Following its biennial election on 25 March, the Mexican Hass Avocado Importers Association (MHAIA) has announced changes to its senior personnel, including the appointment of Mike Browne as chairman.
Mr Browne will be joined at the helm by David Ruiz Vega who steps into the role of vice-chairman, new secretary Giovanni Cavaletto, treasurer Alfredo Rodriguez and directors J. Jesus Lopez Herrera, Ed Figueroa, Aureliano Pena Esparza and Doug Meyer.
'We are on the doorstep of a significant incremental increase in volume for the entire category,' said Mr Browne. 'The industry's investment in growing demand has managed to stay ahead of supply. MHAIA is a key player and we are seriously committed to executing positive consumer messaging and timely promotions to ensure continued growth.'
The outgoing board, headed by chairman Antonio Villasenor Zurita, oversaw an increase in both membership and market share, with Mexico supplying over 60 per cent of the total volume of Hass avocados in the US between March 2008 and March 2009.
Meanwhile, the group continues to invest heavily in education and promotion to increase consumption, according to group marketing director Jacqueline Bohmer.
'Our research has revealed that education is needed in our target markets on not only how to select and ripen an avocado, but on the numerous health benefits and ways to include avocados in everyday meals,' she said. 'We are investing approximately US$1m this year to grow the category and reach our target markets.'
