2019 Business Plan

August 21, 2018

Emiliano Escobedo

Executive Director Hass Avocado Board

25212 Marguerite Pkwy., Suite 250 Mission Viejo, CA 92692

P.949.341.3250 Approved by Board on: 08/21/2018 Approved by USDA on: 09/14/2018

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2019 BUDGET PARAMETERS

2019 Volume Projections lbs. 2,450,000,000

HAB Revenue @2.5¢/lbs. $61,250,000

85% Rebate to Member Organizations: CAC | CAIA | MHAIA | PAC $(52,062,500)

HAB Net Revenue $9,187,500

Budgeted Beginning Reserves 1/1/19 $973,407

Available Resources $10,160,907

2019 BUDGET $9,310,907

Projected Ending Reserves 12/31/19 $850,000

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BUSINESS PLAN FRAMEWORK Strategic Frame

The Hass Avocado Promotion, Research and Information Act is designed to strengthen the position of the Hass avocado industry in the domestic marketplace; and maintain, develop, expand markets and uses for Hass avocados in the domestic marketplace.

Purpose: Hass avocados improve lives through a unique, flavorful eating experience and health benefits.

Mission: HAB exists to support the global avocado industry stakeholders in our collective efforts toward market expansion in the U.S.

Vision: HAB is the catalyst for fresh avocados being the No. 1 consumed fruit in the U.S. and industry stakeholders being successful.

STRATEGIC PRIORITIES AND PROGRAM AREAS

BUILD DEMAND 5 Year Goal

Annual per capita consumption (PCC) of fresh avocados in the United States will be (A) 14 pounds or (B) $28 by 2021.

Progress to Date

2016 2017 2018

Vol Hass + Org Imp (MM) 2,233 2,138 2,543

Avg Retail Price / Lb $2.45 $2.82 $2.38

Population (MM) 323 326 328

PCC/LB 6.9 6.6 7.8

PCC/$ $16.94 $18.49 $18.45

Build Demand

Nutrition Marketing

Target Audience Research

Nutrition

Nutrition Research

Nutrition Affairs

Supply & Demand

Data

Supply & Demand

Information

Quality

Quality

Industry Engagement

Industry Engagement

Sustainability

Sustainability

Strategic Priority

Program Area

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Nutrition Marketing

OBJECTIVES

1. To deliver the outcomes of our research, and usage ideas are in the hands of target health professionals in the US with an end results to increase recommendations

2 a. To raise/sustain target consumer awareness level that avocados are nutritious and continues to be the primary reason for consuming them b. To increase target consumers’ avocado usage throughout the day (breakfast, lunch, dinner, snack)

3. To generate targeted, frequent and positive media coverage/influencer endorsements about the health benefits and versatility of fresh avocados.

STRATEGIES

• Develop effective education programs for health professionals so they understand our research well to drive recommendation, as well as create toolkits they can use with their patients/clients to communicate how avocados can help with their respective health concerns

• Continue educating consumers of avocado health benefits and provide delicious recipes and tips for consumers to use throughout the day

• Generate media outreach when research is published and always provide usage ideas to food & wellness reporters/members of the media

Target Audience Research

OBJECTIVE

• Fund target audience research that provides actionable data for the industry

STRATEGIES

• Research variations in avocado shopper purchase behaviors across geographic regions • Track usage and attitudes of U.S. General Market and Hispanic Market consumer target

audience • Track recommendations and attitudes of target health professionals

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NUTRITION 5 Year Goal

The growing scientific body of evidence will be relevant, translational, and credible to support health benefits associated with consuming more avocados.

Progress to Date

2016 2017 2018

# of Projects 16 22 27

Nutrition Research

OBJECTIVE

• Identify, design and fund relevant and motivating research for consumers and health professionals

STRATEGIES

• Direct the nutrition research pipeline so it is relevant and translational to target audience

Nutrition Affairs

OBJECTIVE

• Remove barriers to marketing nutritional benefits of avocados indicated by: Dietary Guidelines for Americans 2020, Healthy, Birth to 24 months / pregnancy

STRATEGIES

• Be informed of evolving nutrition policies and affairs • Educate target audiences on the positive health benefits of avocado consumption

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SUPPLY & DEMAND DATA 5 Year Goal

Goal 1: Research and obtain industry information about where Hass or Hass-like avocados are produced, how much and when.

