Documentary reveals the success of the Hass Avocado Board in promoting avocados in the U.S.
'Avocado Nation: An American Success Story' explores the impact of two decades of promotion that have driven a 260% growth in avocado consumption in the United States, benefiting thousands of producers.
The Hass Avocado Board (HAB) has released a new documentary titled 'Avocado Nation: An American Success Story,' which celebrates 20 years of successful efforts to increase the demand for avocados in the United States. The film, available at HassAvocadoBoard.com, highlights how the promotion and marketing strategy led by HAB since its inception in 2002 has transformed the industry, benefiting more than 3,000 farmers, particularly in California.
Research from the University of California, Davis, indicates that the HAB's strategic campaigns achieved a 260% increase in avocado consumption, far surpassing the 9% increase in other fresh fruits. This success has allowed American producers, such as Chuck Bandy and Scott Bauwens, to maintain high demand and ensure the profitability of their family businesses.
The documentary also highlights how collaboration between farmers, local organizations, and the HAB has generated a 247% return on investment (ROI) over the past two decades. This strategic approach has been key to preventing price collapses and ensuring the sustainable growth of the avocado industry in the United States.
Source: portalfruticola.com
