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Hass Avocado Board Reports Record Q1 Holiday Sales

Haas Avocado Board holiday report

Hass avocados started the new year off with strong sales for three key first-quarter holidays including the Big Game, Valentine’s Day and St. Patrick’s Day. Valentine’s Day and St. Patrick’s Day are not traditionally perceived as large avocado consumption holidays compared to the Big Game, which is known for chips and guacamole and a variety of avocado dishes. However, as consumers continue to find new usage ideas for Hass avocados, non-traditional holidays are witnessing record sales, according to the Hass Avocado Board’s Holiday Retail Recap.

“We are excited to see holiday avocado retail sales reach new heights as consumers continue to add them to a variety of dishes,” said Emiliano Escobedo, executive director of the Mission Viejo, California-based Hass Avocado Board. “Avocados are being added to salads, sandwiches, wraps and burgers in addition to making guacamole. They are nutritious and delicious and consumers are recognizing their versatility.”

The Big Game ranks among the biggest avocado weeks of the year, and 2019 had avocado volume reaching 65 million units, which was a four-year high. In fact, volume has increased each year for the past four years with a more than 27 percent increase from 2016. 

Heart health is a focus of the board’s initiatives during American Heart Month (February). Many breakfast recipes were promoted to bring awareness to the heart health benefits of Hass avocados. Over 75 percent of the fat in healthy avocados is “good fat.” The Dietary Guidelines for Americans recommend replacing bad fats with good fats and good fats can help improve intake of dietary fat without raising LDL (“bad”) cholesterol levels. Valentine’s Day has been a highlight for avocado sales during American Heart Month, with sales trending up for three out of the past four years.

St. Patrick Day avocado sales were up across the country as the holiday saw record total U.S. dollar sales and volume at nearly $50 million and 51 million units. In addition to avocado being added to soups, stews and smoothies, the holiday week benefited from lower prices, making volume surge and pushing dollar sales to new heights.

The Hass Avocado Board releases a holiday recap each quarter, covering avocado sales trends for the corresponding holidays and events. The reports provide the industry with up-to-date holiday insights to assist marketers and retailers with planning for next year’s holiday store promotions. For more information about avocado sales for each holiday, click here.

The Hass Avocado Board (HAB) exists to help make avocados America’s most popular fruit. HAB is the only avocado organization that equips the entire global industry for success by collecting, focusing and distributing investments to maintain and expand demand for avocados in the United States. HAB provides the industry with consolidated supply and market data, conducts nutrition research, educates health professionals, and brings people together from all corners of the industry to collectively work towards growth that benefits everyone.  The organization also collects and reallocates funds to California and importer associations to benefit specific countries of origin in promoting their avocado brands to customers and consumers across the United States.

About the author

Treva Bennett

After 32 years in the newspaper industry, she is enjoying her new career exploring the world of groceries at The Shelby Report.

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