Hass Avocado Board celebrates 10th anniversary of Fresh Avocados — Love One Today

Fresh Avocados — Love One Today, a science-based resource founded by the Hass Avocado Board, is celebrating its 10th anniversary.

The resource elevates positive awareness for the health benefits of avocados, a proven driver for stimulating demand in the U.S., according to a news release.

Founded in 2013, Love One Today has focused on reducing purchase barriers by telling the avocado’s nutrition story, starting with the benefits of good fats amid a challenging landscape of contradictory policy opinions, the release said.

In a 2023 Hass Avocado Board tracking study analyzing health professionals’ attitudes and awareness, 80% of surveyed registered dietitians now recommend avocados as a source of good fat to their clients, reflecting a 25% increase since 2013.

“For [10] years, Love One Today has been steadily improving public opinion and advocacy for the nutritional value of fresh avocados because the health benefits are a key purchase driver,” Gina Widjaja, senior director of marketing and communications for the Hass Avocado Board, said in the release. “The impact on demand as well as pop culture thanks to targeted programs for registered dietitians validates the approach and prompted successful campaigns focused on physicians and nurses who increasingly want to be more confident advising patients about nutrition.

“We are driven to keep supporting the industry by moving the conversation from avocados being a fad, party food to an invaluable investment in good health," Widjaja continued.

Love One Today works in partnership with the Avocado Nutrition Center, the Hass Avocado Board’s research resource dedicated to discovering and validating the role of fresh avocados in improving human health without bias, the release said.

“This year also marks the 10th anniversary of the first publication supported by the Avocado Nutrition Center,” Nikki Ford, senior director of nutrition for the Hass Avocado Board, said in the release. “After a decade of learning and nearly 50 peer-reviewed publications, passion still runs high to add to the growing body of evidence supporting avocado’s benefits on heart health, weight management, diabetes and healthy living across the lifespan.”