By Hass Avocado Board
MISSION VIEJO, Calif. – February is American Heart Month – a critical time to raise awareness about the importance of heart health and the harmful consequences if ignored. As part of its four-year collaboration, the Hass Avocado Board (HAB) is teaming up with the American Heart Association during American Heart Month to encourage Americans to consume the daily recommended servings of fruits and vegetables in an effort to improve the health of all Americans which is associated with a reduction in cardiovascular disease and stroke. American Heart Month comes on the heels of the U.S. Food and Drug Administration’s (FDA) announcement that raw fruits and vegetables – including fresh avocados – now qualify for the “Dietary Saturated Fat and Cholesterol and Risk of Coronary Heart Disease” health claim.
As part of its American Heart Month support, HAB via its Love One Today® program is implementing a three-pronged approach to target consumers, general market and Hispanic media and health professionals through a variety of tactics that will help create and promote heart-check certified recipes and highlight the health benefits of avocados. This includes a recipe contest hosted by the American Heart Association open to consumers and health professionals, and supporting influencer and traditional media relations.
- The Take Avocado To Heart recipe contest, open February 9 – 27, encourages consumer and health professional participants to submit their favorite original heart healthy avocado recipes for the chance to win a variety of prizes, including the grand prize of $1,000. The official contest hashtag is #AddAvocado. Entry information can be found at heart.org/avocadorecipecontest.
- Influencer relations will take the form of a blogger network partnership, intended to not only promote participation in the recipe contest, but generate additional avocado recipes that are Heart-Check certified by the American Heart Association. The recipes will be housed on LoveOneToday.com.
- Traditional media relations will be enhanced by American Heart Association Ambassador and Go Red For Women spokesperson, Chef Hamlet Garcia.
- Facebook, Instagram and other engaging platforms will be used to further drive the heart healthy discussion on HAB and the American Heart Association’s social channels.
“American Heart Month is an ideal time to reinforce our relationship with the American Heart Association. In doing so, we are supporting their Healthy for Good movement, which aims to inspire Americans to create lasting change for better health,” said Emiliano Escobedo, Executive Director of the Hass Avocado Board. “The efforts during the month of February clearly demonstrate our commitment to finding new ways to showcase how avocados can contribute to a healthy lifestyle, boost heart health and ultimately save lives.”
For more information about how fresh avocados can help keep your heart healthy, visit Love One Today.
About the Hass Avocado Board
The Hass Avocado Board (HAB) is an agriculture promotion group 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 HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Funding for HAB comes from Hass avocado producers and importers in the United States.
In 2010, HAB established a Nutrition Research program to increase awareness and improve understanding of the unique benefits of avocados to human health and nutrition. Fresh Hass avocados are a delicious, cholesterol-free, whole food source of naturally good fats. The Nutrition Research program is an integral part of Love One Today, HAB’s multi-year, science-based food and wellness education program. Love One Today encourages Americans to include fresh Hass avocados in everyday healthy eating plans to increase fruit and vegetable intake.