California Fruit and Vegetable

Tag: The Hass Avocado Board

  • New Film Captures Avocado Industry Impact on California Communities

    A new film about the avocado industry’s success at driving demand nationwide documents the local as well as global impact of the national marketing program led by the Hass Avocado Board (HAB) since its inception over 20 years ago. Independent researchers from the University of California, Davis found strategic promotion helped drive over 260% growth of U.S. avocado consumption while all fresh fruit consumption only rose by 9% during the same timeframe. Growers in California and the surrounding communities that benefit from their business activity have a lot to celebrate as researchers found evidence that with continued investment in research and marketing, the industry is poised for even more growth.

    There has been tremendous amounts of hard work and collaboration across the industry to transform avocados from being a misunderstood specialty fruit to today’s produce aisle powerhouse. Avocado Nation: An American Success Story, now streaming at HassAvocadoBoard.com/HAPRIOImpact, looks at how the business opportunity for growers, including over 3,000 avocado producers in California, has transformed since the Hass Avocado Promotion, Research and Information Order (HAPRIO) created the Hass Avocado Board (HAB) in 2002. Feedback like the comments below underscore the impact.

    “My family has been growing avocados for multiple generations,” said Chuck Bandy, a southern California producer for more than 35 years. “I appreciate that because HAB takes care of keeping demand high through promotion, I can focus on being hands-on in the groves doing my part to add value and security for my family and community.”

    “Mother Nature serves up plenty of curve balls to California growers,” commented Bob Schaar, HAB Chairman and southern California grower for over 25 years who had to replant his avocado grove after a fire destroyed it in 2007. “HAB’s continued success at using our incredible nutrition story to drive sales without having to discount fuels my excitement and confidence in the future, so I keep charging ahead with a positive outlook.”

    “There are hundreds of people involved behind-the-scenes of California’s avocado industry,” said Scott Bauwens, a northern California grower and 23-year operations veteran. “We all count on each other and HAB to keep profits up so there’s a lot to be proud of when I see in the report that we achieved an ROI of 247% over the last two decades.”

    Without the Hass Avocado Board and the member organizations’ ongoing support to grow consumption, the U.S. avocado industry might have faced diminished demand, increased supplies, and lower prices for producers and importers. Stakeholders across the supply chain can learn more about how HAB’s efforts have a positive effect on the whole industry and view the film at HassAvocadoBoard.com/HAPRIOImpact.

    About The Hass Avocado Board

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

  • Holiday Promotions Add Millions to Avocado Volume Sales During Q1

    The Hass Avocado Board (HAB) recently unveiled its newly improved quarterly holiday reports, now featuring holiday promotional sales information. This integration of new holiday promotional sales information empowers retailers, category managers, marketers, and industry leaders with invaluable data to optimize promotions and drive avocado sales growth.

    The latest updates provide detailed analyses of promoted and non-promoted volume and dollar sales, pricing dynamics, lift metrics, and promotional efficiency across various bulk avocado sizes and bagged avocados. The latest report offers in-depth insights on the impact of holiday promotions on avocado volume sales during the first quarter. Big Game, Valentine’s Day, St. Patrick’s Day, and Easter collectively contributed total category promotional gains, boosting first quarter volume sales by more than +23.4M pounds. During Big Game week, large avocado (4225) promotions outperformed small avocados (4046) and bagged avocados, driving +105.1% lift in volume, +47 points higher than the percent volume lift achieved by small avocados (4046).

    Photo Caption: The Hass Avocado Board’s recently published first-quarter retail recap reveals that combined holiday-week avocado promotions boosted first-quarter sales by more than +23M pounds. Large avocado (4225) promotions showed strong performance, with a +105% lift in volume (lbs).

    Key highlights from the report include:

    • Volume and dollar sales soared during the Big Game this year, with 62.2M units sold reaching $59.4M, an increase of +3.8M units and +$3.3M in sales versus the year prior. Promotions drove more than +10.3M pounds in additional sales.
    • During Valentine’s Day, sales reached 49.7M units and $50.7M in sales, with a notable +52.2% increase in promoted organic avocado volume (lbs).
    • On St. Patrick’s Day, 52.0M avocado units were sold, generating $54.7M in sales, a +13.0% increase in dollar sales from the previous year.
    • Easter holiday dollar sales grew +10.6% over the prior year and reached $55.1M despite a slight decrease in unit sales and an overall decline in promoted volume across the category.

