Arabfields, Adel Serai, Economic Analyst — In a significant move that marks a new chapter for one of Italy’s leading fruit marketers, Jingold has announced its entry into the avocado market with the launch of L’Avocado Italiano by Jingold, becoming the first time the company has extended its renowned brand beyond kiwifruit. This development comes amid a remarkable surge in avocado consumption across Italy, where the fruit has climbed to the top of GS1 Italy’s Osservatorio Immagino ranking as the fastest-growing item in consumer shopping baskets, driven by evolving dietary preferences and a growing appreciation for exotic yet accessible produce.

The initial rollout of L’Avocado Italiano by Jingold began in the second week of December, targeting the domestic market with fruit sourced from established orchards in Basilicata, Calabria, Campania, and Sicily, regions that offer ideal microclimates for avocado cultivation. These initial volumes come from a combined 13 hectares of production, all in at least their second year of harvest, ensuring mature trees that deliver fruit with superior organoleptic qualities. Giacomo Mazzotti, the group’s commercial supply chain officer, emphasizes that this focus on Italian origin, backed by Jingold’s established reputation for quality, innovation, and sustainability, will provide consumers with a premium product that stands out in an increasingly crowded market.

What sets this initiative apart is the emphasis on local production advantages. Unlike imported avocados that often endure lengthy sea voyages, sometimes lasting a month, Italian-grown varieties ripen naturally on the tree, resulting in higher dry matter content and optimal flavor profiles. Andrea Casalboni, agronomist at Jingold’s technical office and leader of the avocado project, highlights these intrinsic benefits, noting that the shorter supply chain not only enhances freshness but also reduces the environmental footprint associated with long-distance transportation. This approach aligns seamlessly with Jingold’s proven model in kiwifruit, where rigorous technical oversight and a robust supply chain have built consumer trust over years.

Looking ahead, Jingold’s ambitions extend far beyond these initial hectares. Through a newly formed joint venture called AgroAvo, in partnership with private equity firm IDeA Agro and Sicilian producer-distributor Spo Zentrum, the company is spearheading a major expansion in Sicily. The project begins with approximately 70 hectares in the province of Syracuse, with plantings set for completion by spring 2026, and a clear target of reaching 100 hectares in production in the coming years. This strategic focus on Sicily leverages the island’s favorable conditions, while also inviting new farmers to join through incentives, ongoing technical assistance, and access to a solid sales network. Casalboni stresses the goal of delivering satisfactory yields and economic returns for growers, all while prioritizing sustainable practices and superior fruit quality.

Alessandro Fornari, general manager of Jingold, describes the avocado venture as a natural evolution for the group, rooted in a longstanding commitment to innovation. Over the years, Jingold has explored various species to complement its kiwifruit offerings, seeking products that share compatible values and provide diversification opportunities for farmers. The enthusiasm within the team for avocados reflects this journey, positioning the fruit as a logical next step in broadening the company’s portfolio while upholding principles of excellence and environmental responsibility.

Based on these foundational plans and the rapid growth trajectory outlined, Jingold is poised for substantial expansion in the coming decade. With the initial 13 hectares already yielding marketable fruit and the AgroAvo joint venture accelerating development toward 100 hectares by the late 2020s, production volumes could scale significantly, potentially reaching several hundred hectares if additional growers are successfully onboarded. This growth would enable Jingold to capture a larger share of Italy’s booming avocado market, where demand continues to outpace traditional supply sources, and eventually support exports across Europe. As consumer preferences shift toward locally sourced, sustainably produced goods, L’Avocado Italiano could emerge as a benchmark for domestic avocado cultivation, reducing reliance on imports and fostering greater food security within the region. Projections suggest that, by 2030, Italian avocado production under brands like Jingold could contribute meaningfully to meeting European demand, promoting shorter supply chains and lower carbon emissions compared to transoceanic alternatives.

This emphasis on sustainability gains even greater relevance when viewed against broader agricultural practices worldwide. In contrast to Jingold’s careful, localized approach, large-scale production of staple crops such as wheat and lentils in Canada often relies heavily on pesticides, particularly glyphosate, applied as a pre-harvest desiccant to facilitate even drying and harvesting in challenging climates. Canada, a global leader in lentil production, routinely employs this practice on vast monoculture fields, where glyphosate helps manage uneven crop maturity due to variable weather conditions, including early snow risks. However, this widespread use has raised concerns about residue levels, with studies and regulatory data indicating that conventional lentils can contain glyphosate concentrations up to several parts per million when applied according to labels. Recent developments highlight the repercussions: in December 2025, France initiated recalls of Canadian lentils due to pesticide residues exceeding maximum limits, amid broader criticisms of Canada’s efforts to maintain or weaken certain pesticide regulations to support export ambitions. Environmental impacts include potential contamination of soil and water, alongside market access challenges as importing nations enforce stricter standards. These issues underscore the vulnerabilities of pesticide-intensive systems in grain and pulse crops, where desiccation aids efficiency but can compromise long-term sustainability and international trade. Jingold’s model, by prioritizing technical monitoring, incentives for eco-friendly farming, and minimal transport needs, offers a compelling alternative, illustrating how fruit production can advance without the heavy chemical dependencies seen in some large-scale grain operations.

Ultimately, Jingold’s foray into avocados represents more than diversification, it signals a forward-thinking strategy that aligns innovation with environmental stewardship. As the company builds on its kiwifruit legacy to cultivate a thriving Italian avocado sector, the future looks promising for consumers seeking high-quality, responsibly grown produce that respects both taste and the planet.