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
Other Happenings
The Hass Avocado Board Opens 2026 Board Nominations, Calls on Industry Leaders
Nominations for Board of Directors seats are taking place online. Nominate yourself or another person by submitting the corresponding form online no later than March 27, 2026
A Milestone for the Avocado Industry in the New Dietary Guidelines
The 2025–2030 Dietary Guidelines for Americans mark a significant moment for the avocado industry, recognizing avocados as a source of healthy fats and reinforcing the role of whole, fresh foods in healthy eating patterns.
A Fresh Produce Journey Comes to a Close
As of December 31, 2025, your writer, John McGuigan, will be retiring from the Hass Avocado Board.
