On July 2, the California Avocado Commission (CAC) launched a video campaign advocating for a seasonal tariff-rate quota (TRQ) on avocado imports from Mexico during the state’s peak harvest season.
The clip featured chef Andrew Gruel, Congressman Vince Fong, and the state’s avocado growers.
California’s nearly 3,000 avocado farmers contribute over $1.5 billion per year to the state’s economy.
The campaign was released as America chose not to renew the U.S.-Mexico-Canada Agreement (USMCA), a free trade agreement, in its current form.
In its statement, the CAC has proposed implementing the quota from March to September, which is California’s peak time for avocado harvesting and marketing.
During this time, a set number of Mexican avocados would enter the U.S. market at standard tariff rates. Additional avocados could enter America under higher tariff rates.
According to Mexico Business News, around 90% of the avocados consumed in the U.S. come from Mexico, which exports them tariff-free under the USMCA.
The CAC also proposed bolstering the standards of phytosanitary inspection requirements in the USMCA to protect America’s agriculture from invasive pests and diseases.
The commission has been advocating for the TRQ since last year.
During the USMCA’s joint review in November 2025, CAC President Ken Melban shared a message, highlighting how Americans consume over 3 billion pounds of avocados annually, of which California produces only 10%. The remaining 90% comes from other countries like Mexico.
He pointed out that the average import price of avocado stood at $1.00 per pound, as California growers prepared for this year’s harvest.
“While consumer awareness and preference for California avocados is important, it is of the utmost importance that we ensure our fruit is available at our targeted key trade partners’ stores when our fruit is in season. When our consumers show up at their preferred retailer, they need to find California avocados on the shelves. If not, we will have missed a critically important opportunity,” Melban said.
Ehhh, avocados aren’t native and need way more water than naturally occurs around here. No thanks. Just like grapes. You can’t build build build and simultaneously water water water. Unsustainable doesn’t register with some people.