Progress to Date

2016 2017 2018

# of reports n/a n/a n/a

Goal 2: Research and obtain industry information about where Hass or Hass-like avocados are sold, how much and when.

Progress to Date

2016 2017 2018 AVIS participants 74 77 84 AVIS wholesale supply 98% 100% 98% AVIS wholesale shipments data 82% 86% 83%

Supply & Demand Information

OBJECTIVES

• Provide accurate and timely information about where the majority of avocados are sold, how much, when, and their availability in the U.S. market

• Improve availability, industry awareness, use of and access to actionable category information, insights and data

• Provide industry information and data that defines current avocado production and future production capabilities in countries that supply the U.S. market.

STRATEGIES

• Effectively disseminate HAB’s research insights, data assets and communications to stakeholders

• Obtain avocado retail, promotional and trade data • Track and monitor avocado volume, sales and international trade • Maintain high levels of continuous participation and engagement in AVIS • Engage CIRAD in a research project that uses robust research methodology to improve

producers’ and importers’ knowledge of avocado production now and into the future

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INDUSTRY ENGAGEMENT 5 Year Goal

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 percent to 90 percent, (B) know what HAB does from the 2017 baseline of 67 percent to 90 percent and (C) whose overall opinion about the work of the Board is “somewhat satisfied” or “very satisfied” increased from 48 percent to 75 percent.

Progress to Date

2017 2019 2021 Part A 64% Part B 67% Part C 48%

Industry Engagement

OBJECTIVES

• Increase awareness among U.S. producers and importers of the Hass Avocado Board and their support for the work that we do

• Consolidate HAB communications from various programs into a single plan • Increase outreach frequency of communications with stakeholders • Launch new www.hassavocadoboard.com by spring 2019 • Attend and present HAB program updates at the World Avocado Congress

STRATEGIES

• Evaluate existing content/messages being used in industry outreach and develop new relevant content/messages for industry target audience

• Leverage business support tools that are available to producers and importers • Establish communication channels/vehicles to deliver our content/messages • Develop and launch a communications plan (frequency, channels, content mix) in winter/spring

2019 • Implement listening/evaluation tools that enables us to adapt our message and ensure our

work is relevant • Interact with stakeholders in-person and maintain two-way relationships • Participate in World Avocado Congress • Review and evaluate HAB’s 2021 strategic plan

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SUSTAINABILITY 5 Year Goal

(A.) Research how key U.S. consumers and health professionals think about sustainability. (B.) Characterize the U.S. Hass avocado supply chain environmental, social and economic impact and (C.) develop a strategy for positioning avocados within sustainable diets.

Sustainability

OBJECTIVES

• Protect the reputation of avocados as a healthy, nutritious food and preserve consumers’ and health professionals’ passion for our product

STRATEGIES

• Understand U.S. avocado heavy and super heavy users’ attitudes and awareness of sustainability as it relates to avocados

• Determine if and how health professionals in the U.S. are considering sustainability in their recommendations

• Identify data/metrics/information health professionals are referencing or would reference to make those recommendations and monitor them over time

• Develop positive sustainability messages about avocados as a fruit for consumers and health professionals

• Understand the methodology and metrics for assessing sustainable diets • Track and monitor the dialogue around sustainable diets and its evolution towards becoming

part of food and nutrition policies and guidelines

QUALITY 5 Year Goal

HAB’s quality related information pertaining to the proper handling of the fruit after entry into 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.

Progress to Date

2018 2019 2021

# of companies n/a n/a n/a

% that find it useful n/a n/a n/a

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Objectives

• Design a full color Quality Manual for handling of Hass Avocados in the U.S. market

Strategies

• Design manual including best practices templates for handling avocados at different points within the U.S. supply chain

• Obtain and/or produce images and photography associated with handling avocados for the U.S. market, qualify defects, ripening stages, etc.

