Starting this fall, marketing avocados is officially a labor of love for the Irvine, Calif.-based Hass Avocado Board.

The board has launched Love One Today, a health-focused program that encourages consumers to include hass avocados in every meal.

It’s the culmination of a program the board launched in 2010 with a goal of advancing research and verify health claims that support the nutritional value of avocados, said Emiliano Escobedo, executive director.

“This is an opportunity for hass avocados,” he said. “What we’re doing in the world of nutrition is, first of all, investing a good amount in science.”

The board has been working on four promising areas, including heart health, weight management, diabetes and healthy living, Escobedo said.

“The way to communicate the findings is through a single voice in a marketing campaign,” he said.

That single voice is Love One Today, he said.

“It’s a science-based food and wellness-based program that encourages Americans to include fresh hass avocados in every meal and also as a delicious, naturally cholesterol-free whole food source,” he said.

The title of the program was vetted by focus groups across the U.S., Escobedo said.

“People have a passion for avocados. They love them, and we wanted to make sure our message would have that emotional connection to the consumer.”

Targeting health industry pros

Love One Today is launching in the fall with health industry professionals as its specific audience.

“We’re going to targeting health professionals, registered dietitians and nurses who make recommendations on healthy diets,” Escobedo said.

There will be no massive advertising budget for Love One Today, but the program’s logo will be licensed to board members, including the California Avocado Commission, the Mexican Hass Avocado Importers Association
and the Chilean Avocado Importers Association, Escobedo said.

“Those boards will put all that information out too,” said Phil Henry, president of Escondido, Calif.-based Henry Avocado Corp.

That way, whenever marketers talk about nutrition, they will be speaking, essentially, with one voice, “under the same umbrella,” Escobedo said.

Expo launch

The board planned to officially launch the Love One Today program at the Academy of Nutrition and Dietetics’ Food & Nutrition Conference & Expo on Oct. 21-24 in Houston.

The program will have some marketing use for retailers, who want to convey a high-nutrition message, Escobedo said.

“If an importer wants to communicate the nutritional benefits and have it on packaging, we can provide creative assets to make sure they can incorporate Love One Today in packaging,” he said.

The program has two messages for consumers, Escobedo said.

“Cholesterol-free and naturally good fats,” he said.

Tim O’Connor, Denver-based chief executive officer of the newly launched Avocados From Mexico marketing program, praised the idea.

“Clearly, this is a deep dive into the target consumer and what motivates them,” O’Connor said.

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