You may soon be buying your health insurance at Avocado. That’s right, the California Health Benefit Exchange is looking for a catchy name for its new online health insurance marketplace or at least one that is not such a mouthful (no pun intended) as its institutional name. Exchange board members, will pick a name next month and its staff and consultants are sorting through suggestions as we speak. They are looking for a brand that will generate some buzz.

The name Avocado along with its suggested tag line - A uniquely California approach to affordable healthcare - was one possibility presented at the Exchange board meeting last week. Exchange board member, Kim Belshe said, “I am drawn to avocado.” Ms. Belshe is brilliant, so this makes one wonder if she was joking or perhaps it really is the right name. “I think it would be fantastic and I hope they pick it,” said Lee Cole, CEO of Calavo Growers Inc. in Santa Paula, the state’s biggest avocado producer. “Avocados are probably one of the healthiest foods around and they certainly have a distinct California flavor”.

Another name being considered is CaliHealth a favorite of Diana Dooley, Exchange Chairwoman and Secretary of California’s Health and Human Services agency. She thought CaliHealth might appeal to younger consumers. HealthHub is also favored by Sec. Dooley.

A huge marketing campaign for the newly-named Exchange is scheduled to launch in January 2013.

President Obama and other Democrats have embraced the term “ObamaCare,” which frequently has been used in a negative manner by the law’s opponents. Obama first used the term in the summer of 2011, telling supporters during a Midwest bus tour, “I have no problem with folks saying ObamaCares.” During a more recent campaign speech in Texas, Obama said, “You know what? They’re right. I do care.” Vice President Biden also used the term in a recent fundraising email to supporters.

President Obama increasingly has embraced the Affordable Care Act (ACA) as part of his re-election campaign following the Supreme Court’s decision in June to uphold the law. The campaign has viewed the favorable ruling as a second chance to promote the ACA, even though voters remain divided on the law.

The campaign’s strategy is to promote the most popular parts of the law — such as the provision that allows young adults to remain on their parents’ insurance plans up to age 26 — while targeting its messages to key voting groups, such as women and Hispanics. Obama’s re-election campaign also is airing television advertisements in eight highly contested states that highlight presumptive Republican presidential nominee Mitt Romney’s opposition to the law’s contraception coverage rules.