IRVINE, CA - It’s a no-brainer that avocados and nutrition go hand in hand. Working with supermarket dietitians (SD), nutritionists, and wellness advisors, the California Avocado Commission (CAC) is supplementing traditional marketing tactics with customized health and wellness initiatives in its retail promotions.
“Supermarket dietitians play a vital role in communicating avocado nutrition news in a way that is credible to shoppers,” said Jan DeLyser, CAC Vice President of Marketing. “The Commission works closely with dietitians to tailor programs that support the California avocado season and disseminate powerful messages about avocado nutrition.”
Men’s Health Month took place in June, the same as California Avocado Month. According to a press relaese, it was natural for CAC to participate in a month-long men’s health initiative promotion with Midwest grocery retailer Hy-Vee. Working with Julie McMillin, RD, LD, Assistant Vice President, Retail Dietetics, Northern Region; and Stacey Loftus, RD, LD, Assistant Vice President, Retail Dietetics, Southern Region, the Commission sponsored Hy-Vee’s Healthy You Mobile program.
Nine Healthy You Mobiles went to multiple Hy-Vee locations in June and conducted PSA screening tests. California avocado videos could be seen on mobile monitors throughout the program, and promotional material was distributed to shoppers. Digital and social support, as well as in-store signage and other SD activities rounded out the promotion.
Also in June, Gelson’s Staff Nutritionist, Sarah Wright, joined the Commission for its California Avocado Grove Tour weekend. The tour included visits to a California avocado grove, a state-of-the-art packing house, and samplings of myriad California avocado recipes created by local chefs.
At Raley’s, California avocados were part of a month-long wellness focus for all Raley’s team members, designed by Raley’s Wellbeing Ambassador Jennifer Hood. Nutritional education focused on gut health and California avocados being a good source of fiber. CAC recipe booklets were distributed, which featured recipes certified by the American Heart Association®.
A CAC program at Albertsons stores in California, Idaho, and Montana was developed in cooperation with Elaine Magee, MPH, RD, Wellness Services Corporate Dietitian for Albertsons. The program featured in-store demonstrations with recipes developed by Magee as well as giveaways and California avocado handouts with recipes, tips, and nutrition messaging.
“With a lot of promotional activity and warmer weather than expected for July, California avocado harvesting is going at full speed,” concluded DeLyser.
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