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IRVINE, Calif. -- The Hass Avocado Board (HAB) posted record shipments totaling more than 1 billion pounds for the first time ever in the United States market during the November 1, 2005 through October 31, 2006 season.
Since its inception, HAB and its avocado import associations have worked in concert to develop category information systems and marketing programs to increase consumption of Hass avocados in the U.S. marketplace.
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With its information technology systems firmly established, HAB increased its focus on integrated marketing and communications with more than $32 million spent in support of Hass avocado marketing in the U.S. during the 2005-2006 season.
"With the increases in production and sources of supply interested in shipping avocados to the U.S., it was imperative that we employ an integrated synergistic approach to insure maximum category growth," said Mark Affleck, chief administrator of HAB and architect of the organization.
Through its unique information technology program, HAB provides growers with 24-hour access to growing, shipping, distributing and marketing data; the state-of-the-art Network Marketing Center (NMC) connects with key players within the organizations enabling information exchange; and a sound infrastructure which allows real time communication and access via a Web-based network and video conferencing.
"The creation of HAB was essential to the Hass avocado industry," said Jose Luis Obregon, managing director, information technology for HAB. "By bringing everyone together, we have been able to achieve success in our goal of increasing Hass avocado consumption in the U.S. By continuing our work together and pooling our resources, we will only see more growth of the Hass avocado industry in the U.S."