ADMINISTRATION, OVERSIGHT AND IMPLEMENTATION Objective

• Effectively and efficiently comply with the duties and responsibilities under the Act and Order

2019 BUDGET SUMMARY Program Area Dollars Nutrition Marketing $3,319,487 Target Audience Research $ 195,836 Nutrition Research $2,431,607 Nutrition Affairs $ 128,500 Supply and Demand Information $ 723,583 Industry Engagement $ 712,108 Quality $ 91,864 Sustainability $ 300,580 Administration of HAPRIO $1,200,342 Oversight $ 206,000 Implementation $ 1,000 TOTAL $9,310,907

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NUTRITION MARKETING Overview

HAB’s nutrition marketing program in 2019 will continue to fall under the Love One Today® umbrella and align with the four health pillars: cardiovascular health, weight management, healthy living and type 2 diabetes. In addition, HAB will also promote avocados for child growth and development and pregnant/breastfeeding women under the healthy living pillar. Similar to last year, each pillar will have a campaign theme where HAB will leverage both existing and new research in its outreach to target audiences and include tools such as healthy avocado recipes, recipe photography and videos, and infographic/fact sheets.

Love One for Good* will focus on the cardiovascular health pillar. HAB will promote existing research and American Heart Association heart-check certified avocado recipes to increase health professional recommendations and consumers’ perception of avocados as part of the heart-healthy eating plan.

Be Fruit-full* is a campaign that supports the weight management pillar. Over 160 million Americans are either obese or overweight. Avocados taste great, contain good fats and are a good source of fiber; all of these can help one feel full and be part of a weight loss/weight management plan. HAB will conduct outreach and education programs that feature the weight management studies and include lifestyle recipes, tips and ideas that play off through the theme.

Love One from the Start* will promote avocados as a perfect first food for infants, a great food for building healthy habits for child growth and development, and an important food for pregnant and breastfeeding women as well as new moms who want to model healthy behaviors for the kids. Elements from the campaign will include messages from the Birth to 24 month baby and maternal scientific papers as well as recipes and how-to guides for parents/primary caregivers to incorporate avocados as first food.

Love Sweet Surprises* supports the type 2 diabetes pillar. People at risk for or with diabetes can love the sweet surprises an avocado brings to diabetes management/risk reduction. HAB will leverage the recent good source of fiber message, current research as well as feature recipes and tips for a diabetic meal plan.

The primary focus will be on weight management/type 2 diabetes, heart health, and healthy living which includes mom & baby and general nutrition messages. In addition, we will be focusing our PR and advertising efforts primarily on health professionals which include media registered dietitians and HP influencers while our social media and e-mail campaign would still include our target general and Hispanic market consumers.

*Campaign names are for internal use and subject to change

Objectives

1. To deliver the outcomes of our research, and usage ideas are in the hands of target health professionals in the U.S. with an end result to increase recommendations

2. a. To raise/sustain target consumer awareness level that avocados are nutritious and continues to be the primary reason for consuming them

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b. To increase target consumers’ avocado usage throughout the day (breakfast, lunch, dinner, snack)

3. To generate targeted, frequent and positive media coverage/influencer endorsements about the health benefits and versatility of fresh avocados

Strategies

• Develop effective education programs for health professionals so they understand our research well to drive recommendation, as well as create toolkits they can use with their patients/clients to communicate how avocados can help with their respective health concerns

• Continue educating consumers of avocado health benefits and provide delicious recipes and tips for consumers to use throughout the day

• Generate media outreach when research is published and always provide usage ideas to food & wellness reporters/members of the media

Target Audience

Due to limited budget in 2019, we will primarily focus on health professionals

• Priority: o Be Fruit-full/Love Sweet Surprises – registered dietitians, diabetes educators, nurse

practitioners o Love One for Good – registered dietitians, cardiovascular physicians

• Secondary: o Love One from the Start - registered dietitians, OB/GYN, pediatricians o Healthy Living - registered dietitians, nutrition/culinary-minded nurse practitioners and

physicians

Key Programs

• Creative content • Message testing & approval • Nutrition & research promotion* • Events • Online/website/social media • Strategic partnerships • Strategy issues radar & reporting • Program management

*Formerly Research Publication Announcement/Promotion. The new program name best describes the marketing promotion that supports the nutrition and research promotion.

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Nutrition Marketing Budget

Nutrition Marketing Program Dollars Creative Content $207,430 Message Testing & Approval Nutrition & Research Promotion

$57,500 $1,297,070

Events Online/Website/Social Media Strategic Partnerships Strategy Issues Radar & Reporting Program Management

$304,500 $522,075 $24,000 $331,675 $575,237

Subtotal $3,319,487

Timing

All programs will be ongoing throughout the year

TARGET AUDIENCE RESEARCH Overview

Research variations in avocado shopper purchase behaviors across geographic regions by following a sequence of studies, focused on the U.S. avocado shopper to provide a better understanding of avocado shopper’s behaviors and underlying purchase drivers. Insight topics will include who the most valuable shoppers are, their impact on the category, which shoppers represent the greatest opportunity for growth, and how best to influence shoppers along their avocado shopping journey.

