What Del Rey Avocado Company does

Del Rey Avocado Company is a third-generation, family-owned avocado growing, packing, and shipping business headquartered in Fallbrook, California, founded in 1969. The company operates a vertically integrated produce operation that sources avocados from California, Mexico, Peru, Chile, and Colombia in order to deliver year-round supply to U.S. retail and foodservice customers. The Lucy family controls ownership and leadership: Jessica Hunter (CEO, third generation, manages organic operations and over 100 acres of Del Rey Groves), Patrick Lucy (President), and Donny Lucy (VP, Sales & Procurement). The firm operates packing and distribution facilities in Fallbrook and Vista, California, a Del Rey Farms distribution facility in Vineland, New Jersey, and a sales office in San Antonio, Texas.

The company sells conventional avocados (under the Del Rey and Los Alisos #2 grade brands) and organic avocados under the Del Rey Farms Organics sub-brand, which is USDA Organic certified by California Certified Organic Farmers (CCOF). Specialty programs include Del Rey Reserve premium late-season Central Coast avocados and Fair Trade Certified organic and conventional product lines sourced from Mexico since the 2016 Fair Trade USA partnership. Core operational technology centers on 30+ years of preconditioning/ripening expertise that delivers fruit at customer-specified ripeness stages, GAP/GHP food safety compliance, and Primus GFSI audit coaching for California growers. Products are packaged in 25 lb lug boxes (counts 20-84), bag programs (40-48 count), and custom private-label formats.

Revenue is generated through B2B direct sales to three primary customer segments: retail grocers (ranging from independent stores to large national-scale retailers), foodservice operators including restaurants, and enterprise meal-kit customers (with HelloFresh named). The company also operates a two-sided model serving California avocado growers in San Diego through San Luis Obispo counties, providing packing-house services, market access, fair pricing, GAP certification support, and field management from a team of dedicated grower managers. Go-to-market is sales-led with a dedicated field and inside sales team (including national sales and regional sales associates in San Antonio), supported by an organic social and content marketing presence and the 2025 San Diego Padres sponsorship. Pricing is quote-based and not publicly disclosed.

Name

Del Rey Avocado Company

Legal name

Del Rey Avocado Company, Inc.

Website

https://delreyavocado.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Del Rey Avocado Company is a third-generation, family-owned avocado grower, packer, and shipper in Fallbrook, California, delivering year-round conventional and organic avocados from California, Mexico, Peru, Chile, and Colombia to retail grocers, foodservice operators, and meal-kit customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Fallbrook

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Conventional Avocado Sales: Sale of conventionally grown avocados to retail and foodservice customers through box and bag packaging options. Year-round supply from California, Mexico, Peru, Chile, and Colombia.
2. Organic Avocado Sales: Sale of USDA Organic certified avocados through Del Rey Farms Organics brand. Certified by CCOF with supplies year-round from California, Peru, and Mexico.
3. Specialty Programs: Premium product lines including Del Rey Reserve (crafted late-season avocados) and Fair Trade Certified avocados with community investment components.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Del Rey Avocado Company grows, packs, and ships conventional and organic avocados year-round from California, Mexico, Peru, Chile, and Colombia. The company offers multiple avocado varieties (Hass, Lamb Hass, Reed, Bacon, Gem), specialty programs including premium Del Rey Reserve and Fair Trade Certified lines, and customized packaging options (25 lb lug boxes and bag programs) for retail grocers, foodservice operators, and meal-kit customers. It also provides packing house services and field/GAP certification support to California avocado growers.

Product overview

Del Rey Avocado Company is an avocado growing, packing, and shipping company offering conventional and organic avocados year-round from California, Mexico, Peru, Chile, and Colombia. The product portfolio includes multiple avocado varieties (Hass, Lamb Hass, Reed, Bacon, Gem), organic products under Del Rey Farms Organics sub-brand, specialty programs including Del Rey Reserve premium avocados and Fair Trade Certified avocados, and various packaging options (boxes and bags). The company serves retail, foodservice, and grower customers with products ranging from commodity to premium/specialty segments.