    “This update marks a significant stride in understanding consumer trends and avocado promotions surrounding holiday sales,” said Alejandro Gavito, senior business insights and data services manager for the Hass Avocado Board. “By incorporating detailed promotional insights, our reports enable the industry to effectively monitor sales drivers and identify growth opportunities during key holiday periods.”

    These holiday sales insights underscore HAB’s commitment to providing actionable data supporting informed decision-making and fostering industry-wide growth. Findings from this report will be crucial in shaping strategic initiatives and optimizing avocado sales strategies nationwide as consumer preferences evolve.

    For a comprehensive overview of avocado sales performance during each holiday, including performance by region, please visit hassavocadoboard.com and download the full report.

    About The Hass Avocado Board

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

  • Hass Avocado Board Partners with Meyocks to Promote Health Benefits of Avocados

    The Hass Avocado Board (HAB) names Meyocks, a marketing and branding firm, as its agency partner to lead research and nutrition-focused advertising and creative strategy promoting the benefits of avocados to health professionals.

    “For nearly 12 years, we have been communicating the growing body of avocado research, resources and usage ideas to health professionals as well as generating awareness of Avocados – Love One Today®,” says Gina Widjaja, senior director of marketing communications with HAB. “We are excited to collaborate with Meyocks ensuring that avocados remain top of mind for health professionals who advocate a food-as-medicine approach.”

    The collaboration between HAB and Meyocks will focus on four critical health pillars: supporting heart health, aiding in weight management, managing Type 2 diabetes and promoting healthy living at every age.

    “Meyocks helps food, agriculture and healthcare brands make a meaningful difference in the world,” says Kelly Ferguson, CEO of Meyocks. “We can’t imagine a better fit than helping the Hass Avocado Board tell the story of this superfruit’s health benefits.”

    HAB leverages its nutrition marketing program to effectively communicate with health professionals and consumers to build demand for avocados. Through its Avocados – Love One Today® initiative, the board provides a wealth of information on the health benefits and delicious ways to enjoy fresh avocados. This program serves as a leading resource, offering the healthiest reasons and tastiest ways for incorporating avocados into a healthy diet.

    About Meyocks®

    Meyocks is a branding, marketing and public relations agency that has been shaping marketplace meaning for food, agriculture, health and mentor brands across the globe since 1984. Meyocks is a member of AMIN Worldwide, a global network of more than 50 independent marketing agencies.

    About The Hass Avocado Board
    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

  • U.S. Avocado Industry Steps Forward On Sustainability Journey

    Recognizing nearly all avocado purchasers (96%) are aware, engaged and concerned about environmental and social issues,1 the Hass Avocado Board (HAB) is advancing on telling the industry’s sustainability story. Beginning on November 1st, stakeholders are invited to access The Avocado Sustainability Commitment. Healthy Food, Healthy People, Healthy Planet webinar at HassAvocadoBoard.com/webinar for a timely update on consumer research conducted to date and how key findings are giving shape to the Avocado Sustainability Center, a newly launched resource with a vision to become the premier provider of sustainability research, data and information for the industry.

    “Thanks to a decade of building a compelling value proposition based on avocado’s strong nutrition benefits, the industry starts from a position of strength as it embarks on addressing a complex issue like sustainability,” remarked John McGuigan, Director of Industry Affairs, Hass Avocado Board. “We have initiated the process of building our knowledge base, and identifying gaps that will inform further research, drive thought leadership and support continuous improvement of best practices for a stronger future for the global industry.”

    The webinar discussion, available conveniently on-demand, reviews the important groundwork guiding the creation and evolving role of the Avocado Sustainability Center including insights on significant upsides and downsides facing the industry related to sustainability issues. McGuigan will cover why it is vital for the industry to stay informed and collaborative, unveiling strategic online resources at HassAvocadoBoard.com/sustainability such as message points, a library of published research and the team leading the Avocado Sustainability Advisory. Members of the industry are invited to learn how the Avocado Sustainability Center will focus on building a central source of information that can empower stakeholders to better understand the challenges as well as opportunities to leave a lasting, positive impact on people and planet for generations to come.

    This is the final installment of HAB’s 2023 webinar series. The full line-up of episodes from this year is easy to access and available on-demand to support members in making better business decisions and driving category growth more effectively. Subscribe to any of HAB’s monthly newsletters at HassAvocadoBoard.com/newsletter to receive an email update on the 2024 webinar schedule.

