The campaign includes dozens of avocado snack ideas and is featured in retail programs, public relations, social media, e-mail and online communications, according to a news release from the Irvine, Calif.-based commission.
The snack ideas include guacamole, veggie dippers, crackers and avocados, quick-bite tapas and smoothies.
“We think our initiative ties in nicely with other fresh efforts currently underway to shift snacking from center store to produce,” Jan DeLyser, the commission’s vice president of marketing, said in the release.
To gear up for the campaign, the commission gave supermarket registered dietitians a kit that includes nutrition information, data on snacking and recipes.
One highlight of the effort is a series of 100-calorie snack recipes created by registered dietitian Katie Ferraro, including California Avocado Cucumber Cups and Power Hour Pick-Me-Up Smoothies.
Supporting the campaign is a recipe brochure, “California Fresh Snacking,” which includes 12 easy, produce-rich California avocado snacking recipes.
The brochure also provides tips on handling and preparing avocados, nutrition information and messages to encourage consumers to choose California avocados as a healthy meal and snack option.
Some recipes in the campaign draw on partnerships with producers of other commodities. California Avocado Cracker Snacks, for example, are a joint effort between the commission and Gourmet Garden Herbs and Spices.
Another recipe, Summer Stuffed Avocados, features Naturipe blueberries.