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Hass Avocado Board launches strategic plan, adopts new vision

The Hass Avocado Board is setting its sights on a new five-year strategic plan to fuel industry prosperity and focus on a vision of catapulting the Hass avocado to America’s number one consumed fruit.

The Hass Avocado Board mapped out a game plan focusing on six priorities. In the new plan, building demand, nutrition research and affairs, supply and demand data collection and quality continue to be priorities, along with two new focus areas: sustainability and industry engagement.

“Through the process, we scrutinized mounds of intelligence drawn from HAB’s first industry-wide issues forum, including a supply chain survey, a series of one-on-one interviews and a planning meeting including influential avocado players from around the world,” Chris Henry, HAB chairman, said in a press release.

“We all agreed that HAB’s mission is to support global avocado industry stakeholders in our collective efforts toward market expansion in the U.S., and the priorities are the best way for the organization to support the mission and achieve the vision,” Henry said.

Executive Director Emiliano Escobedo said the team took planning to a new level with the creation of a social purpose for avocados and with the development of the new strategic priorities.

“Articulating a purpose allowed us to keep focus on our end consumer and the greater social value,” said Escobedo. “Together, the board rallied behind a purpose of improving lives through a unique, flavorful eating experience and health benefits.”

The new HAB sustainability priority is designed to help the industry focus on balancing three Ps — a healthy public, planet and profitable avocado stakeholder. Near term, this means assessing sustainability concerns of customers, consumers and the industry as well as determining where the industry stands today.

Pointing to HAB’s final priority — industry engagement — Escobedo said HAB will continue to engage and encourage growers, exporters, handlers, importers and industry associations from all countries that supply the U.S. to rally behind the new vision and the board’s strategic plan.

“Our strategic plan recognizes the momentum we have created in the last five years and provides focus for the next five years of prosperity,” said Escobedo.  “We couldn’t be more motivated and excited about the future of our industry.”