hass logo and avocado


The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit.

Who we are

HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States.

HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

Product Purpose

Hass avocados improve lives through a unique, versatile, nutritious, and flavorful eating experience that contributes to human health, the environment, societal benefits and economic prosperity.

Our Mission

HAB strengthens the Global Avocado Industry and its stakeholders in our collective efforts toward market development in the U.S. through leadership in Nutrition, Communications, Business Support Tools and Information, and Sustainability practices throughout the supply chain.

Our Vision

Fresh Hass avocados will be America’s most popular and desired fruit by 2025.  The average annual increase in the value of the fruit consumed on a per person basis in the U.S. will be 6%.

Together, we work toward driving sustainable demand & consumption of avocados in the U.S.

The Hass Avocado Board provides Growers, Marketers, Health Professionals and Consumers trusted and unbiased avocado data, research and information to drive category growth.

We all play our parts toward making avocados the number one consumed fruit in the U.S.


HAB provides growers with volume data, projections, market insights and other business tools to help make good business decisions.



HAB provides volume data, consumer studies and insights, retail best practices, consumer purchase behavior, and state of the category reporting that helps drive the avocado selling business.


Health Professionals

HAB conducts independent, peer reviewed nutrition research that is shared with health professionals that enable them to advise consumers on the health and wellness benefits of eating fresh Hass avocados.



HAB develops consumer-friendly recipes, how-to advice, relatable nutrition information and avocado facts to help increase awareness of all the benefits of eating and enjoying fresh Hass avocados.


HAB’s 5 Year Strategic Plan

Five strategic priorities support the Board’s long-term vision for fresh Hass avocados becoming the most popular and desired fruit by 2025:

  • Communications
  • Nutrition
  • Business Support Tools & Information
  • Sustainability
  • Industry Engagement & Leadership


Empowering HAB advocates.
The “HAB Effect” is the ability for members to do things they wouldn’t be able to do without the collective power of the Hass Avocado Board (HAB) and for all members to amplify the work done by others for their own growth.