Posts Tagged “Hass Avocado Board”

  500 Million Avocados Sold at Retail During 2016 Avocado Holidays

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DSCN8787By The Hass Avocado Board

MISSION VIEJO, CA – Avocados are appearing more often on menus when family and friends gather for holiday celebrations. The Hass Avocado Board (HAB) recently released a study that shows the growing popularity of avocados as measured by retail sales trends during thirteen key holidays and events. Overall in 2016, shoppers purchased +10% more avocados than in the prior year, with nearly 1.9 billion avocados sold at retailers across the country. Holidays have historically been a large contributor to annual sales, and 2016 was no exception. The thirteen holiday and event weeks tracked in the study contributed 502 million avocados (27%) to annual volume, up +11% vs prior year.

Consumers are showing increasing interest in serving avocado dishes during the holidays, and retailers are reaping the benefits. Retail sales grew for twelve of thirteen holiday weeks in 2016. The Big Game continues to be a popular avocado eating occasion, turning in the top holiday volume week at +54MM units (+16% vs 2015). The Big Game was also the second highest holiday dollar week, behind Independence Day, which ranked number one in holiday dollar sales, at $44.9MM. Valentine’s Day is growing in popularity with avocado shoppers, surpassing 2015 volume by +29%.

“This study showcases the importance of these holidays and events to the avocado category,” says Emiliano Escobedo, executive director of the Hass Avocado Board. “It is our goal to provide the industry with actionable insights into the avocado category, and the Holiday and Events study is a valuable source for seasonal sales information.”

In addition to the national trends, the report also details holiday and event performance for eight geographic regions. Nearly all holidays and events performed well in each region. The Big Game was the star volume sales event in all regions, except the Northeast, where Cinco de Mayo ranked first in holiday volume.

To read about holidays and events in each region and to get more in-depth information about avocado sales for each holiday, visit Sign up here for the Hass Avocado Board’s Hass Insights Newsletters to receive updates on current retail avocado trends delivered straight to your inbox.

About The Hass Avocado Board

The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass avocados in the United States. The Hass Avocado Board is committed to increasing awareness and providing industry leaders with fresh insights into this vibrant category. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass avocados are grown in California and imported into the U.S. from Mexico, Chile, Peru, Dominican Republic and New Zealand.


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Take Avocados, Other Fruits and Veggies to Heart, During American Heart Month

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DSCN8788By Hass Avocado Board

MISSION VIEJO, Calif. – February is American Heart Month – a critical time to raise awareness about the importance of heart health and the harmful consequences if ignored. As part of its four-year collaboration, the Hass Avocado Board (HAB) is teaming up with the American Heart Association during American Heart Month to encourage Americans to consume the daily recommended servings of fruits and vegetables in an effort to improve the health of all Americans which is associated with a reduction in cardiovascular disease and stroke. American Heart Month comes on the heels of the U.S. Food and Drug Administration’s (FDA) announcement that raw fruits and vegetables – including fresh avocados – now qualify for the “Dietary Saturated Fat and Cholesterol and Risk of Coronary Heart Disease” health claim.

As part of its American Heart Month support, HAB via its Love One Today® program is implementing a three-pronged approach to target consumers, general market and Hispanic media and health professionals through a variety of tactics that will help create and promote heart-check certified recipes and highlight the health benefits of avocados. This includes a recipe contest hosted by the American Heart Association open to consumers and health professionals, and supporting influencer and traditional media relations.

  • The Take Avocado To Heart recipe contest, open February 9 – 27, encourages consumer and health professional participants to submit their favorite original heart healthy avocado recipes for the chance to win a variety of prizes, including the grand prize of $1,000. The official contest hashtag is #AddAvocado. Entry information can be found at
  • Influencer relations will take the form of a blogger network partnership, intended to not only promote participation in the recipe contest, but generate additional avocado recipes that are Heart-Check certified by the American Heart Association. The recipes will be housed on
  • Traditional media relations will be enhanced by American Heart Association Ambassador and Go Red For Women spokesperson, Chef Hamlet Garcia.
  • Facebook, Instagram and other engaging platforms will be used to further drive the heart healthy discussion on HAB and the American Heart Association’s social channels.

“American Heart Month is an ideal time to reinforce our relationship with the American Heart Association. In doing so, we are supporting their Healthy for Good movement, which aims to inspire Americans to create lasting change for better health,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board. “The efforts during the month of February clearly demonstrate our commitment to finding new ways to showcase how avocados can contribute to a healthy lifestyle, boost heart health and ultimately save lives.”

For more information about how fresh avocados can help keep your heart healthy, visit Love One Today.

About the Hass Avocado Board

The Hass Avocado Board (HAB) is an agriculture promotion group established in 2002 to promote the consumption of Hass avocados in the United States. A 12-member board representing domestic producers and importers of Hass avocados directs HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Funding for HAB comes from Hass avocado producers and importers in the United States.

