Commission’s Partnership with Hy-Vee Retail Dietitians Inspires and Informs Consumers
Retail dietitians are natural promoters of produce who play a critical role in moving fruits and vegetables at the point of sale by sharing nutritional information, usage ideas and recipes. Over the past several years, the California Avocado Commission has worked closely with these credentialed third-party advocates to share key California avocado messaging. These efforts have contributed to the Commission becoming a respected go-to resource for information and inspiration about everything California avocados. Further, these partnerships align with and support Retail Marketing Directors’ promotions, helping encourage demand, preference and loyalty for the Golden State fruit.
This year one of CAC’s retail dietitian partnerships was with Hy-Vee. From April through June, the retail chain collaborated with the Commission to host retail dietitian activities that showcased California avocado nutrition highlights, recipes, usage and versatility ideas via digital, television, point-of-sale materials and in-person outreach efforts.
The Commission sponsored the month-long “A1c Screening Tour” supported by a network of 43 Hy-Vee retail dietitians. The initiative shared California avocado messaging on individual store social media platforms, the newly established @hyveehealth handle on Instagram and Facebook and the retailer’s website and enewsletter. In-store efforts included signage identifying California avocados as the “Dietitian Pick-of-the-Month,” one-on-one customer appointments with Hy-Vee’s retail dietitians and store tours/classes. Rounding out the program were several local market television segments demonstrating California avocados can be enjoyed as part of a diabetic-friendly diet.
The Commission also hosted a “Virtual Lunch Cook Along” for Hy-Vee dietitians. During the session CAC Living Well Brand Advocate Manuel Villacorta prepared his Roasted Vegetable Pasta with Avocado Pesto Sauce while providing nutrition, handling and usage tips and responding to participants questions. Zac Benedict, CAC’s online marketing director, also participated in the virtual session and provided helpful information on topics ranging from ice cream to the proper way to cut a California avocado. Throughout the event, Hy-Vee’s retail dietitians shared their meal preparation progress on their social media platforms as well as @hyveehealth.
By leveraging third-party advocates, the Commission is able to reach targeted consumers and support key retailers carrying California avocados in season. By sharing “why California avocado” messages with their customers, retail dietitians help drive retail purchases of California avocados during peak season.