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IRVINE, Calif. -- Taking a cue from the world of sports, the Hass Avocado Board (HAB) has developed a game plan for increasing consumer demand to meet unprecedented availability of avocados this fall.
"Consistent availability of Hass avocados throughout the year provides opportunities as never before to promote avocados in the fall," said Jose Luis Obregon, HAB's managing director/information technology. "It was imperative that HAB create a program to elevate consumer demand into the fall season and link fall consumption opportunities with avocados."
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The industry is charged with continuing to move record-breaking volume that is between 18-22 million pounds of Hass avocados weekly, said Obregon.
Expanding on the team player psychology that sparked the inception of HAB, the group has developed a consumer-focused program highlighting tailgating. The group said it is the first-ever, multi-tiered, consumer-focused HAB promotion.
The multi-tiered marketing program includes HAB's participation in Sutter Home Winery's retail promotion, "Tailgating Essentials." Hass avocados are also featured as a key ingredient for tailgating events on "Hot Trends in Tailgating," custom-themed program airing on the Food Network this fall.
"The Food Network promotion is HAB's first venture into broadcast advertising, and is a direct outcome of HAB board member input to place increased emphasis on marketing communication during targeted periods such as the fall," said Obregon.