While just last year the Hass Avocado Board achieved a history-making milestone by crossing the 3 billion-pound market threshold, Gwen Jackimek, HAB’s first female chairperson, isn’t looking back as she steps into this leadership role ready to drive future growth.
“We’ve reached the 3 billion-pound benchmark, which is absolutely fantastic, and now we’ve moved into a new vision and strategy for the next five years,” Jackimek tells The Packer. “Our vision is to make hass avocados America’s preferred healthy food for every meal — driving growth in per capita consumption and providing value to consumers and stakeholders.”
The Mission Viejo, Calif.-based research and promotional board conducts intensive nutrition research, market data analysis and large-scale marketing campaigns, such as “Love One Today,” that have helped drive a significant increase in per capita consumption over the last two decades and will continue to fuel demand.
Jackimek, who boasts an extensive produce background that includes sales roles at Dole, Mission Produce and Rocket Apples, is currently senior director of sales for Fresh Del Monte. She describes the new vision for HAB as “all-encompassing” of the entire avocado supply chain from the field to the end consumer.
“We’re really trying to capture the breadth of every person that goes into making this industry successful and moving forward,” she says.
The Avocado Conference
The avocado industry will have a unique opportunity to collaborate later this year when HAB and Farm Journal, The Packer’s parent company, launch The Avocado Conference. Set to take place in San Diego on Nov. 16-18, the conference seeks to gather stakeholders from across the entire avocado supply chain.
While Jackimek says the agenda and speakers are still in the works, HAB will be leaning into data, including basket size and what adding avocados does to the consumer’s overall ring.
“We’re bringing in Circana and Datassential to do presentations specifically about avocado category data, the produce industry and consumer trends as a whole,” Jackimek says. “We’re really excited to bring the whole industry together to collaborate, look at these numbers and then tie it all back to the Hass Avocado Board’s strategic vision.
“There’s so much data out there,” she adds. “How do we use it for reaching our goals?”
A Bold Program
Jackimek is a graduate from Class 2 of HAB’s Board Leadership Development — or BOLD — program, which she credits with putting her on the path to board chairperson.
“I really attribute [my being on the board] to the BOLD program,” she says. “It’s such a great program that really lays out the path to board leadership and shows you how to get involved. It also takes you out of your workday lane and really elevates your thinking to the whole industry, because you get to collaborate and meet with so many different people from different parts of the industry.”
BOLD is a full-year course that includes virtual and in-person meetings as well as a trip to Washington, D.C., to meet with USDA.
“The future of our industry really relies on bringing diverse experiences and strengths so that we can continue to reach for the vision of the Hass Avocado Board,” Jackimek says.
Women Leading in Produce
Increasingly, women are stepping into leadership roles in produce. Earlier this year, the California Avocado Commission appointed Rachael Kimball Laenen, a fourth-generation avocado farmer, as its first female board chair.
What does this trend mean to Jackimek?
“It’s really inspiring to see how women throughout the industry are taking on bigger and bigger roles across the whole industry and the supply chain,” she says. “The produce industry is dynamic, demanding and so full of opportunity. It’s exciting to see women continue to have leading roles in shaping the industry as a whole.”
As for Jackimek’s goals as HAB chairperson in the year ahead, she says there is a lot of work to be done.
“We have a really big year ahead of us again,” she says. “This is the first year we’re working with a new strategic vision and goals, and the first-ever Avocado Conference. We have huge projects, and I want to make sure HAB is moving forward with those goals.”
To the next generation of produce leaders, Jackimek says the sky’s the limit if you’re ready to learn and engage.
“My recommendation for anyone who wants to move into a leadership role in produce is to learn the business — learn it from the soil all the way to the shelf — because the more you know, the better decisions you can make,” she says. “Build relationships early and often. The produce industry really succeeds on trust, consistency and reliability. The greater your network, the greater your knowledge.
“My other advice is to own the room and your expertise,” Jackimek continues. “You’ve worked hard to get to where you are, so believe in yourself, have a voice and raise your hand.”
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