Hass Avocado Board Selects CRT/tanaka as Agency of Record
IRVINE, Calif., Nov. 19, 2012 /PRNewswire/ — 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.”
CRT/tanaka is an award-winning public relations and marketing firm known for its whatcanbe(SM )workplace culture and approach to business. Headquartered in Richmond, Va., and New York, with offices in Los Angeles, Washington, D.C. and Norfolk, Va., CRT/tanaka features four integrated specialties – Food/Beverage/Nutrition, Health/Healthy Lifestyle, Consumer and Corporate/B2B. The agency has been recognized with more than 350 national and regional awards for its strategic counsel, creativity, workplace culture and community service. Food/Beverage/Nutrition clients include the U.S. Highbush Blueberry Council, the Consorzio del Prosciutto di Parma, the North Carolina Sweet Potato Commission, the Federation of Quebec Maple Syrup Producers, Florida Supersweet Corn, Duda Farm Fresh Foods, Hass Avocado Board and the Wines from Rioja (Spain). More information about CRT/tanaka is available at www.crt-tanaka.com.
About the Hass Avocado Board
The Hass Avocado Board (HAB) was established in 2002 to promote the consumption of Hass Avocados in the United States. A 12-member board representing domestic producers and importers of Hass Avocados directs the HAB’s promotion, research and information programs under supervision of the United States Department of Agriculture. Hass Avocados are grown in California and imported into the U.S. from Mexico, Chile, Peru, Dominican Republic and New Zealand.