This study describes the salient features of avocado marketing—sources and trends of supply, concentration and collaboration among handlers, heterogeneity of the commodity, seasonality and storeability, handling costs, and selling policies. In addition, quantitative characteristics of the wholesale demand for Calavo avocados are estimated, both by years and by weeks. Finally, the study develops a procedure for planning sales within a season to the best advantage of California growers and handlers.
