Hass Avocado Board (HAB) New Strategic Plan for 2026-2030
The Hass Avocado Board (HAB) has been involved in a fact-driven, detail-oriented process over the past seven months, working towards developing the organization’s strategic plan for the next five years.
The 2026-203 Plan was developed in collaboration with our Board of Directors, with industry stakeholders, and with the assistance of outside consultants to help collect, organize, and coordinate information being gathered from multiple sources, including customers and consumers. This process was undertaken to be certain we knew where our most important stakeholders wanted or needed the organization to go and were involved in this process. After much input, extensive discussion, and finding agreement with our Board of Directors and staff, we have concluded that the new Vision for the organization is as follows:
Hass Avocados will be America’s preferred healthy food for every meal, driving growth in per capita consumption and providing value to consumers and stakeholders.
HAB’s new mission remains focused on the areas that have driven value for consumers and stakeholders in the U.S., and that Mission is:
Hass Avocado Board strengthens the global avocado industry and its stakeholders in our collective efforts toward market expansion in the U.S. through key strategic priorities: nutrition research and marketing, sustainability, industry engagement, and business support tools and information.
We will work towards our mission daily and track our progress towards the new vision by establishing benchmarks and measuring outcomes against them.
Of course, there are strategies and five-year working goals for each of our strategic priorities, and an annual business plan will be written and followed to work towards the vision and mission.
Focusing on these strategic priorities will drive growth, enhance value, and ensure the sustainability of the avocado industry. We will be transparent with all of our stakeholders, share the results of our outcomes annually, and measure our progress together. This is part of our ongoing effort to be a catalyst for action and a reason to be confident in the future of our industry here in the U.S.
HAB has created a webinar to support this new strategic plan, and to give you more details about it, and to discuss the support it provides for the avocado industry, here in the U.S Please go in and listen to it and find out more about the plan. You can access it at the link below.
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