The Colombia Avocado Board has appointed produce industry veteran Manuel Michel as its new executive director.
Michel assumed the role on July 17. He takes the reins from William Watson, who had been serving as acting director and was instrumental in the establishment of the organization, according to a news release.
“This is an exciting time to join the Colombia Avocado Board,” Michel said in the release. “I have an unwavering dedication to enhance lives through agriculture development and trade and my commitment is rooted in the profound impact ag development can have on the livelihood of farmers, local communities and consumers, and I see that reality at work in Colombia and I am eager to highlight the benefits and advantages of Colombian avocados and be a champion for the Board’s mission and vision.”
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Colombian avocado production has grown immensely over the last two years with orchard numbers more than tripling, resulting in the production of nearly 25 million pounds, during the 2023 season, according to the release. The warm climate and fertile soils make Colombia a year-round global hass avocado producer and exporter with an increasing global sales footprint, the release said.
Most recently, Michel served as executive director of the National Mango Board, where he helped guide growth from 2014 to 2023. During his tenure he administered a national research and promotion program as well as increased volume, awareness and consumption of fresh mangoes in the U.S., according to the release.
Michel also has long history in agriculture, organizational administration and food safety dating back over 25 years, according to the release. He has a bachelor’s degree in agriculture from Oregon State University and a Doctor of Jurisprudence from Texas Tech University, along with a license from the State Bar of Texas.
“We’re thrilled to have Manuel, and his special skill set, join CAB. It was vital that we brought the right person into this role, and we appreciate William supporting us in our operational startup until we could,” CAB Chairman Ricardo Uribe said in the release. “It’s clear that Manuel understands this opportunity with his past experience growing new organizations along with his international experience as we grow Colombian avocado exports to the U.S.”
