Hass avocado demand in the United States has grown by 200% over the past decade, according to the Hass Avocado Board (HAB). HAB executive director Emiliano Escobedo spoke with industry professionals in Chile last week on the factors that have pushed such growth and the board's plans to continuing expanding the category.

"They have entrusted us to increase avocado consumption in the U.S. We provide market information to support the industry in making better decisions. Through marketing efforts, we are generating product awareness and have an extensive research program," he said.

Escobedo explained that HAB works closely with other associations certified by the United States Department of Agriculture (USDA).

"These organizations represent the respective growing regions of each fruit. There is the Mexican Avocado Importers Association, the California Avocado Commission, the Chilean Avocado Importers Association (CAIA) and the Peruvian Avocado Commission that formed last year when fruit began to come in from Peru," he said.

"Each one of these organizations has its own board and they make decisions on how to run their programs."

The HAB collects fees from the check off law, which charges US$0.025 per pound. This charge applies to both California produce and imports. When fruit is imported, customs agents collect the money. When it is produced locally, packers collect the fee. Afterward the money goes to HAB.

Escobedo explained that 15% of the money goes to projects and programs like research, marketing and education. The remaining 85% goes to certified organizations representing different regions.

Consumption, marketing and research

In the last 10 years, annual avocado consumption in the U.S has grown from 200,000 MT to almost 680,000 MT in 2012.  The number represents over 200% growth. By 2013, Escobedo hopes U.S. consumption will reach 900,000 MT.

To reach this number, program investment is key. Over the next few years, priorities included continued investment in nutrition and research programs, consumer marketing and information for industry professionals.

"Although U.S. demand has increased 200%, a lot of people don't know what to do or what to think about avocados. There are many people who still think they are unhealthy and don't know how to eat them," he said.

"Because of this, we're focusing a big part of our budget on nutrition research that will allow us to inform consumers of the benefits."

The entity is also working to improve fruit quality when it reaches market and to define ripeness levels and other attributes of interest to consumers.

"The HAB shares the objective of increasing U.S. avocado sales. We are representatives and we work hard to offer the industry means to capitalize on this market opportunity," he said.

"Our objective is to build its market connection, not only for importers but also for retailers and restaurants, and overall, for the U.S. consumer."

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