Hass Avocado Board selects CRT/tanaka as Agency of Record

The Hass Avocado Board (HAB) Executive Director Emiliano Escobedo today announced that it has retained CRT/tanaka as the Agency of Record, after an in-depth Request for Proposal review and selection process. CRT/tanaka will work with HAB to provide strategic public relations programs as part of the Board’s new marketing communications strategy for Hass Avocados, which is focused on communicating the health benefits of avocados and driving avocado consumption in the United States.

“We are delighted to be given this opportunity to work for the Hass avocado industry to help them meet the challenges of today’s marketplace,” said Ellen LaNicca Albanese, CRT/tanaka executive vice president. “While the Hass Avocado Board is a new client for us, supporting the produce industry, commodity boards and USDA check-off programs are not. We have one of the strongest, most experienced teams of food professionals, including food experts, writers and publicists and registered dietitians who will enable us to address the needs of the avocado industry.”

In close coordination with HAB’s team of agency partners, CRT/tanaka will provide strategic support including media relations to raise awareness about the nutritional attributes and health benefits of Hass avocados, based primarily on the results of the Board’s ambitious nutrition research initiatives.

Currently, there are several studies in progress and more on the way with a focus on four pillars: Heart Health, Weight Management, Type 2 Diabetes and Healthy Living.

“Nutrition and health continue to be an important food purchase driver,” Escobedo said. “The research results will provide our media relations program with a continuous flow of good news about the benefits of avocados and give consumers more reasons to buy them. We look forward to working with CRT/tanaka to help us elevate our public relations programs as we provide industry leadership in this area and further leverage the marketing strength of the collective member associations.”

For more information:
Alyson Campbell
CRT/Tanaka
Tel: +1 646 218 6037
acampbell@crt-tanaka.com