As part of its presence at the Academy of Nutrition & Dietetics’ annual Food & Nutrition Conference & Expo Oct. 19-22, the Hass Avocado Board announced its new graphic mark and marketing campaign — Love One Today — a new, multi-year science-based food and wellness education program to the more than 8,500 health professional community in attendance.
The Love One Today program encourages Americans to include fresh Hass avocados in everyday healthy-eating plans to help increase fruit and vegetable intake and as a delicious, cholesterol-free, whole food source of naturally good fats.
In addition to highlighting this new program, HAB continued to emphasize its nutrition research and marketing program through various events and activities. Since 2011 HAB has made a significant investment in nutrition research with several studies in progress, and more on the way focusing on four key pillars: heart health, weight management, type 2 diabetes, and healthy living. This research was highlighted during the second annual Hass Avocado Science Spa event, and during an educational session that took place at the conference.
The HASS event is an invite-only gathering of the leading media-focused registered dietitians in America. HAB officially launched the Love One Today program at this event and shared a newly created health professional video that captures the essence of this program.
“HAB’s presence at FNCE provided a great opportunity to update health professionals and influencers on the progress of our nutrition research program and heighten awareness of the many nutritional benefits of avocados,” Emiliano Escobedo, executive director of the Hass Avocado Board, said in a press release.
HAB also unveiled a newly designed and constructed booth, featuring 72 images of avocados and recipes that communicate the Love One Today brand. The new booth, including an open-air kitchen and living room space, hosted many events throughout the conference, including “Meet the Researcher” sessions and book signings with Stephen Pratt as well as Julie Upton and Katherine Brooking.
Attendees of FNCE also enjoyed a variety of interactive events and activities, including a photo booth, daily food samplings featuring avocados and multiple in-booth social media giveaways for branded Love One Today merchandise. Also at the conference, HAB announced the grand prize winner and runners-up of the Registered Dietitian contest for members of the Academy of Nutrition & Dietetics who submitted their favorite original recipe that replaced the naturally good fats in fresh avocados in place of saturated fats. Each of the contest winners received a paid trip to the conference and cash prizes.
The Hass Avocado Board encourages and invites the industry and its affiliates to join and learn more about the multi-year, nutrition-driven Love One Today program by visiting its website: www.HassAvocadoBoard.com/LoveOneToday.
Additionally, three researchers conducting studies on behalf of HAB shared updates on their avocado studies. Penny Kris-Etherton of Pennsylvania State University spoke about her research investigating the relationship between fresh avocado consumption and risk factors for cardiovascular disease. Joan Sabate of Loma Linda University said a few words about his research on avocados' potential role in weight management and diabetes, and Jessica Cooperstone of Ohio State University shared an update on research she is conducting with Steven Schwartz on the avocados' ability to enhance nutrient absorption.
Kris-Etherton also participated in the educational session, “Translating the Latest Science on the Role of Unsaturated Fats in Food for Heart and Stroke Risk Reduction into Everyday Practice,” where she discussed the role avocados can play when implementing the Mediterranean diet in the U.S., among other topics. Kris-Etherton discussed how avocados can help increase Americans’ fruit and vegetable, and unsaturated fat intakes to levels that match traditional Mediterranean diets.