New Hass Avocado Board Film Captures the Impact and Value of Strategic Promotion
A new film about the avocado industry’s success at driving demand nationwide documents the local as well as global impact of the national marketing program led by the Hass Avocado Board (HAB) since its inception over 20 years ago. Independent researchers from the University of California, Davis found strategic promotion helped drive over 260% growth of U.S. avocado consumption while all fresh fruit consumption only rose by 9% during the same timeframe. Growers in California and the surrounding communities that benefit from their business activity have a lot to celebrate as researchers found evidence that with continued investment in research and marketing, the industry is poised for even more growth. …