    About The Hass Avocado Board 

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts and compiles research on nutrition and sustainability, educates health professionals, and brings people together from all corners of the industry to collectively work toward growth that benefits everyone for now and generations to come. HAB also enables programs run by California and importer associations that benefit specific countries of origin.

    Source: Hass Avocado Board, Sustainability Research, 2020-2021 In-depth Consumer Research on Sustainability and Avocados in the U.S. Market

  • Webinar Reveals Three Actionable Insights On How To Help Close Avocado Demand Gap

    Updated findings from a forecast study by CIRAD, the French Agricultural Research Center for International Development, point to a surplus of fresh avocados in the global market by 2030 unless action is taken to create demand. Proactive strategies through promotion similar to the model of the Hass Avocado Board (HAB) are discussed in the Avocado World Market Projection Up to 2030, Version 2.0 webinar available on-demand at HassAvocadoBoard.com/webinars beginning on August 17.

    The findings, presented by lead CIRAD researcher Eric Imbert, are an update to data first presented in 2021. As global models suggest an oversupply of avocados in the coming years, HAB invited CIRAD to present to the Hass avocado industry the latest overview through this webinar to help equip stakeholders with knowledge and solutions.

    “The global avocado supply has been growing faster than global demand over the past several years,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board (HAB). “HAB is successfully doing its job of increasing consumption in the United States, but the insights from analysts at CIRAD who looked holistically at all the economic pressures around the world provide clear warning signs as well as opportunities for our industry to restore balance in the years ahead.”

    To mobilize the global avocado industry for a more sustainable future, the webinar begins with a robust overview of market developments and closes with guidance on three action steps designed to help industry leaders get ahead of the forecasted excess in supply. Increasing investment in being greener and stimulating demand growth through promotion are among the “doors to open” suggested by Imbert. HAB’s approach to market growth by developing the avocado’s nutrition story is noted as a good model to follow.

    “There are some large opportunities in the avocado market,” remarked Imbert as he spoke optimistically about the future. “But we have to build this consumption and invest in promotion.”

    HAB’s 2023 webinar series, now available on-demand to fit every schedule, continues throughout the year to support members in making better business decisions and driving category growth more effectively. Subscribe to any of HAB’s monthly newsletters at HassAvocadoBoard.com/newsletter to receive email updates as new webinars are released.

    About The Hass Avocado Board

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

  • Webinar Spotlights Hass Avocado Board’s U.S. Strategy For Building Demand

    Leadership from the Hass Avocado Board (HAB) recently presented to an international audience of over 1,160 delegates from 33 countries on U.S. strategic priorities at the 10th World Avocado Congress (WAC) in New Zealand. With the global avocado market tracking to nearly double in value by 2026, industry members are invited to access Global Trends Fresh from World Avocado Congress: Discover the Top Areas of Focus, a webinar on-demand for key takeaways and resulting opportunities for the U.S. avocado industry at www.HassAvocadoBoard.com/webinars beginning on May 18.

    “U.S. Hass avocado producers and marketers can take pride in knowing the Hass Avocado Board and our results over the past decade are a model for accelerating demand growth around the world,” commented Emiliano Escobedo, Executive Director of the Hass Avocado Board, and a World Avocado Congress chair. “Delegates from around the world expressed enthusiasm for our approach to market development, especially our focus on the avocado’s nutrition story, because our work is unique, advanced, and proven to be effective. The webinar looks at how we shared HAB’s programs with the global community, why our investments stand out, and the take-home insights relevant to the entire industry.”

    Across four days, WAC delegates explored opportunities for greater global collaboration and heard from over 130 presenters on a variety of topics impacting supply and demand. In keeping with HAB’s mission to exchange knowledge that can strengthen the collective power of the avocado industry, HAB staff presented the following:

    • The Avocado’s Sustainability Story in the U.S. presented by John McGuigan, Director of Industry Affairs
    • The Science of Why Avocados are So Healthy presented by Dr. Nikki Ford, Sr. Director of Nutrition
    • Leveraging Nutrition Science and Communications to Promote Avocado Consumption in the U.S. presented by Gina Widjaja, Sr. Director of Marketing and Communications
    • The Hass Avocado Board’s Role in Growing Avocado Demand in the U.S. presented by Alejandro Gavito, Sr. Business Insights and Data Services Manager

    HAB’s 2023 webinar series, now available on-demand to fit every schedule, continues throughout the year to support members in making better business decisions and driving category growth more effectively. Subscribe to any of HAB’s monthly newsletters at www.HassAvocadoBoard.com/newsletter to receive email updates as new webinars are released.

