The licenser of Pink Lady apples in the U.S. is encouraging consumers to give gift boxes of the fruit for Valentine’s Day.

Pink Lady promotes Valentine’s Day gift box“We realize we’re bucking a long-established tradition with regard to giving chocolates and other sweets for this holiday,” said Alan Taylor, marketing director of Pink Lady America LLC, Yakima, Wash., in a news release.

“And while it may seem okay to take one day off from being healthy, our point continues to be it’s best for all of us to understand the need to enjoy a healthy lifestyle which includes nutritious food and regular exercise,” Taylor said.

The campaign highlights the sweetness and nutrition attributes of Pink Lady apples.