Three-time Super Bowl Champion Shannon Sharpe to Serve as Program Spokesperson

IRVINE, Calif. (January 6, 2009) - Big Game Day is one of the largest consumption days of the year for Hass avocados, with the Hass Avocado Board (HAB) estimating that fans will eat 46.3 million pounds of the fruit during this year's Big Game Day parties. To encourage consumer purchases of avocados during this key sales period, HAB is implementing a multi-platform marketing campaign that highlights how Hass avocados can be incorporated into Big Game Day party menus.

"With more than 92 million avocados expected to be consumed during Big Game Day festivities, this is a key promotional event for Hass avocados," said Jose Luis Obregon, managing director of HAB. "From 2004 to 2008, the volume sales of Hass avocados increased by 47 percent in the weeks leading up to the Big Game. The Hass Avocado Board's 2009 Big Game Day marketing efforts further encourage consumer sales of the fruit, by reaching consumers at multiple touch points and supporting retail and foodservice operator's promotional tools."

For this year's Big Game Day campaign, HAB has partnered with former NFL great and three-time Super Bowl champion Shannon Sharpe, who will serve as the official spokesperson for the program. Sharpe has worked with HAB to develop a signature guacamole recipe - Shannon Sharpe's Smokin' Hot Guacamole - that is being distributed to consumer media nationwide. On behalf of HAB, he also will participate in interviews with top-tier sports media on-site in Tampa (the location of Big Game Day) in the days leading up to the championship game.

Sharpe's involvement with HAB will be promoted not only through the media, but also on the HAB consumer Web site, avocadocentral.com. The site will serve as a resource for consumers planning their Big Game Day parties and will feature Sharpe's guacamole recipe, an audio greeting from Sharpe and a "Hass Time" sweepstakes where consumers will be asked to submit videos of their favorite game day recipes, half time antics or tailgating experiences for a chance to win one of 10 footballs signed by the football legend.

The HAB Big Game Day initiative also includes a comprehensive television advertising flight airing on the Food Network. The game day-themed ads offer unique suggestions on how to use Hass avocados as part of Big Game menus and highlight the nutritional benefits of the fruit.

HAB will also be reaching out to the retail industry to offer support for Big Game Day promotions. Throughout January, HAB is offering Big Game Day-themed point-of-sale materials that retailers can order at avohq.com/POS_Order_Form.

To encourage foodservice operators to incorporate Hass avocados into their menus leading up to Big Game Day, HAB is also conducting a separate outreach effort aimed at key foodservice media. The effort includes a Big Game Day-focused press release offering foodservice operators ideas on menu items that tie into the Big Game Day time period. Point-of-service materials and information perfect for foodservice game day promotions are also available on the HAB foodservice site avocadocentral.com/foodservice.

About the Hass Avocado Board
The Hass Avocado Board (HAB) was established in 2002 after approval by producers and importers of Hass avocados in a national referendum. A 12-member Board administers the program. Over 20,000 producers and 100 importers are involved in HAB, which covers fresh domestic and imported Hass avocados sold in the U.S. market.

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