Despite Australia’s love affair with avocados, many of us are still getting one thing wrong at the supermarket. According to Australian Avocados, more than half of Aussies (55%) admit to squeezing the middle of the avocado to test ripeness, while two in three (66%) say they’ll handle up to three avocados each shop. All that squeezing adds up, leaving avocados bruised before they even make it home.

To help break the habit, Australian Avocados has teamed up with Australia’s two-time Strongman Champion Eddie Williams, also known for his appearance on Australia’s Got Talent, alongside a soulful singing avocado, to launch the debut music video for their catchy new track, “Are You Bruisin’ While Choosin’?”.

Better known for pulling monster trucks and lifting gigantic rocks, Eddie Williams has swapped brute force for a gentler touch, showing shoppers the right way to check an avocado for ripeness. The playful track encourages shoppers to pause in-store, rethink their approach, and remember one simple rule: don’t squeeze the middle, the neck is where to check.

Eddie Williams, Australian Strongman, said: “I spend my time competing all over the world, lifting hundreds of kilos, so I know what real strength is. But avocados don’t need that kind of force. Squeezing the middle of the fruit is actually what can bruise them before they’re even eaten. It’s a simple mistake, but an easy one to fi x. Just gently press the neck instead. If I can switch from heavy lifting to that, you can too.”
With three quarters (75%) of Australians saying they want ripe, ready-to-eat avocados whilst shopping, it’s a reminder that a small change in how we shop can make a big difference, helping to reduce food waste and ensuring better avocados at home.

“We know Australians love their avocados, but many don’t realise the knock-on effect of checking them for ripeness incorrectly in-store”, said Lucy Philip, Australian Avocado grower. “When people squeeze the middle of the fruit, it can bruise the fl esh before it even makes it home, impacting the quality and ultimately the eating experience for themselves and others. The correct way to check ripeness is to gently press the neck, close to the stem, where the fruit naturally softens fi rst. A ripe avocado will yield slightly to gentle pressure, while a fi rmer one just needs a few more days.”

Next time you shop ask yourself, Are You Bruisin’ While Choosin? Don’t squeeze, check the neck and choose your avocado the right way. For more information, visit: https://www.australianavocados.com.au/.