The success of the Hass avocado in the United States: more than a fruit, a phenomenon

With nearly 3 billion pounds consumed annually, the Hass avocado leads the US market thanks to innovative promotion and research strategies driven by the Hass Avocado Board.

The United States market has solidified the Hass avocado as a phenomenon, with consumption reaching nearly 9 pounds (4 kilos) per person annually. Emiliano Escobedo, president of the Hass Avocado Board (HAB), emphasized during the 2024 Global Avocado Summit that the organization has invested in research and marketing programs that position the fruit not only as healthy but also as an essential product in American households.

This success, which began in the 1980s and 1990s, has been driven by strategic campaigns and a consistent, well-organized supply. Despite the increase in available volume, prices have remained stable and even risen, benefiting both consumers and producers. Between 2003 and 2023, per capita consumption in dollars grew by 378%, demonstrating that the more than $900 million invested by the sector has generated significant returns.

For Escobedo, the secret to success lies in promoting the benefits of avocados, backed by scientific evidence. "Today, health professionals recommend them for their contribution to nutrition and well-being, making the perception of their benefits the main driver of purchase," he stated.

Source: portalfruticola.com