In the highly competitive and ever-evolving landscape of the global produce market, strategic leadership transitions often signal more than a simple change of personnel; they represent a deliberate pivot toward future growth, innovation, and industry-wide collaboration. The Hass Avocado Board (HAB) is currently at such a crossroads, initiating a significant evolution within its industry engagement division that has captured the attention of stakeholders across the supply chain. With the appointment of Parisa Salehi as the new Senior Director of Industry Engagement and the celebrated retirement of industry veteran John McGuigan, the organization is not merely filling a vacancy but is actively reinforcing its commitment to its newly unveiled 2026–2030 Strategic Plan. This calculated maneuver underscores a forward-thinking vision aimed at strengthening the interconnectedness of the U.S. avocado industry, ensuring that every stakeholder is aligned and empowered to contribute to a shared and prosperous future.
A Strategic Vision for the Future
Assuming her new role, Parisa Salehi is charged with spearheading several of the board’s most critical initiatives, positioning her at the very heart of its mission to unify and advance the industry. Her core responsibilities are multifaceted, focusing on substantively deepening the relationships between HAB and its diverse stakeholders, from growers to importers. A key aspect of her mandate involves clearly and effectively communicating the tangible value of HAB’s programs to its U.S. assessment payers, ensuring they see a direct return on their investment. Moreover, she will take the lead in advancing the mission of the Avocado Sustainability Center (ASC), a vital hub for research and information. Salehi has articulated that robust industry engagement is not just a goal but an “imperative” for the continued success of the U.S. avocado sector. Her approach is centered on building powerful partnerships that not only empower individual stakeholders but also collectively drive the board’s overarching vision for a resilient and innovative industry.
Central to this new chapter of industry engagement is the strategic expansion of the Board Leadership Development (BOLD) program, an initiative now under Salehi’s purview. The BOLD program is a cornerstone of HAB’s long-term strategy, designed explicitly to identify and nurture the next generation of leaders who will guide the avocado industry. By creating a robust pipeline of well-prepared and knowledgeable individuals, the program ensures strong, continuous governance and fresh perspectives for years to come. This focus on leadership development is a direct reflection of HAB’s 2026–2030 Strategic Plan, which emphasizes strengthening collaborative ties throughout the entire U.S. avocado ecosystem. Salehi’s leadership in this area is expected to invigorate the program, creating new opportunities for aspiring leaders to gain the skills and network necessary to navigate the complexities of the modern agricultural market and champion the industry’s shared goals.
Building on a Foundation of Success
This leadership transition also serves as an occasion to honor the significant contributions of John McGuigan, who is retiring after a distinguished eight-year tenure as Director of Industry Affairs. During his time at HAB, McGuigan was instrumental in shaping and executing the organization’s industry-facing initiatives, leaving an indelible mark on its trajectory. He is widely credited with being the driving force behind the launch of the BOLD program, which has already proven successful in fostering a new wave of industry leaders. Furthermore, he was pivotal in establishing the Avocado Sustainability Center, transforming it into a trusted and authoritative resource for cutting-edge research and vital information. Emiliano Escobedo, the Executive Director of HAB, lauded McGuigan’s legacy, stating that he set an exceptionally “high benchmark” in industry engagement across critical areas, including the accuracy of supply data, the promotion of best practices in quality, the advancement of sustainability, and the cultivation of leadership.
Reflecting on his impactful career with the Hass Avocado Board, McGuigan identified the creation of the Avocado Sustainability Center and the BOLD program as milestone achievements that he views as a testament to the industry’s collective vision. He emphasized that these initiatives were not solitary efforts but rather the result of a shared commitment to building a viable, sustainable future for the avocado sector. The ASC was designed to equip stakeholders with the knowledge needed to navigate environmental and social challenges, while the BOLD program was established to ensure a robust and capable leadership pipeline would always be in place to guide the industry forward. Looking ahead, McGuigan expressed unwavering confidence in Parisa Salehi’s capacity to continue this vital work, underscoring a sense of continuity and shared purpose that defines the transition. His departure marks the end of a significant chapter, but his legacy provides a solid foundation upon which new progress can be built.
Charting a Course for Industry Resilience
The strategic decisions made by the Hass Avocado Board culminated in a leadership transition designed to propel the organization toward its ambitious five-year goals. The appointment of Parisa Salehi was a deliberate action, aimed at harnessing her expertise and passion to build upon the solid foundation established by her predecessor. This move was viewed as essential for delivering on key objectives outlined in the 2026–2030 Strategic Plan, which included hosting pivotal avocado industry events to foster collaboration, enabling groundbreaking sustainability initiatives through the ASC, and driving measurable engagement across every facet of the sector. Ultimately, these carefully orchestrated efforts were intended to fortify the avocado industry, ensuring it remained resilient, innovative, and perfectly aligned with evolving industry standards and the increasingly sophisticated expectations of consumers around the globe.
