The California Avocado Commission and the Copper River Salmon-Prince William Sound Marketing Association have partnered for a promotion that aims to encourage consumer demand for avocados and wild salmon through innovative usage ideas, recipes and joint point-of-sale materials.
The two groups developed retail point-of-sale materials, including a recipe booklet that can be merchandised in produce and seafood departments. The booklet features creative combinations of the two products including lomi lomi salmon in a California avocado half and sautéed wild Copper River salmon with California avocado, tomato and mango salad.
“The Copper River salmon season synchronizes very well with peak availability and quality of California avocados, and the two products share similar nutritional benefits and target markets,” Jan DeLyser, the avocado commission’s vice president of marketing, said in a June 28 press release. “This co-marketing promotion supports CAC’s strategy of emphasizing the window of opportunity for premium California avocados.”
Public relations outreach and on-line advertising efforts will support the program, and both organizations are promoting the recipes and usage ideas on CaliforniaAvocado.com and CopperRiverSalmon.org.
Mailings with product sampling, recipes and nutrition information are being sent to key bloggers and food writers, and coordinated posts on Facebook and Twitter aim to broaden the reach of the campaign.
In anticipation of the brands’ seasons and the joint program, early in the season, the avocado commission and Copper River sent foodservice editors a personal cooler pack with samples and a product release featuring culinary usage ideas that received very positive feedback.
The two groups are disseminating nutrition news as part of the program, including information about how the heart-healthy good fats found in California avocados and the omega 3 fatty acids in Copper River salmon may help reduce the risk of heart disease, the leading cause of death in the United States. To help lower the risk of developing cardiovascular disease, the American Heart Association recommends consuming a diet rich in fruits and vegetables and consuming fish, especially oily fish, at least twice a week. California avocados and Copper River Salmon help consumers follow that advice while helping them meet the Dietary Guidelines for Americans 2010 recommendation to reduce sodium intake, which also helps keep blood pressure low. Avocados are sodium-free, and a serving of salmon contains 60 mg of sodium.