The Irvine, Calif.-based Hass Avocado Board will target health-focused avocado consumers who account for 90% of avocado sales this season to educate them about the nutrition value of the fruit — especially the role of “good fat” in avocados — said Emiliano Escobedo, executive director.

The board is planning a national consumer advertising campaign that will include banner ads in “contextually relevant places” on, the popular health-and-wellness portal, from April to June and from August through October, Escobedo said.

The Hass Avocado Board also has teamed up with celebrity trainer Harley Pasternak, author of “The Body Reset Diet.” Pasternak will the board’s spokesman for the season and will take part in several media outreach efforts.