The second wave of the newly revised HAB Consumer Tracking Study will be conducted in late fall of 2019. The tracking study identifies and measures the relative importance of various attitudes and behaviors of U.S. shoppers’ purchase and usage of fresh Hass avocados and how these attitudes and behaviors correlate to (i) avocado purchase levels and (ii) health pillar segments, as well as measure advertising & PR efforts awareness. The study will be conducted in both general market and Hispanic consumers.

Health Professionals tracking study which measures awareness of avocado health benefits, the Love One Today® program, and frequency of making usage recommendations to clients among others will be conducted in 2019 as well to track progress against the nutrition marketing program objectives.

Objective

• Fund target audience research that provides actionable data for the industry

Strategies

• Research variations in avocado shopper purchase behaviors across geographic regions • Track usage and attitudes of U.S. General Market and Hispanic Market consumer target

audience • Track recommendations and attitudes of targeted health professionals

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Key Programs

• Research, Insights and Tracking

Target Audience Research Budget

Nutrition Marketing Program Dollars Research, Insights and Tracking $195,836 Subtotal $195,836

Timing

Q1 & Q2 – Shopper research

Q2 – Health Professionals Tracking Study

Q4 – Consumer Tracking Study

NUTRITION RESEARCH Overview

The primary aim of the Nutrition Program is to fund scientific research to investigate the positive relationship between fresh avocado consumption and health and wellness. The nutrition research is the foundation for avocado nutrition marketing and promotion and is also used to educate key influencers on the health benefits of consuming avocados. All research focuses on four health pillars – cardiovascular health, weight management, healthy living and Type 2 diabetes.

Commitments from Phases IV, V, and VI of the nutrition pipeline will be funded in 2019. No new research recommendations will be made to the board.

• Cardiovascular Health: o Dr. Britt Burton-Freeman, Illinois Institute for Technology o HAT study, multiple sites

• Weight Management: o Dr. Britt Burton-Freeman, Illinois Institute for Technology o Dr. Zhaoping Li, University of California at Los Angeles o Dr. Matthew Allison, University of California at San Diego o HAT study, multiple sites

• Healthy Living: o HAT study, multiple sites o Dr. Naiman Khan, University of Illinois at Urbana-Champaign

• Type 2 Diabetes: o Dr. Joan Sabaté, Loma Linda University o Dr. Naiman Khan, University of Illinois at Urbana-Champaign o Dr. Britt Burton-Freeman, Illinois Institute for Technology o HAT study, multiple sites o Dr. Judith Rodriguez, Northern Florida University

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Objective

• Identify, design and fund relevant and motivating research for consumers and health professionals

Strategies

• Direct the nutrition research pipeline so it is relevant and translational to target audience

Key Programs

• Program Management • Science Pipeline

Nutrition Research Budget

Program Dollars Program Management $310,568 Science Pipeline $2,121,039 Sub Total $2,431,607

Timing

All programs will be ongoing throughout the year

NUTRITION AFFAIRS Overview

The Nutrition Affairs focus area aims to monitor relevant science and nutrition policy and engages, as necessary, to educate influential scientific experts on the benefits of consuming fresh avocados. The three key programs include Strategy and Issues Radar, Events, and Thought Leader Education. In 2019, experts will continue to provide their insights on strategic opportunities to ensure avocado nutrition science can be promoted. HAB will continue to engage in the Federal Dietary Guidelines process (Dietary Guidelines for Americans 2020), which, for the first time, will include dietary recommendations for pregnant and lactating women and children under the age of 2 years. To ensure wide reach of HAB supported scientific research, nutrition affairs also provides open access to all supported publications. As in previous years, HAB will continue to support scientific meetings, researcher networking opportunities and advisory council meetings. HAB will continue to engage with key opinion leaders through in-person presentations and development of bi-annual nutrition science newsletters. In contrast to previous years, this work will be conducted in-house to reduce costs.

