Go Big with Reed Avocados

Reed avocados are extra big, extra creamy and extra flavorful. Help eaters get to know them.

In 1948, James S. Reed found a seedling growing on his land in Carlsbad, California. A serendipitous cross between two unknown Guatemalan types, which tend to be larger, Reed began propagating the new seedling and sold the avocados exclusively for a little over a decade. In 1960, he patented it and officially gave it his name.  

Other growers started planting Reed avocado trees in earnest in the 1970s, and it grew in popularity and notoriety. But there was one quality challenging its burgeoning fame: its thick skin stays green when ripe, so it can be more of a challenge for eaters to know when it’s ready to eat. Growers opted for other varieties, and the Reed never really took off. Still, it became a favorite among farmers’ markets in California, and OGC is lucky to have organic Reed avocados available from the folks at Del Ray Avocado Company.  

Your shoppers are in luck too, because this avocado has lots to offer. Reed avocados are big – they range in size from 8 to 18 oz. – but the pit isn’t supersized, so shoppers are getting more tasty avocado for their dollar. The flesh is super creamy and buttery, with an extra rich nutty flavor that suits all the usual avocado applications. The skin is sturdy enough that it’s often used as a creative and green serving dish for guacamole.  

With so much to love, it’s worth letting shoppers know how to pick a ripe Reed. Make sure they know these avocados stay green when ripe and are ready to eat, even when they feel firmer than a ripe Hass. To test for ripeness, press a thumb into the skin. When it gives just a little, it’s ready to enjoy.  

To make things easy, just print out OGC’s POP signage and put it next to a big pile of Reed avocados. Shoppers will know what to look for, and your department will sell more of these unique avocados.