments in history, such as a former president being pictured enjoying nachos with guacamole, as turning points for demand and cultural adoption.
productivity
On the American side of the Atlantic, there is speculation that internationally known figures might pick the King’s Cup for basketball, using the event to spotlight the idea that avocado is an ideal companion for athletes and anyone pursuing healthy living. The focus remains on fruits, vegetables, and legumes as a compelling alternative to animal protein in a larger sustainability narrative. The industry highlights the water footprint of meat production as part of a broader conversation about responsible consumption.
Currently, avocados trade around 2.50 euros per kilo, which is higher than the roughly 2 euros seen in the spring last season. A central concern for producers is productivity losses, driven in part by drought conditions. In certain districts of the Vélez river valley and Benamargosa, yields have fallen dramatically, with some estimates showing declines over 50 percent. The season is described by many farmers as very challenging, compounded by persistently dry conditions that keep the La Viñuela reservoir at record levels without meaningful rainfall forecasts to reverse the trend seen over the past two years.
Industry voices from top agricultural associations such as Asaja, COAG, and UPA have urged policymakers to expand measures for water reuse and other supportive practices. They emphasize the need for additional resources and strategies to sustain production and protect farmers as climate pressures intensify. The conversation reflects a shared concern for water availability, crop health, and the ongoing stability of avocado supply for markets in both North America and Europe.