Consumers are increasingly looking to make more sustainable purchases. Having become more aware of the impact that avocados can have over recent years, consumers want to choose more sustainable avocados, if they buy them at all. Certification schemes provide a way to do this. Certified organic avocados promise to be less environmentally damaging, while Fairtrade avocados promise to be more equitable, and there are many other schemes besides. Yet, these schemes are far from perfect solutions and the criteria behind them is often opaque to consumers. New technologies, such as blockchain, aim to deliver a more transparent supply chain so that the purchaser can better know where their fruit comes from. However, these innovations are yet to take off with the public and are untested.