About us

WAO, a non-profit organisation founded in 2016, aims to meet growing consumer demand for healthy dietary options and help the avocado industry become more sustainable.

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What we do

WAO promotes the healthy benefits of avocados by sharing insights and research on the fruit’s nutritional values, and its sustainable production.

We set up consumer education campaigns through media (press releases & interviews), trade and retail partnerships.

How do we do it

Through our multilingual social media presence on Facebook, TikTok and Instagram, we reach out to new generations, and to the avocado industry via LinkedIn.

We also share best practice and help our members  – most of whom are small and medium sized avocado growers – to connect and get easier access to Europe and other emerging markets.

At which scale

We are currently supporting over 30 retailers across 12 European markets – as well as new emerging consumer markets like India – to promote avocados.

As we approach our tenth anniversary, our agile organisation is working hard to expand our network further to many more avocado-growing countries and consumer markets around the world in the coming years.

What we do

WAO promotes the healthy benefits of avocados by sharing insights and research on the fruit’s nutritional values, and its sustainable production.

We set up consumer education campaigns through media (press releases & interviews), trade and retail partnerships.

How do we do it

Through our multilingual social media presence on Facebook, TikTok and Instagram, we reach out to new generations, and to the avocado industry via LinkedIn.

We also share best practice and help our members  – most of whom are small and medium sized avocado growers – to connect and get easier access to Europe and other emerging markets.

At which scale

We are currently supporting over 30 retailers across 12 European markets – as well as new emerging consumer markets like India – to promote avocados.

As we approach our tenth anniversary, our agile organisation is working hard to expand our network further to many more avocado-growing countries and consumer markets around the world in the coming years.

Why we do this

The purpose of the World Avocado Organisation is to create a harmonious balance between meeting the need for more healthy diet options, safeguarding the environment, and uplifting the livelihoods of those engaged in avocado production.

What we aim for

The World Avocado Organisation aims to meet the increasing consumer demand for healthy dietary options and to support the avocado industry in becoming more sustainable.

Many countries are facing health crises when it comes to chronic conditions like diabetes and obesity.

Avocados, thanks to their incredible nutritional value, can contribute to helping to improve diets across the world.

Why we do this

The purpose of the World Avocado Organisation is to create a harmonious balance between meeting the need for more healthy diet options, safeguarding the environment, and uplifting the livelihoods of those engaged in avocado production.

What we aim for

The World Avocado Organisation aims to meet the increasing consumer demand for healthy dietary options and to support the avocado industry in becoming more sustainable.

Many countries are facing health crises when it comes to chronic conditions like diabetes and obesity.

Avocados, thanks to their incredible nutritional value, can contribute to helping to improve diets across the world.

With a long term vision

WAO is also dedicated to supporting avocado growers in adopting eco-friendly methods and technologies that further reduce the water and carbon footprint, preserve biodiversity, and ensure long-term viability of avocado farming especially with climate change imposing new challenges.

WAO strives on

.. Creating a positive impact on local economies and communities.

We do this by promoting fair trade practices, equitable distribution of resources, and empowering avocado growers and their communities through education and economic opportunities.

With a long term vision

WAO is also dedicated to supporting avocado growers in adopting eco-friendly methods and technologies that further reduce the water and carbon footprint, preserve biodiversity, and ensure long-term viability of avocado farming especially with climate change imposing new challenges.

Pillar credit card and phone screen.

WAO strives on

... Creating a positive impact on local economies and communities.

We do this by promoting fair trade practices, equitable distribution of resources, and empowering avocado growers and their communities through education and economic opportunities.

Meet the WAO board

Zac Bard

Chairman

Board

Get to know me

Zac is an avocado specialist with over 25 years in the industry and advanced degrees in agriculture, horticulture and business. At Westfalia, where he has worked since 2002 including as CEO of Westfalia Fruit Africa, he has driven sustainable projects that support communities while developing world-class avocado production. A founder of WAO and recipient of the Golden Avocado Award in 2022, he is passionate about innovation, sustainability and global industry growth.

