Avocado Nation – An American Success Story

You may have been a part of the changing landscape of the avocado industry in the U.S. over the years. It’s been a journey filled with challenges and hard work, but also with triumphs and victories, large and small. But how did we get here, to this moment where avocados have become a staple in kitchens across America, featured in everything from toast to tacos? “Avocado Nation – An American Success Story”, a documentary we are proud to share, captures this journey, the challenges, and the ultimate triumph of this beloved fruit in the U.S. market. The film not only celebrates our successes but also acknowledges the hurdles we’ve overcome. It highlights the undeniable impact of HAPRIO (Hass Avocado Promotion, Research, and Information Order) and the results of our most recent five-year program evaluation.

The story told in Avocado Nation is one that you, as growers, are at the heart of. Your work and dedication have been instrumental in building an avocado industry stronger than ever, and this documentary serves as a testament to that shared success. But more than that, it provides a deep dive into how the Hass Avocado Promotion, Research, and Information Order’s efforts (HAPRIO) over the past five years have directly contributed to the extraordinary growth in avocado demand and consumption.

The recent five-year evaluation program revealed what many of us have felt but now have the data to prove: without the efforts of HAPRIO, the avocado’s rise to fame in America simply wouldn’t have happened at the pace or scale it did. Our program, through nutrition research, strategic marketing, and communications efforts, supplying the industry with business tools and information, and bringing the industry together for unified collaboration, have all been crucial in shifting perceptions about avocados and generating the excitement that drives demand.

HAPRIO’s marketing and communication efforts have transformed the avocado into more than just a fruit; they’ve turned it into an iconic part of American food culture. Every dollar invested in these programs has been returned many times over through increased demand, higher prices, and more stable markets for our growers.

Avocado Nation—An American Success Story is not just a film; it’s a reminder that together, we’ve built something extraordinary. We’ve created a market where the avocado is not only known but loved. As we look to the future, this documentary is a celebration of all that we’ve accomplished and a promise of what’s still to come. The future of the avocado industry is bright, and we’re excited to continue this journey with you.

Together, we’ve lifted all boats.

Learn More About the HAPRIO Impact and Watch the Mini-documentary