In 2010, HAB established a Nutrition Research program to increase awareness and improve understanding of the unique benefits of avocados to human health and nutrition. Fresh Hass avocados are a delicious, cholesterol-free, whole food source of naturally good fats. The Nutrition Research program is an integral part of Love One Today, HAB’s multi-year, science-based food and wellness education program. Love One Today encourages Americans to include fresh Hass avocados in everyday healthy eating plans to increase fruit and vegetable intake.

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Avocado Consumers Spend More Money, Study Claims

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015Keys to the Cart: Driving Hass Avocado Sales at Retail, unveils how avocado purchases impact the value of the retail market basket, and identifies key shoppers and purchase behaviors driving these results, according to a new study by the Hass Avocado Board.

For example, the retail market basket analysis shows that shoppers spend 65 percent more in-store overall when avocados are in the basket; and millennial shoppers spend 73 percent more in-store overall when avocados are in the basket.

“The study, based on IRI household panel data, yields actionable insights into how high-value shoppers, such as millennials, are driving the category by purchasing avocados more frequently and spending more each time,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a press release. “Equally as interesting is how regional segmentation sheds light on areas that may be poised to deliver the next big wave of category growth.”

When viewing information on total U.S. households, the study found that over half of U.S. households purchase avocados with an average of 33 days between purchases. On average, shoppers purchase avocados six times per year and spend $3.49 per purchase. This equates to an annual avocado dollar spend of $20.76 per household.

The study offers in-depth insight into various consumer groups and geographic regions:

  • Millennial Avocado Buyers — Millennial households are more likely to buy avocados and spend more on avocados than non-millennials. Millennials spend 22 percent more per occasion. Millennial baskets with avocados are $76.36, which is $8.74 above the average basket with avocados and $10.08 greater than non-millennial baskets with avocados.
  • Bulk and Bagged Avocado Buyers — Buyers who purchase both bulk and bagged avocados spend more each year and purchase more frequently than bulk-only and bagged-only buyers. Bagged-only buyers have the highest avocado market basket at $137.93; both buyers also drive a higher-than-average avocado basket at $81.22; and the avocado market basket for bulk-only buyers is slightly below the average at $61.57.
  • Avocado Buyers in Geographic Regions — The retail market basket with avocados in Emerging Regions (Aggregate of Midsouth, Great Lakes, Northeast, Plains and Southeast) is higher than in Developed Regions (Aggregate of California, West and South Central). Emerging Region baskets with avocados are $69.11, which is $1.49 above the national average for baskets with avocados and $2.92 greater than Developed Regions. However, the annual avocado spend is increasing at a faster rate in the Emerging Regions.

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New Research: Moderate Fat Diets that Include Avocados

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DSCN2857By Hass Avocado Board

IRVINE, Calif. –  A moderate fat diet that includes one fresh avocado daily showed greater improvement in certain blood lipid markers when compared to an energy matched moderate fat diet without avocado or a low fat diet without avocado, according to new research published in the Journal of the American Heart Association.

Elevated cholesterol in the blood can increase risk factors for cardiovascular disease, the number one cause of death in the United States. A heart healthy diet can play an important role in keeping your cholesterol levels within a normal range.  For example, the 2010 Dietary Guidelines for Americans recommends limiting saturated fat and replacing it with unsaturated fats and increasing your intake of fruits and vegetables.

The research, “The Effect of a Moderate Fat Diet With and Without Avocados on Lipoprotein Particle Number, Size and Subclasses in Overweight and Obese Adults – A Randomized, Controlled Trial,” conducted at Pennsylvania State University,evaluated whether incorporating one fresh avocado into the diet daily for five weeks could reduce bad cholesterol levels more than a diet that incorporated monounsaturated fat from vegetable oils high in oleic acid as a substitute for one fresh avocado. The diets were matched for calories and macronutrients, but not for fiber, phytosterols, or other bioactives.

The researchers found that only the avocado diet significantly improved the ratio of total cholesterol to HDL, or “good” cholesterol (TC-HDL/C) and the ratio of LDL, or “bad” cholesterol, to HDL-cholesterol (LDL-C/HDL-C).  The low fat diet did not reduce these ratios, and the reduction with the avocado diet was significantly greater than with the moderate fat diet. Additionally, the avocado diet achieved the greatest reduction in LDL-cholesterol compared to the low fat diet and moderate fat diet without avocados.

The study offers several possible explanations as to why the moderate fat diet with avocado had a more beneficial effect on certain biomarkers than the moderate fat diet without avocado, one of which may be the unique combination of vitamins, minerals, fiber, phytosterols, and other dietary bioactives that avocados provide that were not present in the other two diets.  One fact worth noting is that the diet that included avocado provided 35 percent more fiber than the diets without avocado.  Furthermore, these results are based on the consumption of one whole avocado each day. Additional research is needed to determine whether the results could be replicated with consumption of the recommended serving size of 1/5 of an avocado per day.

