A new film from the Hass Avocado Board (HAB) documents the impact of its national marketing programme in driving demand for the fruit in the US and globally over the past 20 years.
Avocado Nation: An American Success Story looks at the transformational effect the HAB has had on growers, including over 3,000 avocado producers in California, since its creation in 2002.
According to independent researchers from the University of California, Davis, strategic promotions helped drive a 260 per cent increase in US avocado consumption, versus just 9 per cent growth across the overall fruit category. And there is evidence that with continued investment in research and marketing, the industry is poised for even more growth.
“My family has been growing avocados for multiple generations,” said Chuck Bandy, a southern California producer for more than 35 years. “I appreciate that because HAB takes care of keeping demand high through promotion, I can focus on being hands-on in the groves doing my part to add value and security for my family and community.”
Bob Schaar, HAB chairman and a southern California grower for over 25 years who had to replant his avocado grove after a fire destroyed it in 2007, commented: “Mother Nature serves up plenty of curve balls to California growers. HAB’s continued success at using our incredible nutrition story to drive sales without having to discount fuels my excitement and confidence in the future, so I keep charging ahead with a positive outlook”.
“There are hundreds of people involved behind-the-scenes of California’s avocado industry,” said Scott Bauwens, a northern California grower and 23-year operations veteran. “We all count on each other and HAB to keep profits up so there’s a lot to be proud of when I see in the report that we achieved an ROI of 247% over the last two decades.”
“Without the HAB and its member organisations’ ongoing support in growing consumption, the US avocado industry might have faced diminished demand, increased supplies, and lower prices for producers and importers,” HAB added.
