Welcoming Salehi’s appointment, HAB also honoured John McGuigan, director of industry affairs, on his retirement
The Hass Avocado Board (HAB) has appointed Parisa Salehi as senior director of industry engagement. The board said the role underscores its commitment to its 2026–2030 Strategic Plan and to strengthen collaboration across the US avocado industry to advance strategic priorities.
In her new role, Salehi will lead initiatives designed to deepen industry relationships, expand leadership development through the Bold (Board Leadership Development) programme, and advance the Avocado Sustainability Centre (ASC) mission and priorities.
“I am honoured to join HAB at such a transformative time. Industry engagement is not just priority – it is an imperative for a thriving US Avocado industry,” Salehi said. “My goal is to build strong partnerships and deliver programmes that empower stakeholders while advancing our shared commitment to HAB’s vision and mission.”
The HAB also announced the retirement of John McGuigan as director of industry affairs, noting that his leadership had been instrumental in shaping its industry facing initiatives. These include the establishment of the Avocado Sustainability Centre as a trusted source for research and information, and the launch of the Bold Programme to cultivate a pipeline of future leaders, ensuring strong governance and industry representation for years to come.
Emiliano Escobedo, executive director of the HAB, commented: “John’s leadership has set a high benchmark for engaging with the industry in important matters ranging from supply and demand data and information, quality practices, sustainability and leadership development.
“His work helped raise HAB’s identity within the produce and avocado sector and laid a foundation that will benefit the industry for years to come. We are excited to build on that legacy with Parisa’s expertise and passion for engagement”.
McGuigan said: “Out of my 40-year career in the produce industry, it has been a privilege to serve the last eight years with the HAB and the avocado industry and witness the mission driven work that led to significant initiatives like the ASC and Bold programme.
“These efforts reflect our collective vision for a viable future and a strong leadership pipeline. I am confident HAB will continue to thrive under Parisa’s leadership”.
Looking ahead, with Salehi at the helm of industry engagement, HAB said it is poised to deliver on its five-year goals, including hosting avocado events, enabling sustainability initiatives, and driving measurable engagement to ensure that the avocado industry remains resilient, innovative, and aligned with our industry standards and consumer expectations.
