USDA Announces New Board Members to Hass Avocado Board

New Board Members Announced by the USDA in November and New Executive Committee Members Announced by Hass Avocado Board in Early December

On Thursday November 19th, the U.S. Department of Agriculture announced the appointment of 11 members to the Hass Avocado Board (HAB). Appointed are three producer members, three producer alternates, two importer members and two importer alternates to fill three-year terms beginning Nov. 1, 2020, and expiring on Oct. 31, 2023, and one producer alternate to fill the remainder of the term which expires on Oct. 31, 2021.

Members and alternates newly appointed to serve are:

  • Susan V. Pinkerton, Ventura, California (Producer Member)
  • Ben Van Der Kar, Carpinteria, California (Producer Member)
  • CJ Shade, Ojai, California (Producer Member)
  • William Carleton, Carpinteria, California (Producer Alternate)
  • Jeff Dickinson, Fallbrook, California (Producer Alternate)
  • Kimberlin Brown Pelzer, Fallbrook, California (Producer Alternate)
  • Keith Slattery, San Clemente, California (Producer Alternate 1-year term)
  • Jorge A. Hernandez, McAllen, Texas (Importer Member)
  • Sergio Chavez, Lake Elsinore, California (Importer Member)
  • Andrew Bruno, Newbury Park, California (Importer Alternate)
  • Peter Shore, Ojai, California (Importer Alternate)

HAB has 12 members, which include seven producer members, two importer members and three producer or importer members who serve in swing seats. Each member has an alternate.

Following these appointments, at the Hass Avocado Board’s new member seating event held on December 1, 2020, HAB announced two producers and two importers have been seated to HAB’s Executive Committee.

Newly seated HAB executive committee members include:

Jorge Hernandez

Importer Jorge Hernandez as Chairman

Salvador Dominguez

Producer Salvador Dominguez as Vice-Chairman

Ben Van Der Kar

Producer Ben Van Der Kar as Secretary

David Fausset

Importer David Fausset as Treasurer

“I am honored to continue supporting the work of HAB alongside these respected industry members seated to the executive committee,” said HAB Chairman Jorge Hernandez. “We know HAB’s success truly depends on the leadership of our board members and we look forward to supporting HAB’s vision of making fresh Hass avocados America’s most popular fruit by 2025.”

As the only independent avocado organization, HAB’s goal is to equip the entire industry for success. The executive committee will play a pivotal role in implementing HAB’s new 2021-2025 strategic plan, which includes strategies, objectives and five-year working goals across each of five strategic priority areas:

Sustainability

Sustainability

Nutrition

Nutrition

Business Support Tools and Information

Business Support Tools and Information

Industry Engagement and Leadership

Industry Engagement and Leadership

Communications

Communications


For the industry, HAB strives to be a catalyst for action and a reason to be confident. All industry members are encouraged to register here to view timely industry updates and access tools that will help facilitate the decision-making process for their avocado business.

Other Happenings

Celebrating 15 Years of Loving Avocado Toast

July 21, 2021

Join the celebration of the 15th Anniversary of Avocado Toast by getting the fan favorite recipes at LoveOneToday.com/toast and SaboreaUnoHoy.com/pantostado. Check out the complete listing of America’s top 15 toppings and let it inspire creativity for your next avocado toast masterpiece.

HAB Webinar: The Hass Avocado Shoppers You Must Have to Grow Sales

July 21, 2021

Learn more in a brief 30-minute webinar where you will hear directly from Steven Muro of Fusion, whose team fielded HAB’s recent study focused on the avocado shopper and how to drive sales. As the only avocado organization that equips the entire industry for success, HAB offers insights and detailed retail information that can help focus efforts on actions and opportunities to drive avocado sales as the industry looks to the future.

Taking Every Opportunity To Engage New Advocates for Avocados

July 21, 2021

Our Executive Director, Emiliano Escobedo, jumped at the chance to engage a UC Davis Ag Marketing class with his experience in avocado marketing. Here is a recount of his experience and why this chance to engage young minds with the topic of agricultural marketing resonated so deeply with him.