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By Jefferson Massah, [email protected]
Earlier this year, I found myself walking through endless rows of neatly planted avocado trees on a commercial farm in Limpopo Province, South Africa. The fresh morning air, the precision with which the trees were spaced, and the buzz of activity around the farm all spoke one thing loud and clear: avocados mean business.
As the global demand for avocados surges—driven by health trends and the booming food industry—South Africa has positioned itself as a key exporter of what many now call “green gold.”
I was in South Africa as part of an international press tour organized by the South African Agricultural Writers Association. Journalists from across the globe came together to explore how agriculture is shaping rural economies in South Africa. As a Liberian journalist passionate about agriculture and development, this experience was more than a reporting assignment—it was an eye-opener.
What I saw there left me with a single, persistent question: Can Liberia shift toward the green gold, too?
In Limpopo province, I visited farms where avocados are grown not just as a side crop, but as a full-scale, export-driven industry. The farms use high-yield varieties like Hass and Fuerte, irrigated with precise technology and managed with modern techniques. These fruits, after careful sorting and packaging, make their way to Europe, Asia, and the Middle East—earning millions in export revenue.
One of the standout visits was to Allesbeste Boerdery, a leading agribusiness nestled in the valleys and mountains of Tzaneen, in Limpopo Province. This family-owned operation has grown into one of the most sophisticated avocado enterprises in the country, encompassing 320 hectares of avocado orchards with over 150,000 trees under cultivation.
Our team was warmly welcomed by Zander Ernst, the company’s Marketing and Production Director, who provided deep insights into how Allesbeste has achieved such remarkable growth. According to Ernst, the company’s success lies in its commitment to continuous improvement, innovation, and an uncompromising focus on quality. “We don’t just grow avocados, we grow livelihoods,” he emphasized. The farm employs hundreds of rural workers, from field hands to packaging supervisors.
A hallmark of Allesbeste’s approach is micromanagement—the precise, data-driven management of every aspect of the orchard. From soil health and planting density to irrigation and harvest timing, no detail is too small. This philosophy ensures that every tree is given the best conditions to thrive, ultimately translating into higher yields and better-quality fruit.
One of the most impressive aspects of Allesbeste is how research and innovation are integrated directly into commercial operations. The company conducts on-site research into rootstocks, cultivars, irrigation methods, orchard design, and planting densities—constantly testing and refining practices to produce results that are not just theoretical, but practical and commercially viable.
“The goal is to improve our understanding of yield efficiency as quickly as possible,” Ernst noted. “This allows us not only to boost our production but also to share valuable knowledge with other growers across the country.”
As I toured these vibrant farms, my mind drifted to Liberia, particularly our fertile counties like Bong, Nimba, and Lofa. I thought of the wild avocado trees I’ve seen behind homes and in villages, their fruits dropping to the ground during harvest season, mostly consumed locally or sold in buckets on roadside tables.
Imagine if we treated those trees not as background scenery but as the beginning of a national strategy. What if farmers in Liberia had access to the same improved seedlings, irrigation support, and export market access?
From my time in South Africa, three big lessons stood out—each of which could significantly transform how we approach avocado farming in Liberia. These aren’t just technical points; they are pillars of a system that turns potential into profit, and small farms into serious agribusinesses.
One of the first things I noticed on the farms was the consistency of the avocado trees—uniform height, healthy leaves, and a productivity rate that was off the charts. This was no accident. South African farmers rely on improved avocado varieties, especially the Hass and Fuerte types, which are favored on the international market for their taste, shelf life, and oil content. These varieties are developed through years of agricultural research, and their selection is tailored to the local climate and soil type.
In Liberia, many of the avocados we grow are from local or wild varieties, often unpredictable in fruit size, taste, or harvest timing. This puts us at a disadvantage, especially if we want to compete in regional or global markets. Institutions like the Central Agricultural Research Institute (CARI) in Suakoko and the Ministry of Agriculture can play a key role by partnering with regional and international seed research centers. Together, they can introduce high-yield, disease-resistant seedlings that are well-suited for our soil and climate. These should then be made accessible and affordable to farmers across key avocado-growing zones in Liberia.
Good seedlings are only part of the story. What truly impressed me in South Africa was how knowledgeable the farmers were—not just the commercial operators, but also the smallholders. They knew the importance of pruning for better fruiting, how to space their trees for maximum sunlight exposure, and when to irrigate and fertilize. They could recognize early signs of disease and take swift action. All of this came from access to agricultural extension services, farmer field schools, and ongoing mentorship from experts.
Back home, many of our farmers grow avocados without any formal training. They plant trees, wait for them to bear fruit, and hope for the best. If we’re serious about turning avocado into a commercial crop, we must invest in farmer education. Extension officers must be properly trained and resourced to reach rural communities. Training should cover everything from orchard management to post-harvest handling and business skills. If we combine technical knowledge with basic financial literacy and cooperative models, our farmers can shift from subsistence producers to serious agro-entrepreneurs.
Perhaps the biggest lesson was this: it’s not enough to grow avocados—you have to move them, market them, and monetize them. In South Africa, the value chain is tightly organized. After harvesting, avocados are sorted, cleaned, and packed in certified packhouses. Cold storage facilities preserve freshness for long-distance shipping. Export companies handle logistics, documentation, and compliance with international standards. It’s a seamless system, designed for both efficiency and quality control.
In Liberia, such systems are still largely missing. Farmers may grow fruit, but face major challenges in getting it to markets in good condition. There are few, if any, certified packhouses or cold storage hubs. Transport is unreliable and costly. And most importantly, we don’t yet have established buyer networks or export pipelines for avocados.
To fix this, we need coordinated investment from the government, donor agencies, and the private sector. Incentives could be provided for agripreneurs to set up local processing centers. Export promotion agencies could work with trade missions to identify buyers in West Africa, Europe, and beyond. And infrastructure—especially rural roads—must be prioritized so that perishable goods like avocados can reach markets without spoilage.
I believe more than ever that Liberia can become part of the avocado boom. We don’t need to reinvent the wheel—we just need to adapt proven strategies and commit to making agriculture work for us.
We have already talked a lot about diversification in agriculture and reducing our dependence on imported food. Why not add avocado exports to that conversation? Why not support our youth and women farmers to grow what the world wants—and what grows well right in our backyards?
South Africa’s journey into green gold didn’t happen overnight. But with vision, planning, and investment, Liberia, too, can step confidently into this space. And just maybe, a few years from now, someone visiting Bong or Nimba will walk through neat rows of avocado trees and ask: “How did Liberia do it?”
About the Author
Jefferson Massah is an executive committee member of the International Federation of Agricultural Journalists and serves on the Board of Trustees of the Global Foundation for Agricultural Journalists. He is a founding member of the Liberia Agricultural and Environmental Journalists Network (LAEJN), a seasoned media development professional, a Communication for Development (C4D) practitioner, and a trained solutions journalism facilitator. Jeff is also a graduating candidate for a Master’s degree in Sustainable Development at the School of Global Affairs and Policy, Cuttington University.
[email protected] /+231886828622
