More important, prices are holding steady and demand is increasing even as the industry faces an array of challenges from higher power prices to exotic pests. Driving the demand in part is the nation's growing Hispanic population, up nearly 60 percent in the last decade, and the popularity of Mexican food, which includes guacamole and fresh avocado as an ingredient in many dishes. Between 1992 and 1997, the number at least doubled in non-traditional markets such as Alabama, Iowa, Maine and Montana, according to the National Restaurant Association. The industry also benefits from mainstream appeal. Super Bowl Sunday is the second-highest day of consumption, at 22 million pieces of fruit.
Avocado growers face difficulties unique to their industry and common to all farmers.
Growers must also contend with thieves who raid their groves at night and smugglers who bring cheap fruit up from Mexico to sell along roadsides and at restaurant back doors. Then there is increased import competition from Mexico, Chile and New Zealand. In Mexico, there are native insects that eat the fruit and predators on those pests that aren't yet widespread in California.