Other markets are starting to challenge the dominance of Mexico in the avocado industry. Observing the profits to be made, it’s not surprising that others would dive in. Many of these exporting nations are in the Global South and see avocados as a lucrative crop that is well suited to their climate. This has brought economic growth and jobs to their regions. However, export agriculture brings questions over the equity since growing for export does little to ensure food access for local communities. Increasingly, avocado growing countries are also in the Global North since climatic shifts have made more northern territories appropriate for the fruit, such as in Southern Europe. However, all this supply is based on demand. Historically, the United States has been the biggest market for avocados, but Europe is quickly developing the taste. The question is now whether demand from Asia, and in particular from China, will alter supply patterns.