
From little known “alligator pears” to a nutrition and pop-culture powerhouse, the making of America’s most popular fruit is a story worth telling.
For 20 years, the Hass Avocado Board (HAB) has been focused on making avocados America’s most popular fruit – and it’s working.
Given the beloved nature of avocados in America today, it may be hard to imagine a time when they were not a year-round staple in households from coast-to-coast.
Or, when they were referred to as “alligator pears” and major pockets of the country had never experienced their epic taste much less knew anything about the nutritional powerhouse for which the fruit is now famous.
Avocados are undoubtedly a success story. But, an overnight success? Not so fast.
It has been two decades since the Hass Avocado Board was established to provide national research and marketing initiatives in support of what – at the time – was a somewhat unfamiliar fruit that was incorrectly perceived as high calorie, fattening, and “for guac only.” It’s a stark contrast to today’s reputation of avocados being the good-for-you fruit – ready to be enjoyed any day, any time, and in virtually any cuisine.
The creation of HAB set into motion this dramatic shift in perception, and the ongoing quest to make avocados America’s most popular fruit.
It has taken grit, determination, and a belief among industry visionaries that a “rising tide would float all boats.”
Over time, the total avocado market in the United States has boomed from $1.3 billion in 2003 to more than $7 billion in 2021.
Meanwhile, U.S. avocado consumption has grown to 8.55 lbs. per capita in 2021, up from an average of 2.26 pounds per capita in 2000.
An increase of more than 278% during that timeframe.
The growth in demand took place all while keeping prices strong for producers and importers.
Independent researchers at the University of California – Davis completed an evaluation of the promotion programs conducted by HAB and its member associations and determined the initiatives played a key role in expanding demand for Hass avocados.
“The Hass avocado success story in the United States, in terms of the rapid increase of per capita consumption, while maintaining stable or increasing prices to producers and importers, has made avocados the envy of the produce industry.”
Richard J. Sexton, Ph.D.,
Distinguished Professor, Department of Agricultural and Resource Economics at the University of California, Davis
HAB’s ultimate accomplishment has been its ability to unite the global industry to drive and sustain U.S. demand for avocados – all while keeping grower returns stable to increasing.
The UC-Davis study further indicated that HAB programs delivered a benefit-to-cost ratio ranging from 1.6 to 3.6 to the California producers and importers of Hass avocados who funded them.
Today, HAB is the only independent avocado organization that equips the entire industry for success.
Along the way, while demand soared and grower returns remained solid, avocados achieved pop-culture icon status
Avocados receive more than 2.2 million social mentions every year, more than 950,000 posts with #avocadotoast on Instagram, 400+ mentions on Twitter per hour, thousands of “avocado art” pins on Pinterest, a growing avocado-only restaurant chain and social media memes declaring:
“You Can’t Please Everyone…You’re Not an Avocado.”
As HAB looks forward, the next frontier will focus on continuing to aggressively build demand and drive consumption of avocados.
HAB is deeply committed to continue pursuing and promoting nutrition research discoveries, while addressing growing customer and consumer interest in sustainability issues.
To that end, an Avocado Sustainability Center has recently been established to advance research, education, and communication of the avocado sustainability story in what promises to be one of HAB’s biggest initiatives of the coming decade.
Industry leaders share perspectives about HAB’s accomplishments over the years
Learn more about how HAB has been “making it Happen” over the last 20 years