GEM is Westfalia Fruit’s proprietary gourmet avocado, developed to deliver a richer and creamier eating experience. Compared with standard Hass‑type avocados, GEM offers a naturally smoother texture, fuller flavour and more consistent performance. This positions it as a premium choice for consumers seeking higher‑quality fruit and special‑occasion products.

At Fruit Logistica, Westfalia Fruit demonstrated GEM’s ability to drive incremental value within the avocado category. Retail performance data showed that 40 percent of GEM shoppers were new to the category, while approximately 80 percent of sales were incremental rather than substitutive. In addition, 30 percent of existing shoppers traded up to premium, with GEM supporting a price premium of 50 to 60 percent.

Over the coming seasons, Westfalia Fruit plans to expand GEM into additional markets by introducing the variety to new customers, harmonising branded packaging and aligning specifications across origins and regions to further strengthen consistency and eating quality.

“GEM is more than an avocado, it is a premium experience that elevates the category,” said Wim Destoop, Global Chief Customer Officer at Westfalia Fruit. “By combining superior eating quality with harmonised packaging and a clear visual identity, we are helping retailers unlock growth and offer shoppers something genuinely distinctive.”