What Hass Avocado Board does

The Hass Avocado Board (HAB) is a USDA-authorized, industry-funded non-profit promotion and research board established in 2002 under the Hass Avocado Promotion, Research and Information Order (HAPRIO). Headquartered in Mission Viejo, California with approximately 13-14 staff, HAB collects mandatory assessments from U.S. Hass avocado producers and importers, redistributes 85% of those funds to country-of-origin associations (California Avocado Commission, Avocados from Mexico, Chile Avocado Committee, Colombia Avocado Board, Peru Avocado Commission) for their promotion programs, and retains 15% for industry-wide programs that benefit all members.

HAB's core platform combines a gated industry data portal — including the Avocado Volume and Inventory System (AVIS) for U.S. supply intelligence and Circana MULO+ retail category data — with branded demand-generation programs: the "Love One Today" consumer marketing mark (free-licensed to handlers), the Avocado Nutrition Center (which has funded 40+ peer-reviewed nutrition studies), the Avocado Sustainability Center, and the BOLD leadership development program at UC Davis. Revenue mechanics are a check-off (transaction-fee) model levied per pound of Hass avocados handled; HAB does not sell products commercially. Recent product launches (Foodservice Quarterly Insights in partnership with Datassential, The Avocado Conference launching November 2026 with Farm Journal) extend the platform into the foodservice channel and a new industry-event vertical, while a March 2026 executive committee transition installed Gwen Jackimek as the first female Chairperson.

Name

Hass Avocado Board

Legal name

Hass Avocado Board

Website

https://hassavocadoboard.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

The Hass Avocado Board (HAB) is a USDA-authorized non-profit check-off board that collects mandatory assessments from U.S. Hass avocado producers and importers, redistributing 85% to country associations and retaining 15% to fund industry-wide data, nutrition research, marketing, and leadership programs for the global avocado supply chain.

Ownership category

akta.pro rank

Product category

Agricultural Industry Promotion Board

akta.pro primary industry

Agriculture, Fisheries & Food Administration (BPAIAAAO)

akta.pro secondary industry

Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH)

Keywords

• Avocado industry research
• Agricultural promotion board
• Fresh produce marketing
• Industry data analytics
• Nutrition research services

Headquarters

HQ city

Mission Viejo

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Marketing or Sales, Technology or R&D, Personnel, Operations, Others

Revenue model

1. Industry Assessments: HAB collects mandatory assessments (fees) from Hass avocado producers and importers based on volume of avocados handled. These funds are used to finance industry-wide promotion, research, and marketing programs. 85% of assessments collected are allocated to California producer and importer organizations and importer associations for their country-specific programs; 15% is retained by HAB for programs that benefit all industry members.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

The Hass Avocado Board is an industry-funded agricultural promotion and research organization that collects mandatory assessments from Hass avocado producers and importers, redistributing 85% to country/regional associations and retaining 15% to fund national programs. It delivers consolidated supply, category, and trade data (via AVIS and Circana MULO+), peer-reviewed nutrition research, consumer marketing (Love One Today), leadership development (BOLD), and supply-chain quality resources to the U.S. Hass avocado industry.

Product overview

The Hass Avocado Board operates a comprehensive industry platform combining a gated data portal with branded marketing programs. The core platform provides volume data & projections, category data (via Circana), global trade reports, and regional composite reports for industry members. Supporting programs include Love One Today® (consumer nutrition marketing), the Avocado Nutrition Center (research hub), the Avocado Sustainability Center, and the BOLD leadership development program. Recent additions include the Foodservice Quarterly Insights (launched May 2026 with Datassential) and The Avocado Conference (launching November 2026 with Farm Journal). All programs are funded through the HAPRIO assessment on producers and importers under USDA oversight.

Differentiator

Problem solved

Functional benefit

Products and services

• Love One Today Consumer-facing nutrition marketing program providing health information, recipes, and promotional materials to drive Hass avocado consumption. The Love One Today Mark, Taglines, QR Codes, and Avocado Recipes QR Code are free-licensed to handlers and marketers of fresh Hass avocados under a nonexclusive, non-transferable license.
• Avocado Nutrition Center Nutrition research hub hosting peer-reviewed studies on avocado health benefits including heart health, diabetes, weight management, and cognitive function; hosts more than 40 studies funded by HAB.
• Avocado Sustainability Center Sustainability information and research hub for the avocado industry covering environmental and social impact initiatives.
• BOLD Program Board Leadership Development Program: year-long curriculum at UC Davis Department of Agricultural and Resource Economics with USDA briefings, mentorship, and specialized industry training to develop emerging leaders in the avocado industry.
• Volume Data & Projections Gated dashboard providing weekly volume data, supply projections, and historical trend analysis for the total U.S. avocado market, powered by the AVIS platform.
• Category Data Dashboard Retail category tracking dashboard including YTD unit and dollar sales, weekly performance metrics, and trend analysis using Circana MULO+ data covering additional retailers and ecommerce sales.
• Global Trade Reports International trade data and analysis including top-line volume trends by quarter and annual breakdowns for Hass avocado producing regions.
• Regional Composite Reports Regional market analysis covering retail volume, dollar trends, average selling prices, and regional performance metrics across U.S. regions.
• Country Profiles & Market Reviews Country-specific market analysis for Hass avocado producing regions including Chile, Mexico, Peru, Colombia, and California.
• Avocado Quality Manual Best practices guide for each step of the avocado supply chain including packing houses, transport, distribution centers, re-packing, retail, and common defects. Available in English and Spanish.
• Foodservice Quarterly Insights Quarterly report tracking avocado menu presence, restaurant segment performance, and menu applications across U.S. restaurants. Developed in partnership with Datassential.
• The Avocado Conference Premier international event gathering U.S. avocado supply chain stakeholders, scheduled for November 18-20, 2026 in San Diego. Co-developed with Farm Journal.
• HAB Webinars Educational 30-minute webinars with HAB staff and subject matter experts covering research findings, market insights, and industry trends.
• Avocado Path to Purchase Study Research study examining shopper behaviors and the avocado purchase journey, with comparison to 2015 findings, providing merchandising guidance for retailers.

