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During March’s National Nutrition Month, the Hass Avocado Board (HAB) plans to push the advantages of eating Hass avocados by way of an integrated marketing initiative encompassing retail-level promotion, public relations and online activities.
“Our industry works to highlight the nutritional aspects of Hass avocados in all of our marketing efforts” noted Jose Luis Obregon, managing director of Irvine, Calif.-based HAB. “We believe that National Nutrition Month offers a great tie-in to consumers’ increased awareness of the foods they are eating and offers us an opportunity to encourage sales by reinforcing the benefits of including avocados into an overall healthy diet.”
Next month the organization will distribute information to the media on the nutritional benefits of Hass avocados, as well as providing tips and recipes to help consumers incorporate the fruit into meals. The campaign will include a new recipe, “Tropical Salad with Hass Avocados and Grilled Shrimp,” along with a radio news release starring HAB nutritional expert Julie Upton, who also will post an article on National Nutrition Month on her Health.com blog during March.
During National Nutrition Month, HAB’s consumer Web site, avocadocentral.com, will launch new nutritional content such as an avocado nutrition quiz. Shoppers will be encouraged to visit the site through retail promotion, incorporation in media placements, inclusion in HAB’s subscriber recipe e-newsletter, and online advertising efforts.
At retail, nutrition-themed point-of-purchase materials will drive consumer purchases of Hass avocados throughout March. Retailers can order these materials at avoHQ.com/research-marketing/pos-order-form.
HAB also is reaching out to key foodservice media through an “edible” mailer with Hass avocado and nutrition information, in an effort to encourage foodservice operators to feature Hass avocados in their menus during March and beyond. The initiative will include the promotion of foodservice menu item ideas and the availability of promotional tips on the HAB foodservice Web site, avocadocentral.com/foodservice.
Over 20,000 producers and 100 importers are involved in HAB, which covers fresh domestic and imported Hass avocados sold in the U.S. market.