Next Generation of Avocado Leaders Begins BOLD Journey at UC Davis

BOLD Class 6 is officially underway, kicking off with three days of intensive, in-person learning at the University of California, Davis. The opening session, held at the Department of Agricultural and Resource Economics, set a strong foundation for the program with a focus on the fundamentals that drive demand and long-term value in the produce industry.

Participants engaged in a series of lectures led by Professors Rich Sexton and Kristin Kiesel, who brought both academic rigor and real-world application to the classroom. Covering both macro- and micro-level forces, the sessions explored how global supply dynamics, consumer trends, and market behavior intersect to shape produce markets. These first principles of food economics and marketing helped participants better understand how value is created—and how strategic marketing investments can influence consumer demand.

Professors Sexton and Kiesel highlighted the engagement of the group throughout the session:

“As in previous years, BOLD class participants were deeply engaged—not only absorbing the concepts and analyses presented, but challenging them and connecting them to experiences and decisions in their own work. It is an absolute pleasure to teach these future industry leaders, and their shared perspectives continue to enrich our research portfolio.”

Throughout the program, participants connected these concepts directly to the work carried out under the auspices of the Hass Avocado Board (HAB)—particularly how coordinated industry investments in research, promotion, and market development have contributed to sustained demand growth for avocados in the U.S. market.

Reflecting on these insights, Pedro Gomez, a participant in BOLD Class 6, emphasized the broader implications for the produce industry:

“In the produce industry, we’re rarely thinking about marketing and advertising—especially to consumers. However, the benefits are clearly demonstrated. The case of demand and value creation through investments by the Hass Avocado Board is a success that deserves to be analyzed by other produce industries, if not replicated. As an industry, we need to continue supporting the work done over the past two decades while also rethinking how we approach the marketing of our products and services.”

As BOLD Class 6 moves forward, participants will continue building the leadership, strategic thinking, and industry perspective needed to help guide the future of the avocado industry—ensuring that the next generation of leaders is equipped to sustain and grow the value of avocados in an increasingly competitive global marketplace.