The Peruvian avocado season is underway with the northern areas leading in production. However, due to warmer climate conditions, the production volume may be similar to that of 2023, at 570 thousand tons, but the quality of the fruit is not expected to be affected. The Peruvian Hass Avocado Producers Association (ProHass) is planning to export to the Malaysian market. A $4 million budget has been allocated for promotional activities, particularly on the east coast to diversify from the Mexican market. The World Avocado Organization is also expanding into the Indian market, targeting its large vegetarian population, and continues to run campaigns in supermarkets, aiming to reach up to 60 supermarkets.