Mission Produce Launches New “Opt For Avo” Campaign
OXNARD, CA - Ingredient substitution is all the rage as home cooks continue finding creative ways to eat healthy. Mission Produce is capitalizing on this by launching Opt For Avo, a new health and lifestyle campaign designed to promote its premium avocados. The grower will be boosting the campaign via social media content, influencer partnerships with registered dietitians, in-store merchandising options, and digital media kits.
“In the wake of increasing focus on consumer health, we foresee this campaign as a timely movement to increase market penetration and overall avocado consumption,” Ross Wileman, Senior Vice President of Sales and Marketing at Mission, said. “More than educate on the nutritional benefits of avocados, we aim to ignite a consumer habit to use this superfood not only as a healthy substitute, but to ‘wow up your week’ and bring joy and happiness to every meal.”
In a survey of over 8,000 consumers, only 65 percent of participants associated avocados with healthy fats, despite a medium Hass avocado containing 18 grams of monounsaturated fats, according to the company’s press release.
The survey also reported that only 51 percent of consumers associated avocados with heart health, 36 percent considered them a good source of fiber, and 32 percent as immunity-boosting. However, by opting for avocado, consumers get 20 vitamins and minerals that are essential to a daily diet and associated with heart health, skin health, weight management, and increased satiety, the press release continued.
“Avocados are a delicious and easy way to add in more nutrients to your day,” May Zhu, Registered Dietitian-Nutritionist and Founder of Nutrition Happens, said. “They’re packed with heart-healthy monounsaturated fats that can help fat-soluble nutrients like vitamin A, D, E, and K absorb better in the body. Research shows that the healthy fats found in avocados have a cholesterol-lowering effect when substituted for sources of saturated fat.”
As part of an overall healthy lifestyle, avocados can be substituted 1:1 for butter, margarine, cheese, mayonnaise, sour cream, and more.
“We’re excited to have May as one of our key partners to help us encourage consumers to ‘dazzle up their day’ with happy and healthy moments with avocados.” Denise Junqueiro, Senior Director of Marketing and Communications at Mission, said. “We’re leaning on data and science to drive our Opt For Avo campaign forward. There is significant opportunity to give consumers more reasons to integrate avocados into a healthy lifestyle and get their ‘daily dose of delicious.’”
As we all continue to pursue health and wellness in the form of fresh produce, the team at ANUK will be here keeping you up to date.