Investment to Redefine Avocado’s Value Paying Off as Wellness Trends Shift
To help equip the industry for growth, Hass Avocado Board (HAB) nutrition marketing campaigns strategically redefine the value of fresh avocados, continually elevating new context for the impact and worth of the fruit’s many nutritional benefits. Innovative partnerships, promotion of research, proactive media outreach and creative content work together year-round to drive advocacy and minimize consumption barriers.
Present trends in health and wellness align well with HAB’s marketing approach. As consumers emerge from the pandemic, Mintel, the world’s leading market intelligence agency, is monitoring a shift in the consumer mindset from a reactionary approach to wellness to a more preventative stance. Studies track that lingering stress and anxiety have left consumers actively seeking small, manageable changes that can support their long-term health goals.1
Our nutrition marketing programs successfully educate and engage influencers such as health professionals and media to promote fresh avocados as an everyday food choice that is not only delicious but also a smart investment in better health. By breaking down the science, campaigns amplify and contextualize the nutritional value of avocado so consumers can better compare benefits with other foods and make healthy choices. Creative content and media outreach materials pull from a robust library of digital resources on LoveOneToday.com and SaboreaUnoHoy.com and are always paired with easy, tasty recipes and tips to further inspire consumers to leverage avocado’s goodness daily to reduce risk factors and take the greater control over their health that they are looking for.
Visit LoveOneToday.com to explore the latest research, recipes, and informative articles. Content is organized around four key health pillar segments: heart health, weight management, type 2 diabetes and healthy living at every age to facilitate easy access to facts and resources to help health professionals and consumers love fresh avocados even more.
1. Mintel Health Management Trends Report, 2022
Other Happenings
From Awareness to Understanding: Why Health Messaging Still Matters for Driving Avocado Demand
Health remains the primary driver of avocado purchase, but awareness alone isn’t enough. HAB continues to build on this momentum—see why closing the gap is critical to driving everyday use.
HAB’s “Add Avocados to the Conversation” Campaign Aligns with Growing Nutrition Education Efforts
The new “Add avocados to the conversation” advertising campaign supports health professionals with science-based tools, making avocados an easy, trusted addition to nutrition conversations.
Cast Your Vote: HAB Election Ballots Have Been Sent
Your 2026 HAB Ballot Is Here—Make Your Vote Count. HAB elections are now open—check your inbox for your ballot and make your vote count in shaping the Board’s future. The deadline to submit your vote is Tuesday, May 26, 2026.
