[Congressional Record Volume 145, Number 147 (Tuesday, October 26, 1999)]
[Senate]
[Page S13170]
From the Congressional Record Online through the Government Publishing Office [www.gpo.gov]

      By Mrs. FEINSTEIN (for herself and Mrs. Boxer):
  S. 1790. A bill to provide for the issuance of a promotion, research, 
and information order applicable to certain handlers of Hass avocados; 
to the Committee on Agriculture, Nutrition, and Forestry.


    The Hass Avocado Promotion, Research and Information Act of 1999

  Mrs. FEINSTEIN. Mr. President, I rise today to introduce legislation 
that will create a national promotion, research and information program 
for Hass avocados. This industry-financed promotion program will help 
farmers without costing taxpayers any money.
  This legislation provides California's 6,000 Hass avocado growers 
with the ability to achieve together that which would not be possible 
alone--the establishment of a national program to enhance avocado 
marketing and consumption. Pooled industry resources create the 
potential for an impact much greater than what would be possible 
through a solely state-funded program.
  Like producers who have successful national promotion programs, 
including those for beef, cotton, dairy, eggs, pork and soybeans, 
producers of Hass avocados are seeking a new vehicle for expanding the 
consumer market for avocados. A nationwide promotion program would 
provide the avocado industry with the means to market avocados to a 
much wider consumer audience, and build demand at a time when the 
aggregate supply of avocados is rapidly increasing.
  California has a long history of state marketing programs for its 
many diverse agricultural commodities. In fact, the avocado industry 
has long benefitted from an innovative state grower-funded program 
administered by the California Avocado Commission.
  In recent years, however, increasing imports are supplying a larger 
share of the U.S. consumer market. In 1998, for example, import levels 
reached 100 million pounds, or nearly one-third the size of U.S. 
avocado production. If not offset by increased demand, this rapid 
escalation of supply will lead to market instability. Given this 
dynamic, it is only fair that the cost of a national promotion program 
be shared fairly among importers and domestic producers.
  The ``Hass Avocado Promotion, Research and Information Act of 1999'' 
is a self-help national checkoff program that will allow avocado 
growers to fund and operate a coordinated marketing effort to expand 
domestic and foreign markets. The avocado promotion program will be 
operated at no cost to the federal government and will be funded by 
U.S. Hass avocado growers and Hass avocado importers.
  The key elements of this avocado promotion legislation include: (1) 
an 11-member Hass Avocado Board comprised of both domestic producers 
and importers; (2) new programs for the advertising and promotion of 
avocados to develop new markets; (3) research on the sale, 
distribution, use, quality or nutritional value of avocados; (4) an up-
front referendum of qualified producers and importers during a 60-day 
period preceding the effective date of the Secretary of Agriculture's 
implementing order; and (5) an initial assessment rate on Hass avocados 
on 2.5 cent per pound.
  Hass avocados are an integral food source in the United States and 
are a valuable and healthy part of the human diet. Avocados are enjoyed 
by millions of persons every year for a multitude of every day and 
special occasions. The maintenance and expansion of existing markets 
and the development of new markets and uses for Hass avocados is needed 
to preserve and strengthen the economic viability of the domestic Hass 
avocado industry for the benefit of producers and the benefit of other 
persons marketing, processing and consuming Hass avocados.
  Agricultural commodity promotion programs are a proven means of 
increasing market share for commodities. The Hass avocado growers in my 
state want to have a program that will help increase their market share 
of the consumer food dollar. California's Hass avocado growers have 
made extensive efforts over the last two years to unify the industry, 
which has resulted in the development of this highly supported national 
promotion program. The 1996-1997 value of domestic Hass avocado 
production was $259 million--a substantial market that could be even 
greater if properly promoted.
  This national avocado promotion program is an opportunity for 
Congress to help an agricultural industry create increased economic 
activity and job opportunities, with no expenditure of tax collars. I 
urge you to support this important legislation.
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