West Pak Avocado has evolved over four and a half decades from a traditional fruit supplier into an essential partner in the retail, wholesale, and foodservice industries. Today, the company embodies this continued growth with its new initiative and tagline: A Better Way to Avocado. The new overarching motto represents a continued customer-first commitment, ensuring every decision, from orchard to shelf, cultivates a superior experience.
The company’s new initiative is driven by a leadership team dedicated to redefining the industry through innovation and operational excellence.
"At West Pak, A Better Way to Avocado is at the core of our company philosophy,” explains CEO Mario Pacheco. “We are combining global sourcing, year-round supply, custom ripening programs, and AVO360 insights to provide a smarter, more strategic approach that helps our partners grow a stronger, more profitable category.”
At the foundation of A Better Way to Avocado is AVO360, a comprehensive program integrating year-round sourcing, custom ripening, and data-driven merchandising support. By combining global logistics with regional expertise—spanning California, Mexico, Colombia, and Peru—West Pak ensures a reliable, year-round supply that protects against seasonal fluctuations. This integrated approach empowers retail partners with the strategy, inventory management, and promotional planning needed to drive consistent growth and long-term success.
Senior Marketing Manager George Henderson highlights how the new vision translates into actionable value: "Innovation is the engine of A Better Way to Avocado. With AVO360, we’re providing the data and expertise to help our customers make smarter decisions. Whether it’s driving demand with custom ripening, optimizing inventory, or merchandising help, we empower them with the tools they need to stay ahead of consumer expectations."
West Pak’s customer-centric innovation naturally extends to how the company presents its fruit. As part of the initiative, West Pak recently unveiled a bold new organic branding strategy: The Bright Side of Organic.
Recognizing that the organic produce aisle is often dominated by a sea of purple, West Pak broke with convention with a vibrant gold-yellow palette. More than an aesthetic choice, this shift is a strategic move to help organic avocados stand out, signaling vitality and optimism to modern, health-conscious shoppers while providing retail partners with highly effective merchandising tools.
A Better Way to Avocado will officially launch at the IFPA Global Produce & Floral Show in Orlando, October 14-16, 2026, and West Pak invites attendees to visit booth #1273 for an immersive experience. As a physical manifestation of this initiative, the booth lets visitors engage with an interactive global sourcing map, a "Discover Colombia" highlight feature, ripening demonstrations, and an AVO360 data visualization showcase, empowering partners to achieve sustainable growth and category success. 
