Avocado Express Volume 1 #3

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En Español VOL. 1 #3
HAB CONTINUES STRATEGIC FOCUS ON NUTRITION AND PRODUCT RESEARCH
Avocado Express
by Emiliano Escobedo, Executive Director
 
For people who grow, export, ship, import and market Hass avocados in the United States and around the world, the Hass Avocado Board is the premier organization leading the way towards the industry's long term vision. Our market insights and deep understanding of the category are reflected in our commitment to develop first-class marketing, research and information programs that contribute to growing sustainable demand for our stakeholders and industry members worldwide.

HAB leadership's intensive Strategic Planning Retreat late in 2011 is bearing fruit this year as the organization focuses on fleshing out those strategic priorities that rose to the top of the discussion. In response to the strategic initiatives identified by the Strategic Planning Group meetings, the Hass Avocado Board has been developing a marketing and research strategy that leverages category resources and nutrition science to drive avocado consumption and enhance value to the consumer.

We are pleased to announce in this edition of the Avocado Express two events that are relevant to the industry: the publication of the first of seven human clinical studies financed by the Hass Avocado Board and the results of the election of the new Executive Committee, whom stand firm in advancing the strategic initiatives identified by the Strategic Planning Group.

Thank you for your continued support.

Emiliano Escobedo

Burger with Avocado Slices Profile NUTRITION PILOT STUDY PROVIDES PROMISING CLUES FOR FUTURE RESEARCH
 
"A pilot study, with 11 healthy men participating, found that eating one-half of a fresh medium Hass avocado with a burger, rather than eating a burger alone, may curb the production of compounds that contribute to inflammation in healthy men."

 
A pilot study found that eating one-half of a fresh medium Hass avocado with a burger, rather than eating a burger alone, may curb the production of compounds that contribute to inflammation in healthy men. According to the American Heart Association, inflammation is a risk factor that may be associated with heart disease. More research is needed to determine whether these results could apply to other individuals.

This study is based on the hypothesis that fresh Hass avocados may help support normal vascular function in 11 healthy men.

While these are initial findings from a single study with 11 healthy men, they provide promising clues and a basis for future research to determine whether avocados can play a role in the areas of vascular health and heart health.

View the study here

 HAB has carefully developed key messages that are appropriate for specific audiences to ensure the study and its results are presented within the proper context. Use of the messages and resources provided by HAB will help to ensure appropriate positioning and will help the industry speak with one voice on the study to amplify the reach and impact of the messages in the U.S.

It's not that simple to communicate nutrition attributes and health messaging, which must conform to FDA regulations and be validated through scientific research. However, because of earlier strategic decisions, HAB is dedicating significant resources to nutrition research and is in progress to complete several studies that have the potential to support valuable nutrition messages.
 
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Hass Avocado Board Members Profile NEW EXECUTIVE COMMITTEE AND BOARD TO FOCUS ON THE INDUSTRY'S 5 AND 10 YEAR VISION
 
"Our efforts support avocado growers whose fruit is sold in the United States."
 
HAB's 2013 executive committee-- consisting of Chairman James W. Johnson, producer; Vice Chair Scott Bauwens, importer; Secretary Bob Schaar, producer; and Treasurer Chris Henry, importer-- will focus on achieving HAB's vision of being the avocado category leader in the United States and the industry leader worldwide.

"Our efforts support avocado growers whose fruit is sold in the United States. Their success is our success," said Johnson. "Their dedication is matched by ours through the services of a 12-member board representing domestic producers and importers of Hass avocados."

"The strategic planning is not complete, as the next phase is reconvening in spring 2013 to check progress against assigned development tasks," said Executive Director Emiliano Escobedo.

The committee and board will focus on achieving its four outlined strategic priorities: To build demand in the U.S. market, implement a Global Data System that captures supply and demand data, support initiatives that will help stakeholders provide a consistent quality product and continue investing in nutrition research that will enable the industry to tell a better story about avocados founded on science.

Future issues of Avocado Express will explore these priorities and what is being done to accomplish them.

     
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