The United States wants more avocados: The Hass Avocado Board presents its ambitious 2025-2030 strategic plan
With the goal of making avocados America's preferred healthy food, the Hass Avocado Board launched a five-year plan that prioritizes scientific research, working with health professionals, and increasing per capita consumption to address the sustained growth of global production.
In a context of rapid growth in the sector, the Hass Avocado Board (HAB) presented its new 2025-2030 strategic plan, which aims to position the avocado as an essential food in the American diet. To develop the plan, the organization worked for seven months with experts, consumers, and key industry players, defining increased consumption and value creation for all links in the supply chain as its central focus. The growing cultivated area and the emergence of new origins such as Guatemala make it urgent to consolidate demand in the United States.
One of the pillars of the plan is nutrition. Through the Avocado Nutrition Center—established in 2010—the HAB has funded dozens of clinical studies on the benefits of avocado consumption for cardiovascular health, weight management, maternal and child health, and cognitive function. Now, with this new strategy, the HAB plans to update this scientific research to align priorities with the current needs of consumers and healthcare professionals. The organization will allocate approximately 15% of its net budget to these programs.
Another key to the plan is professional influence. HAB will seek to amplify the impact of its research by working closely with physicians, cardiologists, nutritionists, and other professionals who guide their patients' eating habits. In addition, it will strengthen its presence on social media, digital platforms, podcasts, and conferences. Looking ahead, Emiliano Escobedo, HAB's executive director, emphasized that success will depend on proper coordination between producers and importers to ensure a consistent, high-quality supply that meets market demands.
Source: portalfruticola.com
