Hass Avocado Board Welcomes Parisa Salehi as Senior Director of Industry Engagement; Honors John McGuigan’s Legacy
January 8, 2026 | 5 min to read
MISSION VIEJO, Calif. — The Hass Avocado Board (HAB) announced the appointment of Parisa Salehi as Senior Director of Industry Engagement, a role that underscores HAB’s commitment to its 2026–2030 Strategic Plan and to strengthen collaboration across the U.S. avocado industry to advance strategic priorities.
In her new role, Ms. Salehi will lead initiatives designed to deepen industry relationships and demonstrate the value of HAB programs to U.S. assessment payers, expand leadership development through the BOLD (Board Leadership Development) program, and advance the Avocado Sustainability Center (ASC) mission and priorities.
“I am honored to join HAB at such a transformative time. Industry engagement is not just priority—it is an imperative for a thriving US Avocado industry,” said Parisa Salehi, incoming Sr. Director of Industry Engagement. “My goal is to build strong partnerships and deliver programs that empower stakeholders while advancing our shared commitment to HAB’s vision and mission,” she added.
As HAB welcomes Ms. Salehi, the organization also celebrates John McGuigan, retiring after years of dedicated service. McGuigan’s leadership has been instrumental in shaping HAB’s industry facing initiatives. Under his guidance, the Avocado Sustainability Center emerged as a trusted source for research and information, and the BOLD Program was launched to successfully cultivate a pipeline of future leaders, ensuring strong governance and industry representation for years to come.
“John’s leadership has set a high benchmark for engaging with the industry in important matters ranging from supply and demand data and information, quality practices, sustainability and leadership development. His work helped raise HAB’s identity within the produce and avocado sector and laid a foundation that will benefit the industry for years to come. We are excited to build on that legacy with Parisa’s expertise and passion for engagement,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board.
“Out of my 40-year career in the produce industry, it has been a privilege to serve the last 8 years with the Hass Avocado Board and the avocado industry, and witness the mission driven work that led to significant initiatives like the Avocado Sustainability Center and the BOLD program. These efforts reflect our collective vision for a viable future and a strong leadership pipeline. I am confident HAB will continue to thrive under Parisa’s leadership,” said John McGuigan, retiring Director of Industry Affairs.
Looking ahead, with Ms. Salehi at the helm of industry engagement, HAB is poised to deliver on its five-year goals, including hosting avocado events, enabling sustainability initiatives, and driving measurable engagement. These efforts will ensure that the avocado industry remains resilient, innovative, and aligned with our industry standards and consumer expectations.
For more information on HAB’s strategic priorities and programs, visit HassAvocadoBoard.com.
About The Hass Avocado Board
The Hass Avocado Board (HAB)’s job is to make avocados America’s preferred healthy food for every meal. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing, and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone. The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.