Differentiator

Problem solved

Functional benefit

Brands

• Del Rey Farms Organics: Organic avocado product line certified by California Certified Organic Farmers (CCOF) and USDA Organic.
• Del Rey Reserve
• Los Alisos

Products and services

• Hass Avocados
• Lamb Hass Avocados
• Reed Avocados
• Bacon Avocados
• Gem Avocados
• Del Rey Farms Organics
• Del Rey Reserve Avocados
• Fair Trade Certified Avocados
• Los Alisos #2 Grade Avocados
• Avocado Preconditioning/Ripening Services
• Avocado Packaging - Bag Program
• California Grower Packing House Services

Quantifiable outcome

• Year-round avocado supply availability
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship, core and minor.

• San Diego PadresflagshipGTM or Marketing Partner · 1 January 2025Official Avocado Partner of the San Diego Padres for 2025 MLB season. Both founded in 1969 and named after Latin references. Partnership provides marketing visibility through sampling demos at Petco Park, neon signs during games, and education on avocado health benefits.
• Fair Trade USAcoreStrategic or Co-development Partner · 1 January 2016Del Rey Avocado began partnership with Fair Trade USA in 2016, expanding distribution of organic and conventional Fair Trade Certified avocados. The partnership has doubled volume and enabled community investment funds for farm workers in Mexico.
• Rainbow Sandals FoundationminorGTM or Marketing PartnerRainbow Sandals Foundation collaborates with Del Rey Avocados to distribute organic fruits and vegetables to those in need, supporting food security initiatives in southern California. The foundation has donated in the name of Del Rey Avocado $5,000 to the North County Food Bank.
• TEPA ProduceminorStrategic or Co-development PartnerTEPA Produce partners with Rainbow Sandals Foundation and Del Rey Avocados to support charitable activities including distribution of organic produce to local organizations.
• California Avocado CommissioncoreStrategic or Co-development PartnerMember of California Avocado Commission which promotes California avocados through advertising, promotion, and public relations. Wayne Brydon serves on the Board of Directors for the Avocado Society including a two-year term as President.
• California Certified Organic Farmers (CCOF)coreStrategic or Co-development PartnerThird-party certification partner for organic avocados. Del Rey's facilities are certified by CCOF ensuring organic avocados meet USDA NOP National Organic Standards.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Mission Produce: Largest global avocado grower, packer, and shipper with year-round sourcing from California, Mexico, Peru, and Colombia. Directly comparable to Del Rey in product, customer base (national retailers and foodservice), and international ripening/distribution model. Notably, Del Rey's CFO previously served as Director of Finance at Mission Produce.
• Index Fresh: U.S. avocado packer and shipper sourcing from California, Mexico, Peru, and Chile with ripening capabilities. Highly comparable to Del Rey in year-round supply model, ripening services, and retail/foodservice customer mix.
• Calavo Growers: Long-established California avocado packer and shipper that markets both conventional and organic Hass to U.S. retail and foodservice. Operates in the same growing region as Del Rey and serves overlapping national retail customers, making it a directly comparable avocado packer.
• Bravida Produce: California-based grower and packer of avocados and other produce supplying North American retailers and foodservice. Comparable in growing-region focus, conventional/organic SKUs, and packing-house operations.
• Eco Farms: Organic-focused avocado and citrus grower/packer sourcing from California, Mexico, and Peru. Highly comparable to Del Rey's Del Rey Farms Organics line and organic retail distribution model.
• Henry Avocado: California-based avocado packer and shipper supplying conventional and organic fruit to retailers and foodservice operators nationwide. Comparable to Del Rey in growing region, customer segments, and value-added packing services.
• West Pak Avocado: Family-founded California-based avocado grower, packer, and shipper with ripening and bagging programs. Closely comparable to Del Rey in family ownership, California origins, conventional/organic product mix, and retailer focus.
• ProPacific Fresh: California avocado packer and shipper serving retail and foodservice with conventional and organic programs. Directly comparable in customer mix, packaging formats, and California grower relationships.

Emerging players

• Apeel Sciences: California-based post-harvest technology company focused on shelf-life extension for avocados and other produce. Comparable to Del Rey because it targets the same avocado supply chain with a technology-enabled quality and freshness proposition rather than direct packing competition.

Broad incumbents

• Fresh Del Monte Produce: Diversified global fresh-produce company with significant avocado sourcing, ripening, and distribution operations across the Americas. Overlaps with Del Rey in avocado product and national retail distribution but operates at much larger scale across multiple produce categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/delreyavocado
• LinkedInlinkedin.com/company/del-rey-avocado-co
• Instagraminstagram.com/delreyavocadoco
• Xx.com/delreyavocado

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Del Rey Avocado Company