Tariffs Push, Managro Pulls: Colombia’s East Coast Strategy for the Green Diamond

When U.S. avocado prices surged past $100 per carton earlier this year—more than double the price in Europe—it exposed a deeper issue: America’s fragile dependence on a single source. As new reciprocal tariffs disrupt cross-border trade, Latin American exporters—especially from Colombia—have a rare opportunity to gain ground in the U.S. market.

In this third installment of our supply chain deep dive, we highlight Colombia’s strategic rise, guided by insights from Marcela Urueña(pictured below), Chief Operating Officer of Managro Fresh. A former Deputy Minister of Agriculture with more than 20 years of leadership across public and private sectors, Urueña shares how Managro became the first Colombian company to export avocados to the U.S.—and how it now sends more than 60% of its avocado shipments to the American market, with a clear focus on the East Coast.

Managro's U.S. Strategy: 60% of Exports, East Coast Focus

While most Colombian avocado exporters continue to prioritize Europe, Managro Fresh has flipped the script—sending over 60% of its avocado exports to the U.S., primarily via the Port of Philadelphia. It’s a rare positioning move, and one that reflects long-term thinking and operational readiness.

Colombia and the U.S. concluded their free trade agreement in 2006, but it took more than a decade of negotiation to finalize the phytosanitary protocols that would allow avocado entry. The deal only became effective in 2017, following technical reviews and market access evaluations by U.S. authorities.

“To pioneer this market, we had to build two things from scratch,” Urueña explained. “First, a trusted commercial window in the U.S.—people who understand the product and could receive it reliably. Second, we had to convince producers in Colombia to invest in compliance, even before we had full market access.”

Managro’s logistics network supports this strategy: its packing facilities are five minutes from Cali International Airport and four hours from the Port of Buenaventura—offering daily air and sea routes to the U.S., Canada, and Europe.

  The company also made an intentional decision to target the East Coast, where the U.S. supply chain is less dominated by Mexican imports. Unlike shipments from Mexico, which reach the U.S. West Coast in hours and the East Coast in 1-2 weeks, Colombian avocados can take up to three weeks to arrive by sea to the East Coast—making East Coast entry both a necessity and a competitive advantage.  

Understanding the Regulatory Divide: U.S vs. Europe

Indeed, regulatory requirements in Europe and the U.S. differ not just in intensity, but in nature. Europe focuses on food safety, with strict oversight of maximum residue limits (MRLs), traceability, and chemical thresholds. In contrast, U.S. regulations prioritize phytosanitary measures—especially the exclusion of tropical pests and diseases that could threaten domestic agriculture.

This has real-world implications for exporters. “From the beginning, we aligned our operations with U.S. phytosanitary standards,” said Urueña. “That meant building trust not only through paperwork, but through quality, timing, and consistency. It’s a different rule than Europe, but one worth investing in.”

Why Most Are Still Locked Out: Barriers to Entry

Despite Colombia’s rising capacity, the U.S. market remains a difficult one to penetrate. A major hurdle is the requirement for phytosanitary buffer zones—designated areas around orchards that must remain free of specific pests as a condition for export eligibility.

For producers, this means more than just pest control. It involves orchard-level mapping, constant monitoring, and strict coordination among neighboring growers. “Compliance with buffer zones wasn’t optional—it was foundational,” Urueña noted. “We had to get buy-in from growers and demonstrate end-to-end traceability.”

These regulations directly affect how farms operate. While Europe demands management of chemical inputs, U.S. access requires orchard design, pre-harvest handling protocols, and post-harvest pest prevention infrastructure. “It changes how you grow, pack, and ship,” she said. “It’s not just about exporting—it’s about building a system.”

Managro invested early in GlobalG.A.P. and Rainforest Alliance certifications, end-to-end cold chain logistics, and a consistent quality standard that meets U.S. ripeness preferences—particularly in dry matter levels, where Colombian fruit matches or exceeds Mexican benchmarks.

What LATAM Exporters Can Do Right Now

With tariff pressure and rising importer risk-aversion, Urueña believes the window is open for other Latin American exporters—but only if they’re prepared. Here’s her practical guide:

• Invest in compliance early: Build operations that meet U.S. phytosanitary protocols and buffer zone requirements.
• Get certified: Programs like GlobalG.A.P., Rainforest Alliance, and traceability systems are no longer optional.
• Hire for market familiarity: U.S.-based staff or advisors with experience navigating American trade culture can open the first door. “Understanding how buyers think is not something you can learn from afar,” said Urueña.
• Target the East Coast: It’s the region where Mexico has less logistical dominance—and where Colombian exporters can win.
• Build long-term trust: In uncertain markets, consistency is more valuable than price.
• Align with national visibility efforts: Leverage campaigns by the Colombia Avocado Board and ProColombia to strengthen brand presence.

Colombia's Broader Mission: A Scalable Solution to Global Food Security

With more than two decades of experience across Colombia’s agricultural institutions, Marcela Urueña is not only a business leader—but a national voice in food strategy. As a former Deputy Minister of Agriculture and the first prominent female influencer in Colombia’s coffee sector, she has helped shape the country’s agrifood policy at both public and private levels. 

“We already have the natural assets—productive land, favorable weather, and water,” said Urueña. “But we also need coordination across the sector—between government, producers, and global buyers—to scale what Colombia can offer the world.”

Managro Fresh reflects that national ambition. As part of a vertically integrated agribusiness group, the company invests across the entire value chain—supporting smallholder capacity, training farmers, and building logistics infrastructure.

Colombia is increasingly positioning itself not just as a competitive exporter, but as a strategic contributor to global food security. From coffee and tropical fruits to beef, pork, and poultry, the country is leveraging its climate stability, available land, and increasing yields per hectare to offer diversified, year-round supply to global markets.

On the policy front, Colombia has made “sanitary diplomacy” a priority—using trade missions to negotiate phytosanitary protocols and expand export access. Between 2020 and 2024 alone, the country opened 27 new markets for 57 agricultural products.

“Trade is just one layer,” said Urueña. “Colombia is working to become a reliable, long-term food supplier. That means delivering not just volume, but quality, compliance, and trust.”