What is the single most urgent shift the produce industry must make today to ensure it remains sustainable and profitable in 2030 and beyond?
“From a marketing and promotion perspective, a priority for the produce industry is to invest in growing demand as deliberately as we work to expand supply. That starts with reliable crop forecasts and market information, understanding who is buying, where consumption can grow, and what customers will need as supply expands. Broader participation in collecting market data can improve the quality of that information helping growers, suppliers, marketers and retailers each plan more effectively and respond to changing conditions.”
Manuel Michel is managing director of the Colombia Avocado Board, where he leads efforts to build demand for Colombian Hass avocados and expand their presence in the U.S. market.
He has 25 years of professional experience, with a career spanning agriculture, fresh produce, law, marketing, food safety, quality assurance, and regulatory oversight.
Before joining CAB in 2023, Michel served for nine years as executive director of the National Mango Board and previously worked as a marketing order specialist with the USDA Agricultural Marketing Service.
Across these positions, he has accumulated more than 15 years of experience administering and overseeing USDA research and promotion programs.
Michel is a licensed Texas attorney and holds two undergraduate degrees from Oregon State University and a Juris Doctor from Texas Tech University.
