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.
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.
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.
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.
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:
- Business Support Tools & Information
- Industry Engagement & Leadership
THE “HAB EFFECT”
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.
Learn more about us
Updates & Resources
Research & Insights
Consumer Tracking Study 2022
A Look at Fresh Avocado Consumers’ Attitudes, Awareness and Usage
Download the Latest Report
Latest press release
Latest Press Release
The Hass Avocado Board (HAB) Moves Into 20th Anniversary Year With Stronger Marketing & Communications Impact Under Leadership of Industry Veteran Gina Widjaja
HAB’s Avocado Nutrition Center Is Engaged in the Public Comment Process for 2025-2030 Dietary Guidelines for Americans
HAB’s Avocado Nutrition Center submitted comments on the proposed scientific questions to be addressed by the 2025 Dietary Guidelines Advisory Committee.
Read the latest