Many Australians test the ripeness of avocados by squeezing the middle of the fruit, something which Australian Avocados says leaves avocados bruised before they even make it home.

According to research from Australian Avocados, 55% of surveyed Australians 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.

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, Mr 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.

“We know Australians love their avocados, but many don’t realise the knock-on effect of checking them for ripeness incorrectly in-store,” says Lucy Philip, Australian avocado grower. 

“When people squeeze the middle of the fruit, it can bruise the flesh 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 first. A ripe avocado will yield slightly to gentle pressure, while a firmer one just needs a few more days.”