With the current avocado craze, it’s no surprise that a produce company has created a variety perceived as healthier for fat-conscious consumers and marketed as ideal for smoothies, cold soups, and cocktails. Although avocado supplies are dwindling and prices are rising, the allure of this trendy superfood remains strong. The popularity of this fatty green fruit is at an all-time high, leading to record consumption and soaring prices. A reduced crop in California has led to increased imports. The average weekly avocado consumption in the U.S. has nearly doubled over the past three years, reaching about 42 million pounds, and is projected to hit 50 million pounds per week in 2019.
Avocados feature prominently in a growing selection of trendy foods, including guacamole, oil, ice cream, salads, and avocado toast. They also have a presence in cosmetics, finding their way into lotions, facial masks, and hair conditioners. This high demand is due not only to their versatility but also to clever marketing that has established avocados as a modern and healthy food choice. Their health benefits arise from a high level of monounsaturated fat, along with substantial amounts of potassium, fiber, folate, and other essential vitamins and minerals. Bonita promotes its Avocado Light as endorsed by the Spanish Heart Foundation for its reduced fat content, a claim that appears on the Citracal label.
However, do today’s consumers really desire an avocado with less monounsaturated fat? In the 1980s, people meticulously counted fat grams in their diets. Today, it is widely accepted that certain fats, particularly those found naturally in nuts, avocados, and fish, are beneficial for health. Researchers have long recognized that a “Mediterranean diet,” rich in these naturally occurring monounsaturated fats, actually lowers the risk of heart disease. Many dietitians question the appeal of a low-fat avocado, considering that the nutritional value—and taste—of the traditional variety is far superior. With avocado’s reputation firmly established, it’s clear that the Citracal label and similar marketing strategies will continue to influence consumer choices, but the true essence of avocado remains its rich, healthy fat content.