The California Avocado Commission has extended its program promoting breakfast use of avocados.
The Irvine-based commission’s campaign began in 2013. This year’s breakfast web page went live July 30 and features new recipes and tips.
The program includes retail support materials, registered dietitian spokespersons and digital media.
Participating retailers distribute a recipe booklet, “Wake up to Breakfast,” with recipes and nutrition information. Supermarket registered dietitians also use the booklets for in-store education programs, demos and cooking classes.
A tracking study last fall by Bovitz Inc. found 76% of consumers in California avocado advertising markets said they eat avocados at lunch, and 81% at dinner. But only 35% said they eat them at breakfast, a number the trade group wants to boost.
“Initiatives like our breakfast campaign are positioned to successfully expand usage of California avocados in support of overall category growth,” Jan DeLyser, commission vice president of marketing, said in a news release.
The program includes a breakfast-themed email to 220,000 subscribers plus content on the commission’s blog, The Scoop. The most popular recipe blog post so far was on Mother’s Day breakfast in bed.
Registered dietitians Michelle Dudash and Bonnie Taub-Dix provided breakfast campaign content, including two recipes with 130 calories or less per serving:
- California avocado pumpkin bread with dark chocolate chips and almonds, which uses California avocados as a fat replacer in baking; and
- Eggs-traordinary California avocado breakfast muffins.
Taub-Dix also hosted the commission’s breakfast-themed Twitter party July 20.
The breakfast promotion is also on Facebook, where there are about 272,000 fans for California avocados. Other social media outlets involved include Instagram and Pinterest.
The commission also sponsored breakfast content on SeriousEats.com.