Westfalia Fruit to showcase new avocado breakthroughs at Fruit Attraction 2025
The company will present new research, sustainability solutions, and customer-focused strategies in Madrid.
SOUTH AFRICA – Westfalia Fruit will spotlight its latest innovations in avocado research and sustainability at Fruit Attraction 2025 in Madrid, running from 30 September to 2 October.
The multinational supplier of avocados and other produce aims to demonstrate how science, market insight, and customer collaboration continue to shape its growth.
One of the main highlights will be the company’s avocado variety library, described as the largest in the world. The living collection contains more than 140 cultivars and forms the foundation of what Westfalia calls its Orchard of the Future.
Through advanced DNA technologies, artificial intelligence, and precision breeding, the company is creating new varieties designed to respond to changing consumer preferences, new markets, and the effects of climate change.
“Fruit Attraction is one of the most important stages for our industry, and this year we are proud to showcase the innovations that will shape the avocado category for decades to come,” said Wim Destoop, Chief Customer Officer at Westfalia Fruit.
“From breeding the avocados of the future to developing sustainable supply chain solutions and collaborating with our customers, we are committed to driving growth in a way that benefits consumers, retailers, and growers alike.”
The company will also showcase its partnership with Swiss agri-tech firm AgroSustain. Together, the two are trialing Afondo, an edible coating that extends avocado shelf-life, reduces food loss, and lowers fungicide use by more than half.
The solution is opening opportunities for growers and distributors to cut chemical treatments while improving freshness for end markets.
Westfalia is also introducing visitors to its new Customer Development Team led by Dani Busseni, Global Head of Customer Marketing and Development.
The team combines market data with strategy and works directly with retailers and foodservice players to strengthen avocado offerings across both fresh and convenience segments.
Recognition for avocado oils
This focus on quality and innovation comes just weeks after Westfalia scooped four awards for its avocado oil range at the South African Food and Beverage Awards 2025.
The company earned two Gold awards for its Lemon Flavoured Avocado Oil and Lemon Variant, while the Garlic Flavoured and Plain Avocado Oils secured Silver.
“This success reflects the passion and hard work of our entire team,” said Hans Boyum, Customer Director at Westfalia Fruit. “It’s a proud moment that validates our shared vision of bringing world-class avocado products to our customers. It reaffirms our commitment to quality and innovation.”
By combining science-driven breeding, post-harvest solutions, and customer-focused strategy, Westfalia is preparing to show how the future of avocados will take shape at Fruit Attraction 2025, while continuing to build on recent recognition for its avocado oils.
Organizers expect more than 115,000 trade visitors and over 2,200 exhibitors from 145 countries at this year’s event. The fair serves as a global meeting point for producers, retailers, distributors, and innovators across the fresh produce value chain.
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