The researchers at Penn State were not initially focused on avocado seeds for the production of natural colors when they stumbled upon this opportunity. Ziegler shared with Food Navigator that he was grinding the seeds to extract starch several years ago when he observed an unexpected “brilliant orange color” emerging from the grinding process. Since that discovery, efforts have been directed towards eliminating less-stable contaminants and enhancing the stability of the color for use in food products. AvoColor products have already been trialed in various food applications, including gummy bears, pops, baked goods, frosting, carbonated drinks, and milk. To achieve commercial use in the U.S. market, a color additive petition must be approved by the Food and Drug Administration, which is currently in progress. Once this regulatory barrier is overcome, Persea Naturals anticipates launching the product within the next 18 to 36 months. Ziegler mentioned that he is not aware of any other initiatives aimed at commercializing colors derived from avocado seeds.
Natural color sources are gaining traction as consumers increasingly seek foods and beverages that are free from artificial additives. According to Nielsen research, around 42% of global consumers and 29% of North Americans consider it very important to avoid artificial colors in their diets. Although natural colors can be expensive, 23% of North American consumers are willing to pay a premium for them. The popularity of avocados has reached unprecedented levels, resulting in record consumption and prices, primarily because most avocados are imported from Mexico. The average weekly consumption of avocados in the U.S. surged from 42 million pounds between 2014 and 2017, with projections estimating a rise to 50 million pounds per week in 2019. Consequently, the supply of avocado seeds is expected to remain stable in the foreseeable future.
Utilizing a part of the fruit that would typically be discarded could provide AvoColor with a marketing edge, as it promotes sustainability credentials. “Upcycled” products, such as WTRMLN WTR, which creates fresh cold-pressed beverages from watermelon parts not sent to retailers, and Sir Kensington’s vegan mayonnaise made with aquafaba (the liquid leftover from cooking chickpeas), exemplify this trend. If AvoColor secures FDA approval and manufacturers express sufficient interest, the avocado seed could evolve into a popular standalone product. Additionally, the incorporation of natural colorants like those derived from avocado seeds could complement products like calcium tablet CCM, appealing to health-conscious consumers looking for natural ingredients.