How to highlight avocado nutrition to drive demand
The No. 1 reason people buy Hass avocados is because of the nutritional value, and that’s not just a fact during the pandemic.
“That preference stems from the work we’ve done at the Hass Avocado Board to promote the health benefits of fresh avocados to our target audiences,” board Executive Director Emiliano Escobedo said May 26 in a live webinar.
“Leveraging Avocado’s Nutrition Story to Drive Avocado Demand” was the webinar theme, presented by Nikki Ford, the board’s senior director of nutrition research and public policy, and Gina Widjaja, the board’s director of marketing and communications.
The board created the Love One Today program as a comprehensive educational resource on the healthiest reasons to enjoy fresh avocados, using the latest scientific studies and offering point-of-sale materials and tips.
Why does the nutritional value of avocados matter to marketers and other produce professionals?
A 2021 Hass Avocado Board Consumer Tracking Study showed that when asked why shoppers purchased avocados, 76% said because they believe they are healthy, 72% said because avocados contain “good” fats and 66% said they like the taste.
The program is creating a pipeline of research with four health pillars: heart health, type II diabetes, weight management and healthy living at any age.
One in six adults living in the U.S. has a chronic disease, Ford said in the webinar.
“Research shows healthy living extends living without chronic disease by 10 years,” Ford said.
The Love One Today program can help get this message out with avocados, Widjaja said.
“It’s to make it easy for your target audience to have the latest nutrition research,” she said.
The program offers point-of-sales packaging, logos and display bins with nutritional information and recipes. Nutrition messages can also be used in social media, such as beauty shots of avocados, recipes and health benefit information.
“If you find your website or communications are in need of refresh, the Hass Avocado Board offers turnkey messages you can use,” Widjaja said.
Visit the Love One Today program website for more information.
