IRVINE, Calif. – The California Avocado Commission (CAC) is working to increase avocado demand by spreading the news that California avocados can be incorporated into one’s diet in greater amounts within the new Dietary Guidelines for Americans 2010. This season CAC is sharing this information through broad-reaching public relations activities, industry outreach and third-party spokespeople.
“It’s great news for the produce industry: the Guidelines recommend that Americans shift eating patterns to a more a plant-based diet that emphasizes fruits, vegetables, cooked dry beans and peas, whole grains, nuts and seeds,” said Jan DeLyser, vice president of marketing for the Commission. “Spreading this news, along with avocado-specific information such as the fact that avocados provide good fats and are naturally sodium- and cholesterol-free, is helpful to consumers, California avocado growers and the retailers who sell them.”
CAC’s public relations outreach will include a nationally distributed mat release that focuses on keeping healthy eating habits going through spring and summer. The release explains how avocados can be a satisfying component of a healthy diet that follows the new Dietary Guidelines.
The Commission also works closely with registered dietitians to promote avocado nutrition and the California avocado story. In early April, CAC sponsored the Oldways Supermarket Dietitian Leadership Symposium: Changing the American Palate, in Santa Rosa, Calif. This unique event brought together leaders in supermarket health and wellness, including 40 supermarket registered dietitians, highlighting best practices among retailers across the country. At the two-day symposium DeLyser was a guest speaker on a panel discussing “Best Practices: Produce Promotions Year-round, Canned, Frozen and Fresh.” CAC served a diverse assortment of avocado items, including Deviled Eggs with Avocado Filling, Avocanana Bread, California Avocado Piquillo Pepper Frittata and more. These recipes were very well received by attendees and demonstrated the versatility of avocados as a healthy substitute for saturated fats.
CAC also implements a retailer outreach program that collaborates with supermarket registered dietitians throughout the year to help integrate California avocado recipes, usage ideas and nutrition information into retailer promotions. Along with individual contact, CAC supports the retail dietitians with nutrition news and content ideas through a California Avocado Supermarket RD Nutrition Newsletter tailored to their needs.
“CAC enjoys working with supermarket registered dietitians because they are local, credible sources of nutrition information,” said DeLyser. “In turn, CAC brings value to their retail programs by providing creative content, usage ideas and California avocado merchandising support.”
In addition to its supermarket registered dietitian outreach, CAC is working with the Meal Makeover Moms, Liz Weiss, R.D. and Janice Newell Bissex R.D., who are serving as nutrition spokespeople throughout the California avocado season. Reaching out to consumers in both traditional and social media, the Meal Makeover Moms provide healthy recipes for CaliforniaAvocado.com, and will be hosting a recipe usage demonstration for CAC at the American Dietetic Association Food and Nutrition Conference & Expo (ADA FNCE) in September.
Connie Gutterson R.D., author of the new book The Sonoma Diet Cookbook, also will serve as a nutrition spokesperson for California avocados this season. CAC will promote the inclusion of avocados in the Sonoma Diet plan and the new cookbook, which contains several recipes featuring California avocados. As part of the promotion Gutterson will conduct a broadcast satellite media tour later this season.
Social media has become a key component of the Commission’s integrated marketing program. The Meal Makeover Moms will develop an avocado-centered podcast and blog entry, and along with Connie Gutterson will post information on both their Twitter and Facebook profiles. Social media also will be part of three CAC programs this season: “California Avo BabiesSM”, “Now in Season, California Avocados and Copper River Salmon”, and a Mediterranean Diet-themed promotion. All of these activities include elements that disseminate avocado nutrition messages.
CAC continues to work with credible, third-party nutrition organizations including Produce for Better Health Foundation, Nutrient Rich Foods Coalition, American Dietetic Association and Oldways Mediterranean Foods Alliance, recognizing that avocado nutrition benefits are a critical message for encouraging avocado demand. Oldways, an internationally-respected non-profit is best known for developing consumer-friendly health promotion tools, including the well-known Mediterranean Diet and Mediterranean Diet Pyramid. California avocados are included in the Med Diet and will be featured in the Mediterranean Food Alliance weekly email newsletter from May through July.
About the California Avocado Commission
Created in 1978, the California Avocado Commission strives to increase demand for California avocados through advertising, promotion and public relations, and engages in related industry activities that benefit the state’s nearly 5,000 avocado growers. The California Avocado Commission serves as the official information source for California avocados and the California avocado industry. For information about California avocados, visit CaliforniaAvocado.com, become a fan at Facebook.com/CaliforniaAvocados and follow the California Avocado Commission on Twitter at Twitter.com/CA_Avocados.
Source: California Avocado Commission
