California Avocado Society: 105 Years Young

One hundred and five years ago, a group of avocado growers got together and formed what is now the California Avocado Society. At that time, there was essentially no market for the strange and delicious fruit, and these farmers understood that cooperation would be necessary to improve “the culture, production and marketing of the Ahuacate.”

Members receive a digital weekly newsletter that relies on in-depth market data provided by longtime partners the Hass Avocado Board and the California Avocado Commission. This information provided to the grower community in collaboration with these organizations, helps producers more efficiently run their avocado business. The Society’s new Avocado Quarterly is published digitally four times a year and offers a deeper dive into the grower experience, international avocado production, and field and laboratory research, including nutritional research about avocados performed by HAB.

Traditionally, the Society hosts three in-person seminars that cover important topics facing growers. This year, COVID-19 forced an instant modernization of those meetings. As a result, larger numbers of growers, and growers from avocado producing countries around the world, were able to tune in and participate in webinars on topics ranging from weed management to new cultivars. Similarly, the Society is planning a virtual Oct. 21 Annual Meeting where pre-recorded field segments are followed by live Q&As.

Dedicated to improving avocado-growing practices and production, the Society seeks to connect growers from around the world to promote sharing of successful strategies. In 2017, the Society led an educational (and fun) trip to Mexico that allowed growers from both countries to learn new tools and discuss common challenges. In coming years, the Society will lead similar trips to Africa, Brazil and New Zealand/Australia.