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HASS AVOCADO BOARD AVOACTION NEWSLETTER - AvoAction Vol. VII, No. 5 |
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JOSE LUIS OBREGON RESIGNS FROM THE HASS AVOCADO BOARD TO HEAD FAMILY BUSINESS
Board begins search for replacement
After six successful years with the Hass Avocado Board, Executive Director Jose Luis Obregon left the Hass Avocado Board at the end of October to become president of IPR Fresh in Nogales, Ariz.
Obregon delayed his departure until the end of October to help complete projects in motion and to assist with planning for 2012. The HAB board of directors has begun a search for his successor.
Obregon has played a central role in the strategic direction, operation and management of HAB, while overseeing the ongoing development and implementation of its research and marketing programs. He has also served as the liaison between HAB and the avocado industry worldwide.
"It has been a privilege to serve HAB for the last six years and I greatly value the experience," said Obregon. "I look forward to new opportunities and would like to thank the board for its support."
Obregon oversaw successful marketing programs that promoted avocado consumption as the marketplace absorbed a record 1.4 billion pounds. He led several important marketing initiatives for the Hass Avocado industry to help drive consumption.
HAB has grown and become an independent, marketing and research association— helping to sustain prices even with record volume in the marketplace.
"We wish Jose Luis the best of luck in his endeavors," said Jim Donovan, chairman of the board. "He has played an important part in the growth of HAB, and he will be missed."
HASS AVOCADO BOARD'S PARTICIPATION IN ADA FNCE 2011 A SUCCESS
As part of its continued efforts to promote the nutritional benefits of avocados to healthcare professionals, the Hass Avocado Board again participated in the American Dietetic Association's Food & Nutrition Conference & Expo. The annual convention provided HAB with an opportunity to reach nutrition professionals and influencers who serve as conduits for communicating the health benefits of Hass Avocado to consumers.
The conference solidified HAB's commitment as the industry leader in Hass Avocado nutrition by promoting the nutritional aspects of the fruit to 8,000 registered dietitians and healthcare professionals. At the conference, HAB's booth served as a centralized hub of avocado resources, including participation by CAC, CAIA, and MHAIA, where attendees could learn about Hass Avocado key health benefits, receive resources to share with their clients and sample dishes featuring the fruit.
Attendees got to sample The Official Hass Avocado Board Guacamole, as well as unique usage recipes, including Gluten-Free Mini Avocado Spice Cupcakes, Vegan Chocolate Cake with Chocolate Avocado Icing and Avocado Banana Shake Shooters. In fact, FoodandHealth.com said the HAB booth, "featured the most innovative and tasty recipes of the whole show..."!
Registered dietitians and HAB nutrition spokespeople Mitzi Dulan and Kate Geagan engaged attendees at the booth, along with additional member association nutrition spokespeople. Each spokesperson spent time in the booth answering questions, as well as conducting book signing and recipe demonstrations.
HAB also sponsored a networking event with the Food & Culinary Professionals' Dietary Practice Group, which attracted approximately 100 top culinary RDs. As part of the sponsorship, Hass Avocado-centric recipes were served, including Tequila Glazed Fish Tacos with Fresh Avocado Salsa and Avocado Cheesecake Bites, both of which earned HAB the award for "Best Food" of the night.
AVOCADO DOLLAR SALES JUMP BY MORE THAN SIX PERCENT IN SUMMER WEEKS
Avocados were the number seven selling item in terms of retail dollars in the fruit category-- showing an increase versus prior year of more than six percent for the 13-week time frame ending July 17 despite double-digit volume declines due to lower supply in the market place. This dollar sales increase is particularly notable considering that the total fruit category declined by 0.65 percent during the same time frame. HAB regularly analyzes this syndicated data to keep tabs on how well the avocado category does compared to other fruits, and to evaluate the marketing programs' effectiveness.
CALIFORNIA AVOCADOS: UNPRECEDENTED RETURNS
Growers saw unprecedented returns during the California Avocado season. The California Avocado Commission continued to create awareness of their product with an effective marketing program that included consumer advertising, public relations and nutrition communications as well as online/social media and point-of-sale program coordination. A few highlights:
Avocados - a first great food for Avo Babies®
On Mother's Day (May 8) CAC launched a Facebook®-driven photo submission and voting contest called Avo Babies®. The contest ran through Father's Day (June 19) and encouraged California Avocado consumers to share pictures on Facebook® of their babies enjoying California Avocados. The contest was promoted in stores with special bin header cards, point-of-sale materials, social media, email and on the CAC classic and mobile websites. Renowned pediatricians Drs. Bill and Jim Sears provided information and nutrition tips about California Avocados as a great first solid food for babies.
