The “HAB Effect”
/thə hahˈb əˈfekt/ (noun):
1. 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.
HAB’S Job is to Make Avocados America’s Most Popular Fruit – And It’s Working.
We’ve played an important catalyst role in making avocados the envy of the produce industry by increasing consumption to 8.1 lbs. per capita in 2018 in the U.S. up from an average of 2.26 lbs. per capita in 2000, an increase of 258%.
Promotion Programs Play a Fundamental Role in Expanding Demand.
Independent researchers at UC Davis recently completed a five-year evaluation (2013–2017) of the promotion programs conducted by HAB and its member associations and found they have played a fundamental role in expanding demand for Hass avocados in the United States.
A 1.6-3.6 benefit-to-cost ratio delivered to the California producers and importers of Hass avocados.
Expansion of sales in U.S. market achieved primarily through rising demand not lowering prices.
An expansion of the programs – even by a small amount – would further increase grower and importer profits.
How the assessments HAB collects are distributed:
run by California producer and
that benefit all industry members.
Our nutrition research has helped consumers understand how avocados are beneficial to their health.
We’ve invested millions of dollars in nutrition-focused marketing campaigns that have helped make fresh Hass avocados a part of pop culture.
Supply and Market Data Hub
Nutrition Research and Consumer Communication
Health Professionals Education
Updates & Resources
November 30, 2022
Corporate Governance Committee (CGC) Meeting
December 6-7, 2022
HAC/HAB Board Meetings
See agenda and materials
Research & Insights
RETAIL CHANNEL OVERVIEW
Understanding Avocado Category Purchase Trends by Channel To Drive Retail Sales of Hass Avocados
Download the Study
Latest press release
Latest Press Release
New Study Highlights Evolution in Avocado Seasonality