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."
About CRT/tanaka
CRT/tanaka is an award-winning
public relations and marketing firm known for its
whatcanbeSM 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.
Contact:
Alyson Campbell
646.218.6037
acampbell@crt-tanaka.com
SOURCE CRT/tanaka