Hass Avocado Board Unveils Nutrition-Driven Marketing Platform

Love One Today™ Positioning and Mark Created to Support Industry’s Communication Programs

IRVINE, Calif. (Aug. 12, 2013)– The Hass Avocado Board (HAB) today announced a new, multi-year, science-based, food and wellness education program: Love One Today™. This program encourages Americans to include fresh Hass avocados in everyday healthy eating plans to help increase fruit and vegetable intake and as a delicious, cholesterol-free, whole food source of naturally good fats. The graphic mark and marketing campaign debut at the Academy of Nutrition and Dietetics’ annual Food and Nutrition Conference and Expo (FNCE) to be held Oct. 19-22 in Houston. The campaign will be rolled out broadly to health professionals and consumers in the fall through multiple program activations.

The Love One Today positioning was selected by HAB after concept testing with consumers earlier in the year. Brought to life visually as a distinctive mark with the words “fresh avocados” and nutrition benefit messages “naturally good fats + cholesterol free,” Love One Today is designed to provide a clear and simple unifying nutrition message and call to action to target audiences.

The Love One Today graphic mark is envisioned to be complementary to the marketing materials of HAB member organizations, retailers and foodservice operators. The industry is encouraged to learn more about it and use the mark to promote the nutritional benefits of fresh Hass avocados. For more information, visit hassavocadoboard.com/loveonetoday.

The Love One Today program is featured on loveonetoday.com for health professionals. It will also be supported through targeted outreach to the health professional/registered dietitian community and a recipe contest for dietitians who are part of the dietary practice groups in the Academy of Nutrition and Dietetics; a consumer public relations campaign; social media; trade advertising; and a Spanish version of the Love One Today website with resources.

HAB provides industry members and stakeholders with resources that they can use in their day-to-day business operations including retail data research, consumer usage and attitudes research via semiannual tracking studies and consumer insights available at hassavocadoboard.com.

About the Hass Avocado Board

The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass Avocados in the United States. A 12-member board representing domestic producers and importers of Hass Avocados directs the HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass Avocados are grown in California and imported into the US from Mexico, Chile, Peru, Dominican Republic and New Zealand.