    About The Hass Avocado Board

    The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

  • Consider Applying For The Avocado Industry Leadership Program

    The Hass Avocado Board is now accepting applications for its yearlong Board Leadership Development program. The program includes customized training to help participants prepare to serve on the boards of avocado industry organizations such as HAB and the California Avocado Commission, among others. The deadline to complete the application is January 31. There are currently 12 open seats.

    The course includes:

    • A curriculum that covers topics ranging from finance and fiduciary duties to understanding the roles of nutrition research and marketing
    • Gaining real-world experience by attending actual board meetings
    • Participating in on-campus instruction at the University of California Davis.
    • A potential trip to Washington, D.C. to meet with the U.S. Department of Agriculture
    • For those interested in leadership opportunities and serving on industry boards, this course provides valuable educational and networking opportunities.

    Applicants must be either a Hass avocado producer or an importer of avocados. For more information, visit the BOLD program website.

  • Daily Avocado Consumption Improves Focus

    A diet including daily avocado consumption improves the ability to focus attention in adults whose measurements of height and weight are categorized as overweight or obese, a new randomized control trial found.

    Researchers at the University of Illinois at Urbana-Champaign conducted the 12-week study, published in the International Journal of Psychophysiology.

    “Previous work has shown that individuals with overweight and obesity are at higher risk for cognitive decline and dementia in older age,” said kinesiology and community health professor Naiman Khan, who led the study. “We are interested in whether dietary approaches may have benefits for cognitive health, especially in midlife.”

    The Hass Avocado Board and the U.S. Department of Agriculture’s National Institute of Food and Agriculture supported this work.

    Avocados are high in lutein, a dietary component associated with cognitive benefits. Though avocado consumption’s benefits have been studied in older adults and children, no randomized controlled trials had studied its cognitive effects on adults with overweight or obesity, despite 70% of the American adult population falling into that category, said graduate student Caitlyn Edwards, the first author of the study.

    In the new study, the researchers provided 12 weeks of daily meals to 84 adults with overweight or obesity. The meals were identical in calories and macronutrients, but one group’s meals included a fresh avocado every day, while the control group had no avocado in their meals.

    At the beginning and end of the study, the participants completed three cognitive tests to measure attention and inhibition. In addition, the researchers measured lutein levels in the participants’ serum and in their retinas, which is associated with the lutein concentration in the brain.

    Graduate student Caitlyn Edwards and professor Naiman Khan performed the first randomized control trial looking at the cognitive benefits of avocado consumption for overweight or obese adults (Photo by L. Brian Stauffer).

    They found that the participants whose diets included avocados improved their performance on one of the cognitive tests, called the Flanker task, which measures attentional inhibition – the ability to maintain focus on the task at hand even in the face of distraction. However, there was no difference in the other two cognitive tests.

    “It could be that nutrients in avocados have a specific action in the brain that supports the ability to do this task in particular, or they could be more beneficial for certain cognitive abilities over others,” Khan said. “It’s also possible that with a longer study or different tests, we could see other effects. Other studies have found broader effects in other populations, so it is interesting to see a more specific benefit for this population.”

    Another unexpected finding was that, while the participants who ate avocados had higher levels of lutein at the end of the study, the changes in lutein levels were not correlated with their cognitive changes.

    “Avocados also are high in fiber and monounsaturated fats. It is possible that these other nutrients may have played a role in the cognitive effects we saw, but we focused on the lutein in our analyses,” Edwards said. “Future analyses may focus on other nutrients found in avocados, or avocado consumption’s impact on other measures such as weight status, inflammation and potential changes in the microbiome.”

    Although this study focused on avocados, other dietary sources of lutein, fiber and unsaturated fats – such as green leafy vegetables or eggs – also have potential cognitive and health benefits. The researchers say their study shows that small dietary changes, such as eating avocados, can have measurable impacts on cognitive performance, even when other health behaviors remain the same.

    “Our mission is to give people options. There are multiple ways people can eat to optimize brain health,” Khan said. “What we’re learning is that avocados may be one of those fruits that may be neuroprotective in certain ways. This work provides some evidence behind one option people have from a plethora of healthful foods that we can consume.”

    Editor’s notes: To reach Naiman Khan, email nakhan2@illinois.edu.

    The paper “Effects of 12-week avocado consumption on cognitive function among adults with overweight and obesity” is available online. DOI: 10.1016/j.ijpsycho.2019.12.006