The Hass Avocado Board in the US has announced its 2013 executive committee which will focus on achieving the organisation’s vision of being the avocado category leader in the US and the industry leader worldwide.
The 2013 executive committee includes: chairman James W Johnson, a producer of avocados; vice-chairman Scott Bauwens, an importer; secretary Bob Schaar, also a producer; and treasurer Chris Henry, another importer.
In the coming year, the executive committee will focus on growing demand, with an emphasis on nutrition research and marketing, according to a press release from HAB.
“We will focus on achieving four strategic priorities – to build demand in the US market, implement a data system that captures supply and demand globally, support initiatives that will help provide consistent quality product and continue investing in nutrition research that the industry can use to share the news about the health benefits of avocados,” said Johnson.
“Our efforts will continue to support avocado growers whose fruit is sold in the United States. Their success is our success.”
In the meantime, HAB Executive Director Emiliano Escobedo said the group’s strategic planning continues, with the next phase commencing in spring when HAB reconvenes to check progress against assigned development tasks.
In a separate move, HAB has rebranded its look with a new logo which it believes expresses the organisation’s leadership in the avocado industry and marks a new, more contemporary identity for the future.
“In terms of personality, the logo and the typefaces used in various applications set a more modern tone,” said Escobedo.
“Our old look served us well in the first decade of our existence. It was more formal and traditional and expressed HAB’s focus on the US.
“Our new look imparts a strong sense for the future. We are an organization that represents leadership and points to a future with growth driven not only by Board efforts, but by the commitment to continue to create demand across the US. And, importantly, we take a global leadership position in terms of category expertise.”
HAB said its new brand identity is expressed not only in the design of the logo, but also in the colour.
The new logo features a green avocado colour which HAB claims expresses the positive aspects of the Hass avocado such as fertility, nature, harmony, honesty and rebirth.
The logo also infuses a terracotta or burnt orange colour to signify attributes like creativity, confidence, invigoration, uniqueness, energy, vibrancy and health, HAB said.
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