IRVINE, Calif. – The Mediterranean Diet, which encourages enjoying flavorful fresh fruits and vegetables, beans and nuts, whole grains, fish, olive oil and select other foods, is the theme for a summer co-marketing promotion with California avocados, Star olive oil and Cara Mia artichoke hearts. The program features on-pack coupons and usage ideas, a free recipe booklet offer, online and social media marketing.
Dissemination of avocado nutrition messaging is critical for encouraging demand and the California Avocado Commission (CAC) regularly works with credible, third-party nutrition organizations including Oldways’ Mediterranean Foods Alliance. Oldways, an internationally respected non-profit is best known for developing consumer-friendly health promotion tools, including the well-known Mediterranean Diet (Med Diet) and Mediterranean Diet Pyramid. California avocados are included in the Med Diet and were featured in the Mediterranean Food Alliance biweekly email newsletter from May through July. CAC developed the Mediterranean Diet-themed promotion with partner products Cara Mia and Star, which also fit well within the diet’s criteria, to expand consumer reach and encourage cross-department merchandising.
Neckringers on Star olive oil and Cara Mia artichokes are on shelves in western region stores of a national retailer in July and August. Both offer joint-product usage tips, and the Cara Mia neckringer includes a $1.00 off coupon for the purchase of California avocados and Cara Mia marinated artichoke hearts.
“Co-marketing with two brands that fit synergistically with California avocados and the Med Diet theme helps us spread consumption-driving avocado nutrition messages,” said Jan DeLyser, CAC’s vice president of marketing. “Cara Mia artichokes are merchandised mainly in the produce department and Star olive oil is merchandised in center-store grocery. Our Mediterranean Diet-themed on-pack point-of-sale encourages shoppers in multiple parts of the store to purchase California avocados.”
The brands developed joint recipes and created a free booklet featuring recipes inspired by the Mediterranean Diet. This booklet, which is available to consumers online at CaliforniaAvocado.com/MedDiet, CaraMiaProducts.com/MedDiet and StarFineFoods.com/MedDiet, is being promoted online and via email newsletters by all three partners. Social media posts via Facebook® and Twitter® also encourage fans to try produce-rich recipes such as Gazpacho with California Avocado and Summer Lentil Salad.
“Online and social media are critical components in today’s marketing mix”, said DeLyser. “CAC now has more than 74,000 fans on Facebook and we are actively engaging with them with promotions, recipe ideas and the nutritional aspects of California avocados.”
Information about “good fats” is among the nutrition messages included in the program. According to the American Heart Association, mono and polyunsaturated fats, when consumed in moderation and eaten in place of saturated or trans fats, can help reduce blood cholesterol levels and decrease risk for heart disease. California avocados and Star olive oil both provide “good” fats.
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
