The Hass Avocado Board (HAB) has teamed up with the American Heart Association for the month of February, American Heart Month, to encourage Americans to consume the daily recommended servings of fruits and vegetables.
The collaboration is an effort to improve the health of all Americans with a reduction in cardiovascular disease and stroke. American Heart Month comes on the heels of the U.S. Food and Drug Administration’s (FDA) announcement that raw fruits and vegetables – including fresh avocados – now qualify for the “Dietary Saturated Fat and Cholesterol and Risk of Coronary Heart Disease” health claim.
As part of its American Heart Month support, HAB is implementing its Love One Today program, a three-pronged approach targeting consumers, general market and Hispanic media and health professionals through a variety of tactics to help create and promote heart-check certified recipes and highlight avocados' health benefits. The program includes a recipe contest hosted by the American Heart Association open to consumers and health professionals, and supporting influencer and traditional media relations.
They will also host a contest which encourages consumer and health professional participants to submit their favorite original heart-healthy avocado recipes for the chance to win a variety of prizes, including the grand prize of $1,000. Winners will also have their recipes featured on the company's website.
"American Heart Month is an ideal time to reinforce our relationship with the American Heart Association. In doing so, we are supporting their Healthy for Good movement, which aims to inspire Americans to create lasting change for better health,” says Emiliano Escobedo, Executive Director of the Hass Avocado Board. “The efforts during the month of February clearly demonstrate our commitment to finding new ways to showcase how avocados can contribute to a healthy lifestyle, boost heart health and ultimately save lives.”
source: groceryheadquarters.com