2016-2021 strategic plan - hass avocado board...adding the avocado daily and at multiple eating...
TRANSCRIPT
2016-2021 Strategic Plan
25212 Marguerite Pkwy, Suite 250 | Mission Viejo, CA 92629 | www.hassavocadoboard.com
Strategic Planning Process
01
Table of contents
Purpose, Mission, Vision
02Guiding Values
03
Strategic Priorities
045 Year Working Goals
05
06Strategic Priorities & Program Areas
3
Strategic Planning Process
Avocado ForumGlobal
stakeholder survey
One-on-one stakeholder interviews
Stakeholder Meeting
Finalize & Approve
Through the strategic planning process we scrutinized intelligence drawn from HAB’s first
industry-wide avocado forum, global stakeholder survey, a series of one-on-one interviews and
a planning meeting including influential avocado players from around the world. In May 2016,
HAB finalized and approved the plan.
2016-2021 Strategic Plan
4
Purpose, Mission, Vision
Purpose: The end benefit of
a product or company to
people or society.
Hass avocados improve
lives through a unique,
flavorful eating experience
and health benefits.
Mission: An organization’s
core business
HAB exists to support the
global avocado industry
stakeholders in our
collective efforts toward
market expansion in the
U.S.
Vision: A vivid description of
a specific destination for the
Hass Avocado Board
HAB is the catalyst for
fresh avocados being the
No. 1 consumed fruit in the
U.S. and industry
stakeholders being
successful.
2016-2021 Strategic Plan
5
Guiding ValuesCore principles that drive HAB’s decision making
• Think future
• Be inclusive
• Respect one another’s point of view
• Operate with an open mind
• Build on agreements
• Follow through on commitments to
action
• Be transparent
• Celebrate success
• Collaboration
• Learning
2016-2021 Strategic Plan
6
Strategic Priorities
2016-2021 Strategic Plan
Strategic Priorities
Sustainability
Build
Demand
Industry
Engagement
Nutrition
Quality
Supply &
Demand
Data
7
5 year working goals for each priority
Build Demand
Annual per capita
consumption of fresh
avocados in the United
States will be 14 pounds or
$28 by 2021.
Nutrition
The growing scientific body
of evidence will be relevant,
translational and credible
to support health benefits
associated with consuming
more avocados.
Supply and Demand Data
Goal 1: Research and obtain
industry information about
where Hass or Hass-like
avocados are produced, how
much, and when.
Goal 2: Research and obtain
industry information about
where Hass or Hass-like
avocados are sold, how much,
and when.
2016-2021 Strategic Plan
8
5 year working goals for each priorityQuality
HAB’s quality related
information pertaining to
the proper handling of the
fruit in the U.S. supply chain
is used by handlers,
importers, distributors and
marketers that supply the
U.S. market. Companies
that move 85% of the
volume will report having
the information available and
among them 80% will report
finding the information
useful.
Industry Engagement
Increase the percentage of
Hass avocado producers
and importers in the U.S.
that are subject to HAB
assessments who (A) are
familiar with HAB from the
2017 baseline of 64% to
90% (B) know what HAB
does from the 2017
baseline of 67% to 90% and
(C) whose overall opinion
about the work of the
Board is “somewhat
satisfied or “very satisfied”
increased from 48% to 75%.
Sustainability
Research how key U.S.
consumers and health
professionals think about
sustainability. Characterize
the U.S. Hass avocado supply
chain environmental, social
and economic impact.
Develop a strategy for
positioning avocados within
sustainable diets.
2016-2021 Strategic Plan
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Strategic Priorities and Program Areas
Build Demand
Nutrition Marketing
Target Audience Research
Nutrition
Nutrition Research
Nutrition Affairs
Supply & Demand
Data
Supply and Demand
Information
Quality
Quality
Industry Engagement
Industry Engagement
Sustainability
Sustainability
2016-2021 Strategic Plan
Str
ate
gic
Pri
ori
ty
Pro
gra
m
Are
a
10
Ambitious? Yes. Doable? Yes … with a little luck and a collaborative avocado brethren.
