Supermarket Dietitians Share Their Love of California Avocados in Targeted Retailers
For shoppers, Supermarket Dietitians (SD) serve as a trusted resource for nutritional information and usage ideas — be it in the store, on social media, in print or on the television. To ensure consumers have a variety of California avocado recipes and information available to them, the California Avocado Commission (CAC) partners with targeted retail SDs on a wide range of promotional activities tailored specifically to each retailer and their customers. More importantly, the SD programs help direct shoppers to stores merchandising California avocados.
Raley’s stores hosted a month-long “Build a Better Barbecue with California Avocados” promotion targeting both consumers and team members. More than 1,100 Raley’s team members took part in a wellness recipe challenge using California avocados as a key ingredient; a similar consumer recipe contest reached more than 64,000 Raley’s shoppers. Participants in the Raley’s Leadership Summit for District and Store Managers sampled California avocado-centric dishes while learning more about the nutritional benefits of avocados and the hand grown process of nurturing and harvesting the fruit. The Raley’s SD also showcased California avocados as a source of “good fats” during a TV segment on Sac & Co that reached nearly 200,000 viewers.
For Father’s Day, Gelson’s hosted a family-friendly California Avocado Festival for 600 children. The kids enjoyed California avocado coloring pages and donned temporary tattoos while making guacamole and sushi for their dads. They then went home with a California avocado bumper sticker in hand. The chain also held a four-county children’s coloring contest during California Avocado Month and provided the winners with a CAC gift bag and a $25 American Express Card. The family-friendly events were shared on Gelson’s social media channels and more than 400,000 homes received a free coupon mailer celebrating California Avocado Month.
PCC Markets held two “Superfoods for Dudes” cooking classes that demonstrated the healthful benefits and the versatility of the fruit with a variety of California avocado recipes. As part of the California Avocado Month celebration, PCC featured the fruit in its June newsletter — which was sent to 58,000 homes — and named avocados as the Nutritionist Pick of the Month. PCC’s nutrition educator also served as a guest blogger for The Scoop with a post entitled “Top 5 Superfoods for Dudes.”
California avocados were the subject of a feature article entitled “Advocating for Avocados” in the summer issues of Kroger’s Live Naturally and Optimum Wellness magazines. The article, credited to CAC, provided readers with nutritional facts, information about how to select, ripen and handle avocados and a wide range of California avocado recipes including soup, muffins and cheesecake. More than 435,000 copies were distributed to 1,200 King Soopers, Fred Meyer, Ralph’s, Fry’s, Smith’s, QFC and Kroger stores in Atlanta, Cincinnati, Michigan and Texas.
Bristol Farm celebrated California avocados with two cooking classes: “Kids in the Kitchen: Dad’s Day BBQ” helped children plan the perfect Father’s Day grill-out session, while “Afternoon Tea” showcased light California avocado snacks perfect for entertaining.