“The results of this study suggest that the monounsaturated fat, fiber, phytosterols and other dietary bioactives in avocados may provide greater benefits to cardiovascular disease risk factors compared to a calorie matched low fat diet,” said Penny Kris-Etherton, Ph.D., RD, lead author of the study who is an expert in cardiovascular nutrition and Distinguished Professor at the Pennsylvania State University. “Furthermore, using novel advanced lipid testing methods, this study demonstrated that consumption of one avocado a day may affect atherogenic lipoprotein particle numbers (APL).”

While the conclusions drawn are from a single study that cannot be generalized to all populations, the study does provide further insights on the monounsaturated fat, fiber, phytosterols and other bioactives in avocados that may have a positive effect on CVD biomarkers such as LDL cholesterol in healthy overweight and obese adults. “Avocados, which contain naturally good fats, are a versatile, cholesterol-free and nutrient-dense fruit that can fit into a full range of healthy eating plans.  Now we’re adding to the body of evidence suggesting a relationship between avocados and heart health,” said Emiliano Escobedo, executive director of the Hass Avocado Board, which underwrote the study.




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Study Shows Avocados May Help Reduce Appetites

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By Avocado Board

DSCN2888IRVINE, Calif. – New research published in the November issue of Nutrition Journal reports adding one-half of a fresh avocado to a lunch may have helped healthy, overweight people feel more satisfied and reduced their desire to eat following a meal. The study was funded by the Hass Avocado Board.

The pilot study, “A Randomized 3×3 Crossover Study to Evaluate the Effect of Hass Avocado Intake on Post Ingestive Satiety, Glucose and Insulin Levels, and Subsequent Energy Intake in Overweight Adults,” compared the effects of incorporating fresh Hass avocado into a lunch—either by replacing other foods or by simply adding it to the meal— to the effects of eating a standard lunch to determine how avocado consumption would influence satiety, blood sugar and insulin response and subsequent food intake. The subjects were 26 healthy, overweight adults.

Researchers found that participants who added half of a fresh avocado to their lunch reported a significantly decreased desire to eat by 40 percent over a three-hour period, and by 28 percent over a five-hour period after the meal, compared to their desire to eat after a standard lunch without avocado. In addition, they reported increased feelings of satisfaction by 26 percent over the three hours following the meal.

“Satiety is an important factor in weight management, because people who feel satisfied are less likely to snack between meals,” said Joan Sabaté, MD, DrPH, Chair of the Department of Nutrition who led the research team at Loma Linda University. “We also noted that though adding avocados increased participants’ calorie and carbohydrate intake at lunch, there was no increase in blood sugar levels beyond what was observed after eating the standard lunch. This leads us to believe that avocados potential role in blood sugar management is worth further investigation.”

While the findings were generally positive, more research is needed to determine whether the conclusions drawn from this study can be applied to the general public. However, the results do provide promising clues and a basis for future research to determine avocados’ effect on satiety, glucose and insulin response.

“These research findings provide support for the emerging benefits of avocados,” said Nikki Ford, PhD, Director of Nutrition at the Hass Avocado Board (HAB). “These results further complement our research efforts in weight management and diabetes as well as our continued work to explore the many benefits that fresh avocados have to offer when consumed in everyday healthy eating plans.”

Fresh Hass avocados have 3 grams of total carbohydrate, less than 1 gram of natural sugar per one ounce serving (the least amount of sugar per serving than any other fresh fruit) and contribute 8% of the daily value (DV) for fiber. Each serving of nutrient dense fresh avocado is also a source of naturally good fats.

The research at Loma Linda University is one of several studies supported by HAB as part of a research program established in 2010 to increase awareness and improve understanding of the unique benefits of avocados to human health and nutrition. Clinical studies are currently underway to investigate the relationship between avocado consumption and risk factors for heart disease, diabetes, support of weight management and healthy living.

As part of its commitment to supporting research, HAB recently launched a science-based food and wellness education program, called Love One TodayTM. This program encourages consumers to include fresh Hass Avocados in everyday healthy eating plans to help increase fruit and vegetable intake and as a delicious, cholesterol-free, whole food source of naturally good fats. For more information, free educational resources and recipes visit

About the Hass Avocado Board

The Hass Avocado Board was established in 2002 to promote the consumption of Hass avocados in the United States. In 2010 HAB launched a Nutrition Research program to increase awareness and improve understanding of the unique benefits of avocados to human health and nutrition. The four research pillars are heart health, weight management, diabetes, and healthy living. For a comprehensive collection of published nutrition and scientific literature, please visit Hass Avocado Board

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