According to consumer research*, the most ideal avocado is edible after 1 or 2 days. The consumer is looking for the avocado that seems to meet these expectations, but the avocado never actually lives up to them. Everyone “learns” techniques from each other about quality checking avocado quality in the store, which are actually fables. Let’s debunk them!

The Squeeze of Trust

How do you check your avocado when buying? Chances are that you squeeze, like almost every other consumer in the supermarket. Take it from us: STOP SQUEEZING!

To consumers, avocados often seem ready to eat because they can press it. They think that when it is soft, the avocado is exactly ripe. Until they cut it open and see something that they don’t expect. This is how avocados partly (or even completely) end up in the trash.

Squeezing avocados today, leads to disappointment among other customers in a couple of days. So if you don’t squeeze, you’re preventing food waste and really contribute to being sustainable. 

The foundation of this problem is that consumers don’t trust the avocados in the supermarket. It is hard to label them, because it is a natural and sensitive product that arrive in non-uniform batches. We’re working hard to get AVOS Mini operational in more warehouses and distribution centers, so that more testing can be done without damaging the avocado. Resulting in better quality avocados, that the consumer can trust.

“I check if the avocado is already soft, but not too soft.
Also whether it is not super green or super
dark.”

Respondent from consumer research.

The Color Critic

Green avocados are never ready to eat, right? Except, it’s not true! As consumers, we generally see the color of the avocado peel as an important indicator of the ripeness of an avocado: thinking that dark avocados are more ripe than green ones. 

The avocados in the supermarkets are not all grown under the same weather conditions, do not come from the same countries and are not all the same variety. If you compare avocados to wine, you most likely know that grape variety, location and climate are all influences to the taste of the wine.

Additionally, since avocados are harvested per tree, they are not all the same. Ripening is “paused” during transportation in cooling cells, so that on arrival ripening cells can pick up and speed up the ripening process. Depending on the oil content, every avocado ripens differently, meaning that the color of the skin won’t change evenly for each avocado.   

You can see that the color of the skin differs so much, that it alone says nothing about the ripeness itself.

The truth lays inside the avocado: the pulp. AVOS Mini can predict the inside the avocado by a combination of sensors. In some cases, this can mean that a green avocado could be a ready to eat after all!

These pictures, taken by one of the respondents in the conducted research, show that the color of the peel is not a valid factor to judge avocado ripeness. They both look the same, while the avocado on the left is ripe and the avocado on the right, is not.

“Avocado is like a mango: It can look good,
but it’s like gambling with fruit”

Respondent from consumer research.

* Research conducted by Moon Marketing & Communicatie (June, 2021)