Why Farmers Need To Be Marketeers

It’s your job to find unique ways of adding value to your products to drive up profits.

- Peter Hughes

The Bravocado is a pack of three avocados at different stages of ripeness: one ready to eat today, one ready in a day or two and another at the end of the week. Here we have packaging creativity from Chinese importer distributor Shanghai Supafresh at its best.

While the marketing brilliance comes from China, the technology to grade avocados into different stages of ripeness originates with the 125-year-old Lowveld farming business HL Hall & Sons.

In the late 1980s, the company realised that if avocados were to become a fruit of the future, they would need to be bought ‘ready-to-eat’, like most other fruit. If this could be done, it would change the future of the industry.

Managing director, Rob Snaddon, found and developed a way of doing this, and with the world’s leading retailers now offering ripe-and-ready avocados, sales are soaring.