Beyond the Label with HASSY

Meet HASSY, the single-origin avocado oil brand giving overlooked avocados a more delicious destination, and discover why its mission is a natural fit for Martie. Shop HASSY at Martie, here, and learn all about the brand, below!

Some avocados become toast. Some become guacamole. The especially ambitious ones become HASSY.

HASSY makes 100% pure, single-origin avocado oil using avocados grown in Mexico, including fruit that may otherwise be overlooked because of its size, shape, or appearance. Because while an avocado might not look destined for the produce aisle, it can still become something very good.

That philosophy feels especially familiar to us at Martie. We help great products find the people who will appreciate them, while HASSY begins even earlier in the food journey by finding greater potential in the fruit itself.

The result is a mild, versatile avocado oil made for frying, roasting, grilling, baking, dressings, marinades, and whatever else dinner becomes.

We went beyond the label with Martha Forero, Founder at HASSY, to learn more about the family’s avocado-growing roots, the story behind the brand, and what a better food system looks like to them.

We’ve been hearing about HASSY everywhere, so we are thrilled to chat with you and learn more!

Martie: How did HASSY begin, and what inspired you to turn your family’s experience growing avocados into an avocado oil brand? 

Martha: HASSY began with two worlds coming together. I spent over a decade building around tech, while my co-founder, Benjamin, grew up in his family's avocado groves in Michoacán, Mexico. His family has been farming avocados since the 1980s.

When I became a mom, I started paying much closer attention to the ingredients I was bringing into our home, from baby formula to the oils we cooked with. The more I learned about vegetable oils and the reports of mislabeled or adulterated avocado oils on the market, the more I questioned what I was buying. At the same time, we had direct access to high-quality, authentic avocado products through Benjamin's family's groves in Michoacán. It felt obvious: if we were fortunate enough to have a trusted source at the origin, why not bring that same honest, single-origin product to our home in California and share it with other families looking for real transparency? That's when we realized we had the opportunity to create a brand that honored Benjamin's family's work while giving consumers complete confidence in where their products come from.

That's how HASSY was born. Instead of blending avocados from multiple regions, we produce single-origin avocado oil made exclusively from Hass avocados grown in the volcanic soil of Mexico. For us, HASSY isn't just about cooking oil, it's about creating the kind of products we feel proud to serve our own family and bring to yours.

Martie: How long has your family worked with avocados, and how has that history shaped the way you approach HASSY today? 

Martha: Our family has been growing Hass avocados in Michoacán, Mexico, since the 1980s. Over the years, we’ve experienced every part of the industry, from planting and harvesting to seeing our avocados enjoyed around the world. In our family, every conversation somehow comes back to avocados. Our third generation of primos continues to build on that legacy, working operating packing houses, from producing guacamole to constantly improving farming practices. Avocados are more than a crop for us; they are part of who we are.

That experience taught us that great products start at the source, with rich volcanic soil and generations of knowledge passed down over time. It also taught us the importance of trust. If we work so hard to grow some of the best avocados in the world, we believe they deserve to become the best avocado oil, too. That’s why we created HASSY. 

Martie: Some avocados can be overlooked because of their size, shape, or appearance. How does HASSY help give that fruit a better purpose?  

Martha: The secret to the best avocado oil is in the fruit itself. It all starts with the right level of ripeness. The riper the avocados, the more oil you can extract, making them ideal for producing avocado oil.

Martie: HASSY is made with 100% pure, single-origin avocado oil. What does “single-origin” mean for your product, and why is it important to you?

Martha: For us, “single-origin” means every bottle of HASSY comes from one place: Mexico. 

We don’t blend oils from different regions or sources. We know where our avocados come from and the quality of the soil they grow in. 

A simple way to understand why this matters is to look at the country of origin on an avocado oil bottle. When oils are made from avocados sourced from multiple countries and regions, it becomes harder to know the story, practices, and quality behind the product.

Avocados are not all the same. Different varieties and growing conditions create different characteristics in the fruit and the oil. With HASSY, we focus on one origin and one variety to protect quality, consistency, flavor and trust from the grove to your kitchen.

Martie: What makes HASSY different from other avocado oils shoppers might find on the shelf?

Martha: You can taste and smell the difference. Many avocado oils on the market don’t share much about where their avocados come from or how they are sourced. With HASSY, we believe consumers deserve to know the story behind their food. Our oil is 100% pure, single-origin, and made from Hass avocados grown in the same region where our family has been farming for generations. 

Martie: What do you wish more people understood about cooking with avocado oil?

Martha: Every oil has its job. What’s amazing about avocado oil is that one bottle comes from around 12–15 avocados. You’re taking a whole fruit and turning it into a healthy, versatile oil that helps you cook better, without your food burning at high temperatures.

Martie: What is the first thing you reach for HASSY to cook at home?

Martha: Eggs and Steaks! 

Martie: What does a better, less wasteful food system look like to you?

Martha: A better food system starts with valuing every part of the harvest, but it also means thinking about every decision that comes after. Since starting HASSY, I’ve realized that building a food brand is not only about the product inside the bottle, it’s also about the packaging, where it comes from, and where it ends up.

Some decisions are not always easy because you’re constantly balancing sustainability, costs, trends, and what consumers expect. For example, we chose glass bottles instead of plastic. They are heavier, more fragile, and more expensive to ship, but we believe in considering the long-term impact of the materials we put in contact with our food and where those materials end up.

Maybe that choice makes our product more expensive, but we believe the small decisions we make today can help create a better food system for the future.

Martie: Why does partnering with Martie feel like a natural fit for HASSY?

Martha: Together, we’re making the food system a little smarter, tastier, and less wasteful. Great food shouldn’t get left behind. Martie helps rescue amazing products, and HASSY helps turn overlooked avocados into Oil. 

Martie: What’s next for HASSY?

Martha: We’re just getting started. We want to keep listening to our customers, learning from how they cook and what they love, and continue creating avocado products that bring more of this amazing fruit into everyday life. 

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One Oil, Plenty of Possibilities

New to avocado oil? HASSY’s mild flavor makes it an easy substitute for other everyday cooking oils, while its high-heat versatility means it can handle nearly anything on the menu.

A few places to start:

• Toss it with potatoes before roasting them until golden and crispy.

• Drizzle it over sheet-pan vegetables.

• Use it as the base for a salad dressing or marinade.

• Swap it into brownies, muffins, or quick breads.

• Reach for it when frying, sautéing, or grilling.

Good avocados deserve better than being judged by their appearance, and good products deserve better than going overlooked. Fortunately, HASSY and Martie are both invested in better endings.