It was a 20-member planning team of growers, importers and exporters and the Hass Avocado Board staff that met during a
few rainy days in San Diego. The group scrutinized mounds of intelligence drawn from HAB’s first industry-wide issues
forum, a survey of supply chain stakeholder and a series of one-on-one interviews with influential avocado players from
around the world.
The planning team dug deep, forming a new HAB vision for the future: the catalyst for making fresh avocados the No. 1
consumed fruit in America. And an industry frolicking in prosperity. It’s a vision called on to de-throne the banana from its
mighty perch. All agreed on a mission of supporting market expansion for avocados in the U.S. The team then took planning
to a whole new level, framing up a purpose -- the avocado’s essential reason for being above and beyond the almighty dollar.
Its purpose—rooted in improving lives of people and/or society—took note from the world’s most successful companies
that now credit their success to being purpose-driven. The avocado purpose: to improve lives through a unique eating
experience and health benefits.
Fast-forward to 2021 and Boom! The plan is coming to fruition…
The avocado has become the poster child for nutritious foods. The health benefits of avocados are a hot topic on the food-
health front—at professional meetings, in health periodicals and peer-reviewed journals. Avocados are recognized by health
authorities as being an essential part of a healthy diet.
The good news has trickled down to consumers, who read about the numerous health benefits of the avocado in traditional
and social media. People of all ages are talking about the product’s unique taste and its growing bundle of health assets. It’s
come a long way since “healthy fats.” HAB investments in nutrition research continue to uncover all kinds of reasons for
adding the avocado daily and at multiple eating occasions. From quality of life to heart health to weight management, to a
baby’s first “must-have” food, the avocado is the talk of consumers all over the world.
Hass Avocado Board
Circa 2021: Hass avocados are the number one consumed fruit in the USA with
the industry enjoying prosperity …
11
The avocado has become the poster child for nutritious foods. The health benefits of avocados are a hot topic on the food-
health front—at professional meetings, in health periodicals and peer-reviewed journals. Avocados are recognized by health
authorities as being an essential part of a healthy diet.
The good news has trickled down to consumers, who read about the numerous health benefits of the avocado in traditional
and social media. People of all ages are talking about the product’s unique taste and its growing bundle of health assets. It’s
come a long way since “healthy fats.” HAB investments in nutrition research continue to uncover all kinds of reasons for
adding the avocado daily and at multiple eating occasions. From quality of life to heart health to weight management, to a
baby’s first “must-have” food, the avocado is the talk of consumers all over the world.
At the grocery store, avocados have become a regular item in most shopping baskets. When consumers buy an avocado they
have come to expect quality. As avocados grew in popularity, so did people’s understanding of how to maintain perfect fruit
quality. Retailers, foodservice operators and consumers all know how to select, care for and prepare avocados, leading to an
unbeatable eating experience.
Sustainability initiatives are underway that focus on balancing the three “Ps” – a healthy public, planet and profitable avocado
stakeholder. Metrics were developed to get ahead of consumer’s demand for transparency, regulatory agencies and retailers
pushing harder and harder on continuous improvement. HAB is ahead of the curve on merging nutrition and sustainability
attributes into broader dietary recommendations well suited to the fruit.
HAB is now viewed as the catalyst for bringing the industry together on shaping the future. United like never before, the
industry is thriving and HAB is focused on its niche. Topping the list of HAB strategic priorities are nutrition research and
the collection of global supply and demand data. Facilitating industry-wide understanding of the supply and demand picture is
allowing the market to prosper like no time in history.
These days the industry stands up and applauds HAB’s leadership as the driving force for bringing countries together to
think big and take the lead on non-competitive industry issues. It’s these issues that HAB champions that repeatedly present
new roads to prosperity. This is not likely to change.
Cont’d Hass Avocado Board
Circa 2021: Hass avocados are the number one consumed fruit in the USA with
the industry enjoying prosperity …