Quantifiable outcome

• 260% increase in per capita avocado consumption since 2002 (from 2.45 to 8.55 lbs per capita)
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and strategic.

• Farm Journal / The PackercoreStrategic or Co-development Partner · 29 January 2026HAB collaborating with Farm Journal's The Packer to launch The Avocado Conference - a first-of-its-kind international event for the U.S. avocado supply chain, scheduled for November 18-20, 2026 in San Diego.
• California Avocado CommissioncoreGTM or Marketing Partner · 1 January 200285% of HAB assessments enable programs run by California producer organizations. The California Avocado Commission receives funds to promote California-grown avocados.
• Avocados from MexicocoreGTM or Marketing PartnerImporter association receiving HAB assessment funds for Mexico-specific avocado marketing programs in the U.S. market.
• Chile Avocado CommitteecoreGTM or Marketing PartnerImporter association receiving HAB assessment funds for Chile-specific avocado marketing programs in the U.S. market.
• Colombia Avocado BoardcoreGTM or Marketing PartnerImporter association receiving HAB assessment funds for Colombia-specific avocado marketing programs in the U.S. market.
• Peru Avocado CommissioncoreGTM or Marketing PartnerImporter association receiving HAB assessment funds for Peru-specific avocado marketing programs in the U.S. market.
• DatassentialstrategicTechnology or IntegrationDeveloped foodservice quarterly insights report in partnership with Datassential to track avocado menu presence, restaurant segment performance, and menu applications across the foodservice channel.
• CircanastrategicTechnology or IntegrationHAB reporting uses Circana MULO+ data for category tracking, expanding coverage to include additional retailers and ecommerce sales data.
• University of California, DaviscoreStrategic or Co-development PartnerUC Davis researchers conducted independent five-year evaluation (2018-2022) of HAB promotion programs. Professors Rich Sexton and Kristin Kiesel lead academic training for BOLD program at UC Davis Department of Agricultural and Resource Economics.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• California Avocado Commission: State-level commodity promotion board for California-grown avocados that receives 85% of HAB's assessments and runs its own grower-funded marketing and research programs — the closest functional analog to HAB within the same commodity.
• Sunkist Growers: Century-old grower-owned citrus marketing cooperative that pools producer assessments into generic consumer marketing and category development — similar function to HAB for the citrus category.
• National Dairy Council: Long-standing USDA checkoff-funded research and promotion organization for fluid milk and dairy products, running nutrition science, school programs, and consumer marketing under similar mandatory assessment structure.
• Almond Board of California: Federally-authorized checkoff program for almonds that funds generic nutrition research, marketing, and category data reporting under USDA oversight — same USDA checkoff governance model as HAB but for a different commodity.
• Florida Department of Citrus: State commodity board for citrus that conducts generic promotion, nutrition research, and category data tracking — a state-level analog to HAB's federal/industry checkoff structure.
• Mushroom Council: USDA checkoff program for fresh mushrooms funding nutrition research, retail promotion, and foodservice operator outreach — comparable checkoff-driven fresh produce promotion model to HAB.
• Cattlemen's Beef Board: The national beef checkoff organization administered under USDA's Beef Promotion and Research Act — operates with the same mandatory producer assessment, USDA oversight, and contractor-driven marketing model as HAB.
• National Pork Board: USDA-authorized checkoff board for pork producers funding research, promotion, and consumer education — structurally identical to HAB (mandatory assessments, USDA oversight, contractor for execution).
• Avocados From Mexico: Importer-funded marketing organization for Mexican avocados in the U.S., one of the five country associations receiving 85% of HAB's assessments — operates as a country-specific complement to HAB's category-wide role.
• Cotton Board: USDA Cotton Research and Promotion Program checkoff organization — another agricultural commodity promotion board using the same federal order, assessment, and program structure as HAB.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hass-avocado-board

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hass Avocado Board