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.

See why the Hass Avocado Board, the only independent avocado organization, equips the entire industry for success.

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.

Benefit-to-Cost Ratio

A 1.6-3.6 benefit-to-cost ratio delivered to the California producers and importers of Hass avocados.

Rising Demand

Expansion of sales in U.S. market achieved primarily through rising demand not lowering prices.

Increased Profits

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
importer organizations

that benefit all industry members.

Cardiovascular Health Pillar Icon

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.avocado emoji

HAB Programs

Supply and Market Data Hub

Nutrition Research and Consumer Communication

Health Professionals Education

Member Collaboration

Learn how HAB has been “Making it Happen” over its first 20 years.

See What We’ve Accomplished