Naturipe Verifies Deforestation-Free Avocado Production in Mexico

Naturipe Farms has obtained Pro-Forest certification for its avocado operations in Mexico, meeting a voluntary third-party standard that verifies deforestation-free production practices.

The Pro-Forest program was developed in response to growing expectations from retailers and consumers for responsible sourcing and forest protection, according to the company. Naturipe said major US retailers, including Costco, are increasingly requesting the certification as part of broader sustainability commitments.

Through its operations at Baika México, Naturipe became an early adopter of Pro-Forest and is now among the first avocado packing facilities in Mexico to receive the certification. The company said the accreditation strengthens its ability to provide full traceability and transparency across its avocado supply chain while supporting responsible land management.

“The Pro-Forest certification reflects our long-standing commitment to sustainable avocado production,” said Andy Bruno, president, Naturipe Avocado Farms. “Being one of the first packing facilities in Mexico to achieve this certification allows us to give retailers confidence in both the origin of our avocados and the production practices behind them.”

The Pro-Forest system uses satellite mapping to monitor land use and fire activity dating back to 2018, helping ensure that certified avocados originate from land not associated with deforestation. Naturipe said this monitoring approach supports verification efforts and aligns with retailer requirements for independently validated sustainability data.

The certification comes as US demand for avocados remains strong and exports approach record levels ahead of the National Football League (NFL) Super Bowl. Earlier this month, the Association of Avocado Producers and Exporting Packers of Mexico (APEAM) announced the start of a historic shipping season ahead of the event, with a projected 127,000 tonnes of Mexican avocados destined for the US market during the four weeks leading up to the game. The figure would represent an 11% increase from the previous year and set a new historical record.

APEAM said the milestone reflects coordinated efforts by producers and packers in Michoacan and Jalisco, Mexico’s leading avocado-producing states. Of the total volume scheduled for shipment, 88% is expected to originate from Michoacan and 12% from Jalisco. In Michoacan, the largest contributions are projected from Tancitaro, Uruapan, Salvador Escalante, Ario de Rosales and Tacambaro, while in Jalisco key producing municipalities include Zapotlan el Grande, Concepción de Buenos Aires, San Gabriel and Zapotiltic.

“This record projection is not just about volume, but about certainty in quality, size availability and promotional supply, supported by programs designed to strengthen partnerships year-round, especially during peak demand periods like the Big Game,” said Álvaro Luque, president, Avocados From Mexico.

In parallel with the increased supply, domestic avocado prices in Mexico have fallen at the start of the year. Prices in supermarkets and markets across Mexico City currently average MX$55 per kilogram, down from MX$75 per kilogram in January 2025, according to data from the Agrifood Information Service of the Ministry of Agriculture (SADER), a decline of 26.7%.