The present case study succinctly presents events, circumstances and actors that participated in the official entry of the Colombian Hass avocado into the US market. The case exposes the characteristics of the global Hass avocado market and the challenges Colombia faces in complying with North American regulations regarding the admissibility and importation of fruits into its territory, in addition to its opportunities in the markets of East Asia. All the sources examined, and the academic analysis jointly carried out in the areas of