'What citrus can learn from avocados'

Sales of avocados in the U.S. market have become one of the biggest produce success stories in the past two decades.

During the recent Global Citrus Congress Live webinar event, John McGuigan, director of industry affairs for the Hass Avocado Board, presented a case study on how a mandatory sales levy has funded marketing programs and nutritional research that helped make avocados the No. 1 consumed fruit in the United States. McGuigan, who has been in the fresh fruit business for over 35 years, including 25 of them in citrus, believes the citrus industry can utilize a similar model to promote its offerings.

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