IRVINE, Calif. (August 11, 2010) – The California Avocado Commission (CAC) is encouraging shopper demand for California avocados by spreading nutrition messages through consumer media and retailer outreach. Key messages include information about the concentration of beneficial carotenoids in the dark green fruit of the California avocado closest to the peel, use of avocados as a fat replacement in baking, and avocados as a first food for babies and toddlers. Carotenoids are plant pigments present in large quantities in dark leafy greens; as well as red and orange-hued produce such as spinach, tomatoes and carrots. Carotenoids act as antioxidants and have been shown to have health promoting properties.
CAC-sponsored research conducted at UCLA reported that California-grown avocados contain 11 carotenoids. According to USDA’s Agricultural Research Service, avocados contain a complex package of phytonutrients, including carotenoids that may provide numerous health benefits. Carotenoids appear to protect humans against certain cancers, heart disease and age-related macular degeneration. The UCLA research showed that in California avocados, the greatest concentration of beneficial carotenoids is in the dark green fruit of the avocado closest to the peel.
“The Commission’s public relations outreach to encourage consumers to ‘nick and peel’ their California avocados and to eat that dark green area of the fruit has resulted in 33 million consumer impressions,” said Jan DeLyser, vice president of marketing for CAC. “This ‘nick and peel’ message is also valuable information for produce departments to share with their shoppers.”
CAC has developed a nationwide public relations campaign to spread the news that avocados can serve as a fat replacement in baking. Health-conscious bakers can substitute avocado for many traditional baking ingredients, including butter and shortening, by simply replacing these ingredients with an equal amount of avocado.
By substituting avocado, the nutritional value of the baked good is increased with the fruit’s contribution of nearly 20 vitamins, minerals and phytonutrients, along with “good fats” (poly and monounsaturated fats). In addition, the overall calories in a recipe can be reduced by substituting avocado for an ingredient like butter. Two tablespoons of avocado have 50 calories versus two tablespoons of butter that has 204 calories.
“CAC supports retailers by providing nutrition messaging they can use with their shoppers,” said DeLyser. “We have provided content for retailer health and wellness newsletters, their websites, e-mail outreach and in-store efforts, all to encourage avocado sales.”
The Commission’s retailer support efforts are helping spread avocado nutrition messages to consumers. For example, the UCLA phytonutrient research and “avocado nick and peel information” was featured in the May/June shopper publication of a major national retailer.
Source: California Avocado Commission
