With consumer awareness of environmental and social issues rising, the US avocado industry is spreading the word of the avocado’s sustainability journey

Hass avocado eaten with spoon

The Hass Avocado Board (HAB) has said that it is advancing on telling the industry’s sustainability story.

The move is a timely one, HAB noted, given nearly all avocado purchasers (96 per cent according to its own consumer research) are aware, engaged and concerned about environmental and social issues.

As a result, HAB said that industry stakeholders are invited to access The Avocado Sustainability Commitment: Healthy Food, Healthy People, Healthy Planet webinar.

The webinar offers an update on consumer research conducted to date and how key findings are giving shape to the Avocado Sustainability Center, a newly launched resource with a vision to become the premier provider of sustainability research, data and information for the industry.

“Thanks to a decade of building a compelling value proposition based on avocado’s strong nutrition benefits, the industry starts from a position of strength as it embarks on addressing a complex issue like sustainability,” said John McGuigan, director of industry affairs for the Hass Avocado Board.

“We have initiated the process of building our knowledge base, and identifying gaps that will inform further research, drive thought leadership and support continuous improvement of best practices for a stronger future for the global industry.”

The webinar discussion reviews the groundwork guiding the creation and evolving role of the Avocado Sustainability Center, including insights on significant upsides and downsides facing the industry related to sustainability issues.

McGuigan will cover why it is vital for the industry to stay informed and collaborative, unveiling strategic online resources such as message points, a library of published research and the team leading the Avocado Sustainability Advisory.

HAB noted that members of the industry are invited to learn how the Avocado Sustainability Center will focus on building a central source of information that can empower stakeholders to better understand the challenges as well as opportunities to leave a lasting, positive impact on people and planet for generations to come.