Adrielle Dankier

Director

Board

Get to know me

Adriëlle is CEO of Nature’s Pride, a leading importer and exporter of exotic fruit and vegetables, with experience in the industry since 1995. Entrepreneurial and people-driven, she values close cooperation with growers and customers, sustainability, and continuous improvement. Her focus on quality, transparency, and shared values underpins her vision of long-term success.

Clive Garrett

Director

Board

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Clive is Marketing Manager at ZZ2, a leading farming conglomerate in South Africa, where he oversees brand building, promotions and relationship management. A chartered accountant by training, he also serves as a director of the South African Avocado Growers Association (SAAGA) and is former Chairman of the Perishable Products Exports Control Board. Outside of work, he is passionate about cycling and competing in half Ironman events.

Juan Carlos Paredes

Director

Board

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Juan Carlos is an Industrial Engineer with an MBA from the University of Texas in Austin. He is Director and former long-time Manager of Agricola Pampa Baja, which farms over 2,000 hectares of fruit across northern and southern Peru. In addition, he serves as Treasurer of ProHass, contributing his expertise to the growth and development of Peru’s avocado industry.

Daniel Bustamante Canny

Director

Board

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Daniel has over 20 years of experience in international trade of fruits including avocados. He has chaired Peru’s Avocado and Blueberry Growers’ Associations and remains active in global industry advocacy through organisations such as WAO, PAC and USHBC. Currently, he serves as Commercial Director of Cerro Prieto, one of Peru’s leading fruit growers and exporters.

Giyora Marom

Director

Board

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As CEO of Granot Fresh, Israel’s largest avocado grower and exporter, Giyora brings extensive experience across the agriculture and fresh food supply chain. He leads Granot’s subsidiary with deep expertise in the fresh produce ecosystem, strengthening its role as a key player in global avocado production and trade.

Meet the WAO Team

Tom Van Hees

Managing Director

Team

Get to know me

Tom joined WAO in 2022. Originally from the Netherlands, he has a background in tropical fruit import/export and is passionate about connecting growers, importers, and customers. He believes in growing the market together as a united industry, tackling challenges with a transparent, straightforward, and entrepreneurial approach. For him, it’s the journey that counts.

Shelly Vorster

Marketing Director

Team

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Joining WAO in 2023 as Marketing Director, Shelly brings over 20 years of FMCG experience with global brands like Mars and Nestlé, as well as running her own consultancy in the UK for more than a decade. With expertise in strategy, consumer marketing and European retail, she now leads WAO’s marketing from Málaga, balancing her role with family life and a passion for the outdoors.

Constance Goulletquer

Brand Manager

Team

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Constance brings a wealth of FMCG experience, with strong expertise in digital strategy and management. Leading all digital for WAO—including social media, online retail activities, and WAO’s website and newsletter—she plays a key role in strengthening the organisation’s online presence and connecting more deeply with its global audience.

Laura Davis

Head of Membership

Team

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Laura brings over 25 years of sourcing and sales experience across retail and international import/export, including consulting for major UK retailers like Tesco and Sainsbury’s. Half Spanish and half English, she offers a global perspective that resonates with WAO’s community, traveling extensively to support members and expand the network.

Selina Welter

Creative Lead

Team

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As an award-winning Marketing and Communications Project Manager and Producer, Selina combines strategic leadership with creativity and a deep commitment to sustainability. With expertise in branding, strategy, project management, PR, and content creation, she delivered high-impact projects across sectors ranging from FMCG and finance to sports and wellbeing.

Candice Dixon

Marketing Consultant

Team

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With over 20 years experience in the marketing arena, Candice thrives on assisting the team to execute their marketing strategies, manage campaigns and maintain brand awareness. Her strong analysing skills together with astute report writing makes her invaluable in teams.