What do you see when you envision our industry a decade from now? What about 20 years? Or 40?
I’m sure many picture a world where sustainability is woven into each element of the fresh produce business, whether it be through eco-friendly packaging or growing practices. Others may be envisioning a tech-forward 2063, where innovation and cutting-edge developments have increased efficiency, optimized costs, and sparked industry evolution.
When West Pak Avocado looks to the future, the global purveyor sees all of this and more. Through its insightful 40 Years Forward campaign, the produce powerhouse is amplifying its commitment to pioneering the future of avocado production.
“In the next 40 years, we look to increase our market share by reaching new territories and delivering our premium avocados to more parts of the world,” Mario Pacheco, Chief Executive Officer, tells me as we discuss the next four decades for West Pak. “We will continue to expand existing operations and cultivate new sourcing regions, doing so with sustainability and ethical business and labor practices in mind.”
The 40 Years Forward campaign includes a video and digital marketing series celebrating West Pak Avocado's 40-year legacy while continuing to be a trailblazer in the avocado sector. The video acknowledges the supplier’s historical significance and showcases its commitment to sustainability, eco-friendly practices, cutting-edge technology, and meeting global demand with its premium avocados.
“We are proud to be recognized by the top grocery retailers in the United States as a strategic partner with a resilient year-round supply of high-quality avocados,” Mario adds. “It is that earned trust, along with our exceptional customer service, value-adds, and logistics, that has propelled our growth.”
With a belief that a narrow focus leads to excellence, West Pak remains “100 percent avo-focused,” channeling its expertise into a staple produce category. To continue driving the sector’s advancement, the company has implemented several tactical growth plays.
“In addition to facility expansions and productivity enhancements, we are continually growing our network of distribution centers in the U.S. Our most recent facility opened this past year in New Jersey, featuring state-of-the-art information and technology systems, LED lighting, energy-efficient refrigeration, and rollover and redundancy on all core components,” Mario outlines. “The new distribution center is also part of an automated energy management system that we are rolling out nationwide. These initiatives dovetail with our ongoing company-wide sustainability efforts to help keep our carbon footprint at a minimum.”
Hand-in-hand with the grower’s commitment to sustainability and innovation is its dedication to social responsibility.
“At West Pak Avocado, we believe to our core in doing the right thing,” Mario says. “With an unwavering respect for people and nature throughout our 40-year history, we are proud to build upon our legacy of responsibility. We strive to be a trusted partner to our people, our customers and growers, and the communities in which we operate. We see ourselves as responsible stewards of the land and natural resources upon which we depend. I am excited about what is ahead for our company. As a global leader, West Pak will continue to provide healthy avocados that nourish people while protecting the environment and enhancing prosperity along the value chain.”
The 40 Years Forward campaign officially kicks off at the International Fresh Produce Association’s 2023 Global Produce & Floral Show on October 19–21, 2023.
So, I ask you once more, industry friends: When you extend your perspective four decades into the future, what is it you see?
For me personally, I catch a glimpse of West Pak Avocado wielding these integral values and commitments to continue pushing avocado production further into the future. 
