Hass Avocado Board appoints chief

01/12/2012 05:01:00 PM
Mike Hornick

“A lot of people don’t realize there’s so much more you can do with avocados, even with guacamole,” he said. “The hass has a high oil content, healthy fats and oil, and that’s what makes guacamole creamy.”

Guacamole tips are part of the board’s Super Bowl-related marketing campaign.

APEAM taps interim marketing director

SerenaAt APEAM, Eduardo Serena is succeeding Escobedo. Serena has been named interim marketing director for the Avocados from Mexico brand.

He was APEAM’s business development manager for the last eight years. Before that, Serena operated U.S. Department of Agriculture programs in avocado orchards and packing houses in Michoacán and was a logistics organizer for the domestic market.

“We are delighted to appoint Eduardo to this role and know that his previous experience and background in the avocado industry make him the best person to lead APEAM during this transition,” Ricardo Vega, APEAM chairman, said in a news release.

“We wish (Escobedo) the very best at HAB and are grateful that while he may not be working for us, he’ll be working for the avocado category which benefits all of us,” Vega said.
APEAM represents about 7,000 growers and 35 packers in Mexico’s state of Michoacán.


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