The New Look of the Hass Avocado Board Email Newsletter

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Hass Avocado Board - Avocado Express: the essential marketing e-bulletin for the Hass avocado industry
En Español VOL. 1 #1
Avocado Express
by Emiliano Escobedo, Executive Director
"It is HAB's intention to walk the walk in category leadership."
Many of you may recall the long, happy life of AvoAction, HAB's initial email newsletter that filled your mailbox nearly 100 times over the past nine years. AvoAction covered a variety of topics, including HAB marketing efforts and those of HAB's associations. Its distribution included growers, handlers, importers, retailers and other interested stakeholders.
Now, befitting a time of transition for the Hass Avocado Board, we are happy to introduce Avocado Express, which will move us efficiently and quickly into the topics of most interest to industry stakeholders, with a primary focus on category leadership and nutrition research.
It is HAB's intention to walk the walk in category leadership that complements talking the talk in this new communication vehicle. We believe you will appreciate the focus on our nutrition research program and selected marketing initiatives that reflect our industry presence and the nutrition emphasis the stakeholders have expressed a desire to see.
You will also see over the next several months the emergence of a new industry website that facilitates access to information that the Board and stakeholders believe is most important to highlight.
"In this next period of HAB's life we intend to exhibit the kind of category leadership that our stakeholders demand and that the industry will profit from. Our renewed research and communication initiatives will support that endeavor."
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Escobedo and family Profile NEW HAB
"The opportunity
to position HAB as a leader both domestically and around the world
is a terrific challenge."
New HAB Executive Director Emiliano Escobedo's first love is not Hass avocados. That honor goes to his wife Taylor and brand new first child Alec. But avocados aren't far behind, a ripening fondness that has developed through his immersion in APEAM for the past seven years.
Emiliano competed as a world ranked tennis player, traveling the United States, Mexico and Europe extensively in the late 1990s through 2002 even as he worked on his college education, which he completed with a degree in Food and Resource Economics at the University of Florida in 2003.
He utilized that knowledge and competitiveness with his service to the Avocado Producer and Exporting Packers Association of Michoacán (APEAM) out of Los Angeles before joining HAB in January.
During his tenure, Emiliano strategized, developed and implement privately funded and government supported multi-million dollar integrated marketing campaigns targeted to consumers, retail trade and foodservice operators in the United States, Canada, Japan, France and Mexico.
His successful initiatives saw him climb the produce industry ranks, winning a host of awards including a spot on The Packer's Top 25 industry leadership list in 2010.
Here are Emiliano's thoughts as he enters a new phase of his career and pursues the next phase of HAB's success.
What drew you to the HAB position?
"I have a passion for avocados, driven in part by the industry's excellence and its talented people. The opportunity to position HAB as a leader both domestically and around the world is a terrific challenge."
How will your background help in driving HAB forward?
"I have gained a deep understanding of avocados, from production to marketing. My experience and relationships while working with growers, exporters, importers, retailers and other stakeholders around the world will be key factors in driving HAB forward. I've gathered relevant experience while living in several countries (20 years in the United States) and the three languages that I speak (Spanish, French and English) will help in HAB communications."
What do you see as HAB's strengths?
"The federal mandate to collect marketing dollars and apply them to programs that support the category is a tremendous advantage in the produce marketplace. HAB has done a solid job in its relatively brief history, and I think we can do even a better job making sure that our programs support the category."
What are your areas of focus for enhancing HAB's effectiveness?
"I intend to work with the board to advance the strategic priorities defined at the end of 2011. I will align all programs in a common direction, which is to support the category. And we as a team will continue to build on past successes."

See the latest avocado volume figures here.
© 2012 Hass Avocado Board. All rights reserved.

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Irvine, CA 92602-1336