HAB launches International Marketing Committee
HAB launches International Marketing Committee
The Hass Avocado Board's new marketing committee launched its campaign to strengthen promotion synergy among all suppliers at an inaugural strategy session in late April. Formed in early 2006, the committee has avocado industry representatives from California, Chile, Mexico, New Zealand and the Dominican Republic.
"It's imperative that retailers see the entire Hass industry is working together," said Avi Crane, chairman of the committee and importer member of the board. "When retailers are confident about consistent fruit supply, they respond with strong marketing support."
Chief among the new committee's goals is coordinating a total of $32 million in annual marketing promotions executed by other boards and import associations that market Hass avocados in the United States. The other key focus for the committee will be maximizing use of the board's state-of-the-art Network Marketing Center and its avoHQ.com intranet located in Irvine, CA.
"Pooling HAB partner resources and coordinating industry promotions will help unify the world's avocado producers and expand the marketplace," said board Chairman Charley Wolk. "By minimizing marketing fragmentation, we're demonstrating our commitment to a continuous supply of Hass avocados year round."
HAB assesses all avocados produced domestically and exported to the United States to pay for generic Hass avocado marketing programs. The organization works closely with the Chilean Avocado Importers Association, the Association of Michoac?n Avocado Growers, Packers & Exporters, the Mexican Hass Avocado Importers Association, the California Avocado Commission and growers from New Zealand and the Dominican Republic.
"It's imperative that retailers see the entire Hass industry is working together," said Avi Crane, chairman of the committee and importer member of the board. "When retailers are confident about consistent fruit supply, they respond with strong marketing support."
Chief among the new committee's goals is coordinating a total of $32 million in annual marketing promotions executed by other boards and import associations that market Hass avocados in the United States. The other key focus for the committee will be maximizing use of the board's state-of-the-art Network Marketing Center and its avoHQ.com intranet located in Irvine, CA.
"Pooling HAB partner resources and coordinating industry promotions will help unify the world's avocado producers and expand the marketplace," said board Chairman Charley Wolk. "By minimizing marketing fragmentation, we're demonstrating our commitment to a continuous supply of Hass avocados year round."
HAB assesses all avocados produced domestically and exported to the United States to pay for generic Hass avocado marketing programs. The organization works closely with the Chilean Avocado Importers Association, the Association of Michoac?n Avocado Growers, Packers & Exporters, the Mexican Hass Avocado Importers Association, the California Avocado Commission and growers from New Zealand and the Dominican Republic.