Objective

• Remove barriers to marketing nutritional benefits of avocados indicated by: DGA 2020, Healthy, Birth to 24 months / pregnancy

Strategies

• Be informed of evolving nutrition policies and affairs • Educate target audiences on the positive health benefits of avocado consumption

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Key Programs

• Strategy and Issues Radar • Events • Thought Leader Education

Nutrition Affairs Budget

Program Dollars Events $5,500 Strategy and Issues Radar $123,000 Sub Total $128,500

Timing

All programs will be ongoing throughout the year

SUPPLY & DEMAND DATA Overview

Information and data provided by HAB assists the industry in making business decisions. HAB purchases syndicated data from IRI, MarketTrack and IHS for the analysis and dissemination of retail sales information, supply and demand volume information, international trade data and research to stakeholders and the trade. Through our newsletter, trade media, Hassavocadoboard.com, AVIS, and in person presentations, HAB will communicate the research and industry information to further exemplify HAB’s leadership position within the industry. HAB will track and monitor avocado retail volume and sales data nationally and across regional and market-level geographies and create monthly and quarterly reports to enable stakeholders to track the avocado market pulse. We will continue to support AVIS users, validate the data and grow the participant list as well as share of volume reported. For the research and information program, we will engage CIRAD to conduct a Hass avocado supply information research project that will provide the Board and domestic industry with insights into Hass avocado supply information in countries that ship to the U.S. market, both presently and into the future.

Objectives

• Provide accurate and timely information about where the majority of avocados are sold, how much, when, and their availability in the U.S. market

• Improve availability, industry awareness, use of and access to actionable category information, insights and data

• Provide industry information and data that defines current avocado production and future production capabilities in countries that supply the U.S. market

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Strategies

• Effectively disseminate HAB’s research insights, data assets and communications to stakeholders

• Obtain avocado retail, promotional and trade data • Track and monitor avocado volume, sales and international trade • Maintain high levels of continuous participation and engagement in AVIS • Engage CIRAD in a research project that uses robust research methodology to improve

producers’ and importers’ knowledge of avocado production now and into the future

Key Programs

• Communications • Data Services • Track and Monitor • AVIS • Research and Information

Supply and Demand Data Budget

Program Dollars Program Management $323,619 Communications $158,017 Data Services $72,900 AVIS $56,000 Track and Monitor $73,047 Research and Information $40,000 Sub Total $723,583

Timing

All programs will be ongoing throughout the year

INDUSTRY ENGAGEMENT Overview

In 2019 we will develop and implement our industry engagement plan. We will evaluate existing messages/content being presented by HAB from various programs (e.g. volume information, retail date, nutrition marketing, 5 year evaluation, annual report, quality manual, etc.) and consolidate all relevant information into a unified plan.

HAB produces a wealth of valuable information for our industry but we haven’t done a good job of ensuring this information gets into the hands of the industry. By communicating our work products to the industry, over time, we will develop a positive and supportive attitude of the Board from the industry. We will do this by communicating in relevant channels and vehicles (e.g. website, newsletter, in-person, at events) at a higher frequency.

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Objectives

• Increase awareness among U.S. producers and importers of the Hass Avocado Board and their support for the work that we do

• Consolidate HAB communications from various programs into a single plan • Increase outreach frequency of communications with stakeholders • Launch new www.hassavocadoboard.com by spring 2019 • Attend and present HAB program updates at the World Avocado Congress

Strategies

• Evaluate existing content/messages being used in industry outreach and develop new relevant content/messages for industry target audience

• Leverage business support tools that are available to producers and importers • Establish communication channels/vehicles to deliver our content/messages • Develop and launch a communications plan (frequency, channels, content mix) in winter/spring

2019 • Implement listening/evaluation tools that enables us to adapt our message and ensure our

work is relevant • Interact with stakeholders in-person and maintain two-way relationships • Participate in World Avocado Congress • Review and evaluate HAB’s 2021 strategic plan

Key Programs

• Annual Report • Communications • HAB Promotional Materials • Industry Meetings and Events • Industry Website • Outreach • Program Management

Industry Engagement Budget

Program Dollars Program Management $346,958 Annual Report $6,000 HAB Promotional Materials $6,000 Industry Meetings and Events $85,000 Industry Website $146,150 Communications $122,000 Sub Total $712,108

Timing

All programs will be ongoing throughout the year

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SUSTAINABILITY In accordance with the action plan presented to the Board in August 2018, we start with the low hanging fruit by researching consumers and health professionals then drawing insights from that research to draft positive messages about avocados as a fruit. Then, communicate those messages through marketing, nutrition affairs and industry engagement to target audiences as needed or in a responsive way.