The highly successful promotion netted over 290 qualified entries on Facebook® (nearly 400 total), over 30,000 Facebook® page visits during the promotional period, 7,872 contest votes and numerous real Avo Babies® stories shared on CAC's Facebook® page.
Copper River Salmon a Fine Catch for California Avocados
To encourage consumer demand by providing new and seasonal usage ideas, CAC and the Copper River/Prince William Sound Marketing Association teamed up for a joint promotion. CAC developed special recipes and nutrition copy points that were featured online, on POS materials and in a recipe booklet/brochure holder merchandised in produce and seafood departments in June and July.
A Tasty Trip to the Mediterranean
To support the Mediterranean Diet promotion— an educational program created to help consumers worldwide discover the nutritional benefits of Mediterranean foods— CAC partnered with Star ®Olive Oil and Cara Mia® Artichoke Hearts. Both ingredients fit well into the Mediterranean Diet with California Avocados.
As part of the promotion, the partners developed a joint coupon offer on the Cara Mia® Artichoke Hearts, along with an extra virgin olive oil (Star® bottle) "necker" brochure that featured information on the Mediterranean Diet and a call-to-action to get recipes on the CAC website. Over 13,000 people have since visited the website — with over 600 downloading a special brochure.
Click here to view the promotion*.
WEBINAR FEATURES BEST-SELLING AUTHOR CYNTHIA SASS, R.D.
Registered Dietitian Cynthia Sass, a New York Times® best-selling author and spokesperson for the Chilean Avocado Importers Association, was the featured guest in a webinar following the ADA FNCE.
Sass shared her take on top nutrition trends at the expo and fielded questions from webinar participants, including colleagues, educators and journalists. Among the trends she cited were foods good for both your inside and outside, such as honey and avocados, that can serve double duty as soothing facial masks; traditionally savory foods making their way into sweet combinations like avocado banana smoothies; and, the continued popularity of plant-based diets and meatless meals. Among her favorites is an Avocado Asian Black Bean Salad*.
"I'm grateful the Chilean Avocado Importers Association invited me to host a webinar to share what I learned at the expo and increase awareness and understanding of important nutrition trends," said Sass. As a guest at the Hass Avocado Board booth during the show, Sass talked about the health benefits of avocados, signed copies of her newly released book, Cinch! Conquer Cravings, Drop Pounds and Lose Inches, and encouraged attendees to enter an avocado facial photo contest.
To view the webinar in its entirety, please go to the CAIA website*.
THAT'S A REALLY BIG MEXICAN AVOCADO!
For the first time ever, Avocados from Mexico® were featured on the CBS Jumbotron on 42nd St. between 7th and 8th Ave in New York City. The fifteen-second spot ran once an hour, 18 times a day over a 47 day period in September and October— delivering a minimum of 846 total spots timed to launch the Big Hit® and "Taste the WOW!" Tour.
Mexican Hass Avocado Importers Association "Taste the WOW!" Tour Hits the Road Again
The MHAIA "Taste the WOW!" tour, a multi-city mobile marketing journey designed to introduce new and exciting ways to enjoy Avocados from Mexico®, hit the road again in August. The fall leg of the mobile tour works synergistically with the Big Hit® promotion, bringing the "Taste-mobile" to professional baseball stadiums and health and food events across the eastern United States.
With 10 stops reaching more than 100,000 consumers, the "Taste the WOW!" tour is supported by public relations, online marketing, social media and sampling.
MHAIA announces the tour stops on Facebook® and Twitter®, and attendees who check-in to the Taste-mobile on FourSquare® will receive a prize. Other PR activities includes registered dietitian outreach, blogger outreach and reader giveaways.
MHAIA Celebrates the Holidays with a Mexican Twist
This year, MHAIA encourages consumers to bring Avocados from Mexico® home for the holidays through a sweepstakes promotion, supported by an all-star cast of chefs including Rick Bayless, Roberto Santibañez and Iliana de la Vega. The sweepstakes will provide three lucky winners the chance to have a holiday meal— for family and friends— prepared by one of the chefs in the winner's home. In addition, the events will be filmed and crafted into short "webisodes" and shared with media and consumers in preparation for the holiday season. The sweepstakes will be live online at www.facebook.com/theamazingavocado*. Consumers also will find holiday recipe ideas and entertaining tips on both the Facebook® and theamazingavocado.com web pages.
Point-of-sales material will promote avocados and bring holiday cheer to the produce section at the store level. The program will be supported through a national print ad campaign featuring the sweepstakes, online marketing, social media and public relations. Each of the three chefs will serve as a spokesperson for traditional and social media outreach in the winners" local markets, as well as nationally. |
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