Adrian Iturbide was elected chairman of the Mexican Hass Avocado Importers Association at its annual meeting in Irvine, Calif.

Other officers include Giovanni Cavaletto, vice chairman; Alfredo Rodriguez, secretary; Ed Figueroa, treasurer; and directors Francisco Falconi, Mike Browne, Antonio Villasenor, and Jimmy Lotufo, according to a news release.

Alternate board members are Martin Mendoza, Doug Meyers, Sergio Paz, Javier Medina, Carlos Genel, Ricardo Vega, Phil Henry and Javier Campo.

“Mexico continues to be the No. 1 supplier of avocados in the U.S. market, and this new board is committed to enhancing MHAIA’s existing marketing programs and building upon the velocity and demand created by our predecessors,” Iturbide said in the release.

The meeting was March 16.

Under the outgoing board, chaired by Mike Browne, the association created new marketing efforts, programs and partnerships.

Their national campaign,, includes:

  • Advertising in publications including Real Simple and People and Shape;
  • A public service announcement with Holly Robinson Peete;
  • Partnerships with “The Biggest Loser” and Turner Sports; and
  • A “Taste the Wow” tour featuring a mobile unit that travels the U.S. promoting avocados at food and health shows.
Avocado importers name new chairman

Courtesy Mexican Hass Avocado Importers Association

Mexican Hass Avocado Importers Association officers, from left, are Antonio Villasenor, director; Giovanni Cavaletto, vice chairman; Francisco Falconi, director; Adrian Iturbide, chairman; Mike Browne, director and past chair; Alfredo Rodriguez, secretary; and Ed Figueroa, treasurer.