Maintaining fruit quality is a shared challenge across the avocado industry from how fruit is picked and packed, to how it is handled in store.

Even small points of damage can impact shelf life, eating experience and consumer confidence, making quality a whole‑of‑supply‑chain issue.

Hort Innovation is working with industry to address this challenge through a coordinated set of initiatives that are improving handling practices, building capability through the supply chain, and reinforcing product quality in market.

Reducing damage at the point of purchase

Consumer handling can cause fruit damage, with many shoppers checking ripeness in ways that can unintentionally bruise the fruit.

More than half of Australians squeeze avocados incorrectly when selecting them, contributing to quality loss before the product even leaves the store.

To tackle this challenge, we’ve recently launched a new marketing campaign that’s designed to shift this behaviour and encourage consumers to check ripeness correctly whilst protecting quality through to consumption.  

Improving handling through the supply chain

Further up the supply chain, maintaining quality relies on consistent handling practices from orchard through to retail.

A global‑first virtual reality (VR) training program is supporting this by equipping growers, packers and retail teams with practical, immersive training across every stage of the supply chain.  

The program simulates real-world environments from picking and packing through to in-store handling, helping embed best practice, improve consistency and reduce damage that impacts shelf life and quality.  

By strengthening capability at all key points the supply chain, this work supports more reliable quality outcomes by the time fruit reaches consumers.

Reinforcing quality in international markets

In export markets, maintaining and communicating quality is equally important.

In Singapore, a month-long café collaboration featured Australian avocado dishes across six cafés, integrating them into local food culture and positioning Australian avocados as a premium, versatile ingredient for both everyday meals and special occasions.

By bringing the product to life in market, these activations help build familiarity and demand, while reinforcing expectations around quality for international consumers.

A coordinated response to a shared challenge

Together, these initiatives reflect a coordinated, industry‑wide response to improving and showcasing avocado quality.

From influencing how consumers handle fruit, to strengthening practices across the supply chain, to showcasing premium product in export markets, this work is helping address quality at every stage.

For growers, this means stronger product integrity, improved shelf life and greater consumer confidence that fruit reaches consumers as intended.