Expanding Our Reach: Influencer Partnerships Help Communicate the Versatility and Health Benefits of Avocados

More than half (54%) of Americans have come across food or nutrition content on social media, an increase from 42% in 2023, according to the 2024 International Food Information Council Food & Health Survey and only 15% trust that content “a lot”. Adding credible information to these online conversations and easy, nutritious recipe ideas to put the science into practice is key to the Hass Avocado Board’s (HAB) social media influencer program.

With thousands of food and nutrition influencers on social media platforms, a content creator profile was developed to refine our approach and prioritize partnerships with those who create approachable and realistic health-forward content promoting a healthy lifestyle to reach our General and Hispanic target audiences. Each month, the Hass Avocado Board collaborates with creators who craft social media posts that connect with their followers while integrating messages about the versatility of avocados and research from one of our four health pillars – heart health, weight management, type 2 diabetes management and healthy living at any age.

As a result of our influencer program, launched in 2024, we have partnered with over 40 content creators showcasing avocados as an easy and impactful way to put Food is Medicine into practice, which has been seen by more than two million people.

The 2025 strategy for influencer partnerships is grounded in authenticity and addressing barriers to avocado consumption and reasons to love them even more. By collaborating with trusted voices who align with our mission, we can reach more people with meaningful content that highlights the value of avocados.