Demand for avocados is burgeoning, but growers in South Africa are finding it hard to keep up.

The usual campaign will be launched in the UK, but imports from South Africa are forecast to be flat at slightly more than three million cartons. This year's total crop estimate is the same as last year at 9.5 million cartons.

The South African Avocado Growers' Association said its members were reluctant to invest in orchards while the threat of farm repossession hung over their heads.

Some 90% of farms are subject to a claim of ownership from the population, according to SAAGA chairman Don Westcott.

"There's some negative sentiment about land claims. The first farms have been handed over in the north and the concern is that the expertise needed to keep these farms going is missing."

To compound the issue, organic avocado production has been held back by crop problems. Floods in 2000 damaged tree roots and they are only just starting to recover, Westcott said. They will produce little more than 300,000 to 400,000 cartons this season - a figure that has not increased year-on-year. It means up to 150,000 cartons will be available for UK importers.

"There's a phenomenal demand for organic avocados and a problem coming up with the goods," said SAAGA MD Derek Donkin.

The first of this season's avocados arrived from South Africa at the start of the month, but supplies will peak in July, when promotional efforts are focused. Summer Avocado Month will include radio campaigns, national and regional press activity.

It will be fronted by celebrity nutritionist Nicky Hambleton-Jones and will include product tastings in supermarkets.

Last year's campaign was a success after avocado value sales increased 8% [TNS, 52 w/e 16 August 2006]. Household penetration also increased from 23.8% to 26%.