Commission’s Living Well Brand Advocates Communicate How California Avocados Contribute to Health and Well-Being
As we continue to recover from the COVID-19 pandemic, consumers are more interested than ever in their own health and well-being. To tap into that interest and capitalize on emerging food trends, the California Avocado Commission partnered with six Living Well Brand Advocates to develop new recipes, website content and social media posts that promote the seasonal availability of premium California avocados and the role they can play in a variety of lifestyles and diets. The content provided useful information, tips and recipes that are nutritious, delicious and easy to prepare.
Each of the third-party advocates served as a trusted and credible resource for consumers, sharing stories about their own love of California avocados, crafting unique recipes for a variety of lifestyles and building awareness of the fruit’s seasonal availability. To date, the new recipes, social media posts, blog posts and television appearances have generated approximately 1 million impressions.
Each of the advocates worked pre- and early-season to develop recipes for the Commission and create rich, engaging content for consumers. The Commission worked with the advocates to develop themes for each individual that complemented their specialties and interests.
Bonnie Taub-Dix, M, RDN, CDN focused on Meal Prep Sundays with a two-prong campaign including an article for the California avocado consumer website and an Instagram story about Easy Meal-prep Sunday Hacks. Appealing to busy, budget-conscious consumers, Bonnie focused on the benefits of preparing meals in advance by demonstrating how to make her delicious, nutritious, homemade Stuffed California Avocados with Mediterranean Salmon and turn it into two additional meals for later in the week.
With two recently published cookbooks, InstantPot® Cookbook for Dummies and Air Fryer Cookbook for Dummies, Culinary Dietitian Wendy Jo Peterson, MS, RDN flexed her culinary creativity by creating two California avocado recipes that used popular multicooker appliances — Turkey and Avocado Larb Lettuce Wraps and Air Fried Avocado Egg Cups with Sriracha Yogurt Cream. Her recipes and how-to tips were featured in an informative article on CaliforniaAvocado.com, and were promoted across all of her social media platforms, including a seven-post Twitter campaign. She also celebrated California Avocado Month with an Instagram post featuring her California avocado-centric recipes.
Culinary Expert Patty Mastracco appeared on Fresno’s KPMH26 FOX TV Great Day Fresno and Sacramento-Stockton-Modesto’s KTXL-FOX 40 News at 9 am during Family Cooking segments where she featured her California Avocado, Zucchini and Cheddar Waffles and Crispy California Avocado Potato Tots recipes. Her know-how in the kitchen makes her the ideal advocate to address cooking together as a family and encouraging people of all ages to help out in the kitchen. Her meal planning expertise and passion for entertaining infused both her TV appearances, during which she also talked about the benefits of California avocados and provided nutrition information.
Manuel Villacorta, MS, RDN, showcased meat and veggie meals with a Facebook Live event where he prepared California Avocado Veggie-Packed Meatloaf, a comfort food “go-to” that he made nutritious and delicious with the addition of fresh California avocado and several veggies. He also shared the recipe preparation video on his YouTube and social media channels.
Manuel Villacorta joined Liz Shaw, MS, RDN, CLT, CPT for some California avocado-themed fun during the first ever “California Avocado Mystery Box Face-Off.” These personable and creative culinary experts captured consumers’ attention by each sharing a California avocado-themed recipe they created using surprise ingredients sent to one another during Manuel’s Facebook Live Show, “The Caliente Kitchen.” The entertaining and informative face-off video also was shared on YouTube.