The Hass Avocado Board is introducing a food and wellness education program dubbed “Love One Today.”

The marketing campaign debut is set for Oct. 19-22 at the Academy of Nutrition and Dietetics’ annual Food and Nutrition Conference and Expo in Houston, according to a news release.

Love One Today promotes hass avocados as a way to increase fresh produce consumption. Graphics display the phrases “naturally good fats + cholesterol free” and “fresh avocados.”

The Irvine, Calif.-based board is rolling out the campaign on a pair of websites, among other venues. Its graphic mark and other information for the produce industry are available to the trade online.

Another site is aimed at registered dietitians and health professionals.

The effort will also be supported through a recipe contest for dietitians in the dietary practice groups of the Academy of Nutrition and Dietetics; a consumer public relations campaign; social media; trade advertising; and a Spanish version of the Love One Today website with resources.

It’s a multi-year program, according to the release.