Avocado is prized as a fruit of high economic, nutritional, and medicinal value. Its worldwide production and trade are continuously rising. However, a major concern of avocado consumers is inconsistent value for money spent on purchase of the fruit. Despite decades of research, development, extension effort, and consider-able financial investment, this perception persists. Flesh bruising and fruit rot are predominant among the quality issues that concern consumers. Flesh bruising is typically associated with physical impact and compression events. Skin abrasion bruising may result from vibration. Understanding the bruising of avocado fruit during handling through supply chains is important so that preventative measures can be implemented. This chapter reviews the causative factors of avocado fruit bruising, the occurrence and severity of bruising associated with supply chain handling practices, and technology options towards avoiding fruit bruising. Based on the present understanding, best practice recommendations for the avocado indus-try are presented.