Five-Year Independent Evaluation Commissioned by Hass Avocado Board Finds Promotion Programs Increase Profits and Expand Demand

Study findings debuted on the recently re-launched

MISSION VIEJO,Calif. (August 7,2019) – In a study commissioned by the HassAvocadoBoard(HAB), which aims to maintain and expand demand for avocados in the United States, independent researchers at the University of California, Davis concluded that promotion programs funded primarily by HAB assessments paid off handsomely for California Hass avocado producers and importers of Hass avocados during the review period.

The five-year evaluation (2013-2017) also found that the promotion programs conducted by HAB and its member associations played a fundamental role in expanding demand for Hass avocados in the United States. 

Researchers found that the expansion of sales in the U.S. market has been achieved primarily through rising demand not lower prices, and that the programs delivered a benefit to cost ratio ranging from 1.6 to 3.6 to the California producers and importers of Hass avocados who funded them. Ultimately, the analysis suggests that an expansion of the programs – even by a small amount – would further increase grower and importer profits.

“These results should come as no surprise to outside analysts or people involved in the industry as producers and marketers,” said Richard J. Sexton, Ph.D., Distinguished Professor, Department of Agricultural and Resource Economics at the University of California, Davis. “The Hass avocado success story in the U.S. in terms of the rapid increase achieved in per capita consumption, while maintaining stable or increasing real prices to producers and importers, has made avocados the envy of the produce industry.”

The full five-year evaluation is now available in HAB’s recently re-launched website:, the premier online resource for Hass avocado industry data and research. The new website design includes easy-to-navigate sections for growers and for marketers, as well as for the industry to go “Inside HAB” – an opportunity to learn more about HAB’s mission, vision and position as the only independent avocado organization that equips the entire industry for success. 

To learn more about HAB and view the full five-year evaluation, visit the Annual Reports and Independent Evaluations section.


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.