PMA HAPRIO Meeting
The “HAB EFFECT” or the ability for industry members to do things they wouldn’t be able to do without the collective power of the Hass Avocado Board and amplification of the work done by others for everyone’s growth, was the theme at the recently held gathering of all of the active member organizations of the Hass Avocado Board Promotion, Research, and Information Order in conjunction with the PMA Fresh Summit that was held in Anaheim, CA. This meeting held on Thursday October 17th, was a collaborative effort of HAB and the member organizations to share information about the work that they do to promote avocados here in the United States.
HAB collects, focuses, and distributes investments for the U.S. avocado industry. Those investments take two forms. HAB enables programs run by California producer and importer associations that benefit specific countries of origin, and we implement programs that benefit all industry members.
At the meeting the following representatives of the member organizations gave compelling presentations of the work they do – the benefits they deliver to their stakeholders, and the strategies they follow to drive consumption of avocados now and into the future:
Hass Avocado Board
Emiliano Escobedo
California Avocado Commission
Jan Delyser
Chilean Avocado Importers Association
Karen Brux
Avocados from Mexico
Alvaro Luque
Peruvian Avocado Commission
Xavier Equihua
The final take-away from the meeting:
- HAB and the producer and importer organizations are building demand for avocados in the U.S.
- HAB is a catalyst for action and the only independent avocado organization that equips the entire industry for success.
At HAB our job is to make avocados America’s favorite fruit – and it’s working
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The avocado market has long been governed by demand – a unique circumstance in the fruit and vegetable trade. But is that about to change? Has it already? Massive surface area expansions in recent years are raising questions.
New Feature on Love One Today
The Hass Avocado Board’s job is to make avocados America’s most popular fruit and now it’s easier than ever for consumers and health professionals to access Love One Today’s turnkey resources about the benefits of fresh avocados.
While the concept of data sharing is as old as HAB itself, in the early days, the quality was hampered by the pervasive mistrust among the HAB partners. Yet, over time as collaboration and cooperation evolved, so did the credibility and quality of the data inputs. The key players saw the value and built the Avocado Volume and Inventory System (AVIS) which became a widely successful global industry intelligence engine providing invaluable information related to U.S. avocado supply, inventory and sales.