In the fertile landscapes of western Crete, avocados have become one of the region’s most dynamic crops, and one local entrepreneur is proving that even imperfect fruit can become a symbol of sustainability, innovation, and social impact.
By Isabella Zampetaki
On an island celebrated worldwide for its olive oil, ancient traditions, and extraordinary cuisine, a quieter agricultural revolution is taking place.
During my travels through Crete, I met Manolis Lerakis, founder of Avoel, whose family’s relationship with avocados stretches back more than five decades. By combining circular economy practices, local ingredients, and social responsibility, Lerakis turns market-rejected avocados into premium products and advocates for a more sustainable future for the island.
“It started as a passionate experiment,” Lerakis says. “My father was actually a tailor, sewing suits, but he was a passionate amateur farmer.”
Zero-waste philosophy for avocado cultivation
He explains that avocado cultivation began in Chania in the early 1970s and eventually became an important crop for western Crete.
After his father suffered a serious stroke in 2008, Lerakis returned to the fields and noticed that 15 to 20 percent of the harvest consisted of misshapen or visually imperfect avocados. “I knew we couldn’t allow this premium produce to go to waste,” he says.
That realization led to the creation of Avoel’s zero-waste philosophy. The company uses the avocado pulp for food products, returns seeds to nurseries to grow new trees, and transforms the skins into natural fertilizer.
Lerakis believes Crete offers its own culinary interpretation of the avocado by combining it with local lemons, wild herbs, and Cretan honey. “The beauty of the avocado is its luxurious, neutral base,” he says.
The company is also developing beverages, cocktails, and a plant-based wellness drink made with avocado, lemon, honey, ginger, cinnamon, and pea protein.
Addressing concerns about water consumption, Lerakis argues that avocado cultivation in Crete is more sustainable than many assume. “Because avocado trees create a dense canopy, they reduce evaporation significantly,” he says.
Stronger support for local food production
As tourism continues to grow, Lerakis advocates for stronger support of local food production. “We want travelers to leave carrying the true taste of the island with them,” he says.
Avoel also collaborates with the agricultural prison of Agia, purchasing herbs cultivated by inmates and supporting their reintegration into society. “True sustainability must include people,” Lerakis says.
For visitors to Crete, his advice is simple: “Seek out what is grown right next to you. Demand authentic Cretan food and locally produced drinks.”
Isabella Zampetaki is a journalist, author, and cultural researcher specializing in gastronomy, heritage, and culture. She designs immersive culinary and cultural journeys, including weaving and tours that introduce travelers to local artisans, traditions, and landscapes. Through her writing and curated experiences, she advocates for sustainable tourism and the preservation of living cultural heritage. Her work can be explored at herbsinherpockets.com and on Instagram at @herbsinherpockets.
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