Avocado Express Volume 1 #4

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Hass Avocado Board - Avocado Express: the essential marketing e-bulletin for the Hass avocado industry
En Español VOL. 1 #4
Avocado Express
by Emiliano Escobedo, Executive Director
"Every association has one
ex-officio seat at board meetings
and it's encouraged that each association uses this opportunity to participate with HAB."
A fall 2012 strategic planning session of the Hass Avocado Board's Planning Committee moved the needle on HAB's four strategic priorities - International Representation, Supply and Demand Data Collection System, Quality, and Nutrition Research/Build Demand, each pursued by a board committee.

These initiatives are on time and on target and continued with another committee session held in January. The importance placed on this effort by the board is reflected in a resolution passed earlier last year: "The Hass Avocado Board supports the work of the Hass avocado industry planning team. We fully support the planning team's industry vision and the strategic priorities they identified to reach the vision. We accept the leadership the planning team has asked us to take in establishing and chairing committees for each of the priorities and embrace having representation on each committee from all of the contributing organizations. We are committed to moving these efforts forward and our actions will be driven by the values established by the planning team to the best of our ability."

Two of the four priorities are discussed here, with the other two to be covered in the next issue of Avocado Express.

International Representation
Since the creation of HAB, stakeholders from countries that produce and sell Hass avocados in the United States have sought to support HAB's overall strategic direction by having fair representation on the board. Nearly ten years after its establishment, the Hass Avocado Board, through its International Representation Committee, has taken concrete steps towards accomplishing a goal--to ensure that there are voting members from every member association with fair representation at the Hass Avocado Board by October 2013.

The committee is seeking to create a structure that allows for flexibility as the industry changes in the future. There are various approaches to take; some require legislative action while others have potential to work under the current framework of the Hass Avocado Promotion Research and Information Act.

According to committee chair and HAB's Secretary Bob Schaar, "Every association has one ex-officio seat at board meetings and it'sencouraged that each association uses this opportunity to participate with HAB. This is a first step to open communication and building relations in order to eventually accomplish our goal."

Supply and Demand Data Collection System
Year after year, the total volume of Hass avocados sold in the U.S.market has increased. Innovation through information technology and synergy among the suppliers and marketers of Hass avocados in the United States will support market efficiencies that foster demand for Hass avocados in the United States market for years to come. The Hass Avocado Board is leading this effort through the creation of a Global Data System Committee whose goal is to create a voluntary global data system to improve the efficiency of the market.

Chairman of the committee and HAB Director, Mike Sanders says that the data system objectives include providing timely information about the movement of avocados in the U.S.; monitoring inventory levels; tracking sales by destination; and generate informative and accurate reports and trend analysis for participants.

HAB is working diligently with the committee members, IT and legal support staff to get this system up and running.

"A legal and technical framework has been developed that could be implemented under the law on a voluntary basis,"says Sanders. "We have received feedback on the technical and reporting framework and are currently reviewing specific reporting procedures and user agreements."

"Demand for Hass avocados in the United States has been increasing steadily over the last several years."

The year 2012 was a record breaking year for Hass avocados with the industry topping the 1.5 billion pound consumption mark almost 3 billion of the tasty fruit with excellent volumes from California, Mexico, Chile and Peru. In 2011 about 1.1 billion pounds were consumed.

Demand for Hass avocados in the United States has been increasing steadily over the last several years and consumers continue to add them to their diets, due in large part to the industry's many successful marketing programs executed by the collective member associations.

Avocados continue to increase in popularity and have been expanding beyond guacamole into everyday meals like salads and sandwiches. Furthermore, HAB's ambitious nutrition research initiatives will support increased consumption as health professionals and consumers learn about the emerging science behind avocado goodness.
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HassAvocadoBoard.com screenshot Profile WELCOMING A
"The Hass Avocado Board recently updated its website to make it more user-friendly and more effective in delivering information."
The Hass Avocado Board recently updated its website to make it more user-friendly and more effective in delivering information.The new design and functionality takes into account feedback from growers, packers and importers to ensure it serves all sectors of the industry. Other than being more mobile friendly, one of the features of the site is an optional alert system that lets registered users know whenever an update to the website was made (i.e. volume projection, new research available, regular updates, etc.).

It also includes a new web address: www.hassavocadoboard.com.

The website also allows visitors to easily access popular nutrition and retail information by viewing the expanded Nutrition Research and Consumer Research sections, along with a new expanded Retail data program and section that will include a monthly and quarterly newsletter.

View HAB's new website here.

See the latest avocado volume figures here.

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