New Hass Avocado Board Executive Committee Announced for 2023 Board Year

Committee Dedicated To Serving Needs of Entire Hass Avocado Industry

MISSION VIEJO, Calif. (December 13, 2022) – The Hass Avocado Board (HAB) has announced its newly-elected executive committee board members that will be serving for the 2023 board year.

As of December 6, 2022, the following individuals are officially seated as HAB executive committee members:

Importer Jorge Hernandez from London Fruit as Chairperson

California Producer C.J. Shade
as Vice Chairperson

Importer Sergio Chavez from
CalMich Produce as Treasurer

California Producer Susan Pinkerton
as Secretary

“It is an honor and a privilege to be elected as chairperson for 2023,” said newly seated HAB Chairperson, Jorge Hernandez. “I am looking forward to continuing to support HAB and its efforts alongside my fellow industry members, especially in an expanded role. As the only independent avocado organization, HAB is dedicated to the success of the entire industry, and we look forward to continuing our mission of making fresh Hass avocados America’s favorite fruit.”

HAB also recognizes outgoing board members, Sal Dominguez, Jim Swoboda, Jaqueline Solares, John Cornell. HAB Executive Director, Emiliano Escobedo says, “We want to offer our deepest gratitude to those who are phasing out of their roles on the board. Each has contributed so much to HAB’s success promoting Hass avocados and we wish them the best moving forward.”

The Board meets four times every year with a focus on industry leaders coming together to make decisions on the organization’s policies and direction. What makes HAB unique is that board meetings have international representation, providing equity across the industry, and include conversation around key topics with a variety of facets. The industry can count on HAB to be a catalyst for action and a reason to be confident, working collectively toward orderly growth that benefits everyone while remaining transparent, forward-thinking, and collaborative.

To learn more about HAB’s work directly benefitting the industry, members are encouraged to join board meetings. For additional information about HAB’s mission and to find details about the next board meeting, visit:


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.