IRVINE, Calif. – Will produce departments soon be selling baby food? The California Avocado Commission (CAC) believes that they already do, and has put together a program designed to spread the news that fresh California avocados are a good first food for many babies. California Avo Babies, an integrated promotion that takes place in May and June, celebrates the enjoyment of California avocados beginning in babyhood.
CAC’s Avo Babies scholarship contest anchors the multi-faceted program. To enter the contest parents upload photos of their babies enjoying California avocados onto CAC’s contest page on Facebook for a chance to win a $5,000 cash scholarship grand prize, or one of two $2,500 cash scholarship prizes. Encouraging consumer interaction with the program, CAC structured the contest to have its Facebook fans vote for the finalists, and then the Commission will choose the winners.
“Retailer response to the Avo Babies program is outstanding,” said Jan DeLyser, vice president of marketing for the Commission. “We know that people consume more avocados as they age, and this program expands avocado consumption by encouraging new users from the time they are about six months old.”
The contest, which allows photo submissions from Mother’s Day, May 8, to Father’s Day, June 19, will be supported by a special microsite at CaliforniaAvocado.com/Avo-Babies, CAC’s mobile website and an email to more than 50,000 California avocado fans. Retail point-of-sale materials will showcase the program in participating produce departments, including display bins with header cards that feature a smiling, avocado-covered baby (Asher, son of California avocado grower Andy Lyall).
The display contest provides retailers with additional incentive to build California Avocado displays featuring the California Avo Babies thematic during the promotion period. Two $500 prizes, which can be given to an individual or donated to a retailers’ scholarship program, and three digital cameras, will be awarded to the selected display winners. Rules for the display contest, as well as order forms for the display bins and Avo Babies materials are available at CaliforniaAvocado.com/retail.
As part of the integrated promotion CAC has launched a nationwide public relations campaign to promote avocados as a good first food for babies and to encourage all-family usage. Foremost pediatricians and authors Drs. Bill and Jim Sears will serve as spokesmen to promote California avocados for babies and children.
“California avocados are, in our opinion, an ideal food for babies,” said Dr. Bill Sears. “The avocado's smooth, creamy consistency makes it a great first fresh fruit for babies to enjoy. Additionally, they are easy to prepare. Ripe avocados can be served without any cooking; which is a big time saver for parents.”
The Drs. Sears include California avocados as both the number one fruit on their “Top 10 Fruits” list and as an entry on their “Top 12 Family Foods” list because avocados are nutrient dense, meaning they provide substantial amounts of vitamins, minerals and other nutrients with relatively few calories. One-fifth of a medium avocado, or a one-ounce serving, has 50 calories and contributes nearly 20 vitamins and minerals.
Prominent pediatricians, the Drs. Sears are the father-son duo behind AskDrSears.com. They are partnering with the California Avocado Commission to provide parents with nutrition information on avocados and advice about incorporating avocados into the various stages of baby and toddler diets for good growth and development. Dr. Bill Sears is the father of eight children and author of more than 40 books on childcare including the best-selling book, “The Baby Book.” Dr. Jim Sears is co-host of the medical daytime talk show, “The Doctors,” and co-author of five books on childcare including, “The Healthiest Kid in the Neighborhood” and “Father's First Steps: 25 Things Every New Dad Should Know.”
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