Characterize sustainable diets as it relates to avocados by understanding the methodology and metrics for assessing sustainable diets and track and monitor the dialogue around sustainable diets and its evolution towards becoming part of food and nutrition policies and guidelines.

Objectives

• Protect the reputation of avocados as a healthy, nutritious food and preserve consumers’ and health professionals’ passion for our product

Strategies

• Understand U.S. avocado heavy and super heavy users’ attitudes and awareness of sustainability as it relates to avocados

• Determine if and how health professionals in the U.S. are considering sustainability in their recommendations

• Identify data/metrics/information health professionals are referencing or would reference to make those recommendations and monitor them over time

• Develop positive sustainability messages about avocados as a fruit for consumers and health professionals

• Understand the methodology and metrics for assessing sustainable diets • Track and monitor the dialogue around sustainable diets and its evolution towards becoming

part of food and nutrition policies and guidelines

Key Programs

• Research • Program Management

Sustainability Budget

Program Dollars Program Management $100,580 Research $200,000 Sub Total 330,580

Timing

All programs will be ongoing throughout the year

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QUALITY In 2019, the Quality program will focus on designing and producing the Quality Manual for handling Hass avocados in the U.S. market and initiate distribution to stakeholders in the U.S.

Objectives

• Design a full color Quality Manual for handling of Hass Avocados in the U.S. market

Strategies

• Design manual including best practices templates for handling avocados at different points within the U.S. supply chain

• Obtain and/or produce images and photography associated with handling avocados for the U.S. market, qualify defects, ripening stages, etc.

Key Programs

• Research and Information • Project Management

Quality Budget

Program Dollars Project Management $61,864 Research and Information $30,000 Sub Total $91,864

Timing

Q2 – Q3 Design Manual

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ADMINISTRATION OF HAPRIO, IMPLEMENTATION AND OVERSIGHT Overview

The Board administers the Hass Avocado Promotion, Research and Information Order (HAPRIO). HAB is responsible for carrying out an effective national program of promotion, research and information for Hass avocados. HAB is also responsible for establishing a fair and orderly procedure whereby adequate funds can be assembled and efficiently managed to fulfill the provision of the program, including managing organic exemptions and re-exports. In 2019, HAB will manage an initial budget of $61.25 million.

HAB will maintain a third party financial oversight program and provide corporate liability insurance to board members and staff. The 2019 budget includes funds for board member travel and lodging for four board meetings. The administration budget provides resources needed to cover for travel and meeting expenses incurred by the Board and support the annual election. In addition, we budgeted to retain legal counsel, pending Office of General Counsel (OGC) approval with our new attorneys and continue with Washington D.C. representation.

HAB will continue to provide competitive salaries, wages and benefits as well as training/education support for programs relevant to HAB’s development and retention.

The Board pays a fee to the USDA which oversees the Board’s programs to ensure compliance with the law and USDA guidelines. In 2019, we plan to initiate changes to the Order which will require a referendum. We have budgeted $15,000 to cover the costs of the referendum. In addition, The Office of General Counsel (OGC) may provide appropriate and required legal counsel, and on a case by case basis, may also grant approval for boards to use outside counsel.

Objective

• Effectively and efficiently comply with the duties and responsibilities under the Act and Order

Admin, Implementation and Oversight Budget

ADMINISTRATION OF HAPRIO Dollars

Financial oversight – auditing $33,500 Board - travel, meetings, elections $192,500 Office related - rent, network, communications, & equipment/supplies $227,088 Professional services and consulting $154,800 Corporate insurance $50,004 Salaries/wages/benefits $507,450 Education, training, conferences, seminars $20,000 Corporate Governance $15,000

Sub Total Administration of HAPRIO $1,200,342 Program Implementation Fee $1,000 USDA Oversight $206,000

Total Administration, Implementation and Oversight $1,406,342

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STAFF Emiliano Escobedo

Executive Director

Robert Rumph

Vice President of Finance

Nikki Ford

Director of Nutrition

John McGuigan

Director of Industry Affairs

Alejandro Gavito

Category Data and Research Manager

Gina Widjaja

Director of Marketing and Communications

Natalia Arias

Digital Marketing and Communications Manager

Silvia Standke

Executive Assistant

Nicole Peters

Office Assistant

AGENCY PARTNERS

Nutrition Marketing Advertising Retail Data Industry Communications