The Hass Avocado Board has released a video showcasing its work to support growing consumption of the fruit in the U.S.
The video highlights what the board calls the “HAB Effect,” enabling programs by country of origin and implementing “programs that benefit all industry members,” according to a news release.
“It demonstrates that the avocado industry can count on HAB to be a catalyst for action and a reason to be confident in the future of our business,” Jorge Hernandez, board chairman, said in the release.
Richard Sexton, professor in the University of California-Davis Department of Agriculture and Resource Economics is featured in the video. Sexton conducted a five-year evaluation of promotions by the Hass Avocado Board and member associations.
The research, published in November 2018, studied the board’s programs from 2013-17, and analyzed promotions carried out by HAB participants:
- California Avocado Commission
- Chilean Avocado Importers Association
- Mexican Hass Avocado Importers Association and partner Avocados from Mexico
- Peruvian Avocado Commission
Sexton’s research shows that demand, not lower prices, is driving the expansion of sales of avocados in the U.S., according to the release.
Average per-capita consumption of avocados has increased from 1.6 pounds in the 1990s to 7.1 pounds in 2014-16, according to the release.