The Value of Avocado Market Information in the
United States
Jose Luis Obregon
Managing Director
Hass Avocado Board
World Avocado Congress
Viña del Mar, Chile
November 2007
Introduction to the Hass Avocado Board
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The Hass Avocado Board (HAB) was
established under the Hass Avocado
Promotion, Research, & Information Act
of 2000, signed into law by Congress in
2000.
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Domestic Hass avocado producers and
importers approved the program in a
national referendum
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12 Member Board represented by local
producers and Importers
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Operates under the supervision of
USDA
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Strategic Frame
Develop “Strategic Intelligence” essential to orderly marketing
for all 12-months
Reduce seasonal transition points and related market instability
between sources
The Hass Avocado Board obtains access to the AMRIC
information database maintained by the California Avocado
Commission
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Overview of avoHQ.com
November
November 2004
2004
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HAB launches avoHQ.com, the first ever
produce global intranet to collect, track, analyze
and disseminate information relevant to selling
avocados in the U.S. Market
– Links multiple producing countries
– Operates out of the Network Marketing
Center 24 hours a day 7 days a week
– To connect all key players in the U.S.
Hass industry
{
Exchange crop and marketing
information
{
Develop collaborative strategies
DRIVE GROWING, SHIPPING, DISTRIBUTION,
AND MARKETING DECISIONS TO ACHIEVE AN
ORDERLY FLOW OF FRUIT IN THE U.S.
MARKETPLACE
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Features
Up-to-Date Statistics
Historical Statistics
Sales Trends
Individual Market
Information
Marketing Programs
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Current Participation
2,736 users are subscribed to avoHQ.com
Total, registrations have increased 36 % since January 1, 2006.
Hass Avocado Growers represent 37% of total avoHQ.com
participants
Registrants of the US represent 67% of total, followed by Chile
with 16% and Mexico with 7%
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Current Data Sources
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U.S. Avocado Market Growth
1200
1000
1
nua
n
A
2%
te
a
R
th
w
o
r
lG
1040.4
1034.4
2005-06
2006-07
892
794.7
800
MM
Lbs
683.4
666.9
2001-02
2002-03
630.6
600
489.8
400
200
0
1999-00
2000-01
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2003-04
2004-05
Closing Thoughts
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Growers have to be informed on how their fruit is
marketed
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It is important for growers to understand the market
dynamics
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An informed market is a healthy market, as long as we
have the best and most accurate information.
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THANK YOU
Jose Luis Obregon
Managing Director
Hass Avocado Board
Viña del Mar, Chile
November 2007
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