IRVINE, CA—The Hass Avocado Board 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.

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.

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,” says Board executive director Emiliano Escobedo. “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.”