Produce Business Magazine Comments on Hass Avocado Success

Recently our five-year evaluation study of the Hass Avocado Boards Promotion Programs 2013-2017 caught the attention of Produce Business Magazine.

There they talked to Dr. Rich Sexton who together with this team from UC Davis did the evaluation of the program, and he gave the magazine a brief of the overall evaluation, with some additional comment. After that piece, a comment and analysis piece was written by Jim Prevor, publisher of that journal, as well as being the well-known industry commentator, the Perishable Pundit. He stated in his analysis that:

“So those who had an interest in seeing Hass avocado sales increase owe a great debt of gratitude to the Hass Avocado Board (HAB) and the various member associations that, collectively, spent $205 million dollars promoting fresh Hass avocados between 2013 and 2017. These groups continue to support the industry today.”

He went on to explain that the data points to the fact that oftentimes the increases in one produce category often come at the expense of other produce items and not versus proteins, starches or other foods, and states:

“The challenge for the broader produce industry, though, is to find in this valuable work an understanding that would enable increases in sales to come not from other produce items but by seeing produce used as replacements for protein and other foods.”

But at the end of the day he relates that our industry should to take a bow for the collaborative approach we have taken:

“The avocado industry deserves a lot of credit. They have managed to bond together globally and build an enormously successful organization that has really aided sales and helped sustain profitable pricing.”

We appreciate Produce Business’ interest in our evaluation and our ongoing efforts to make avocados America’s most popular fruit – and it’s working!

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