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KEY PERFORMANCE INDICATORS – April (Updated 4/29/13)
$0.99
Average Selling Price Category Average Selling Price per Unit for the 4-weeks ending 4/21/2013
23
Foodservice Chain Promotions 23 foodservice chain promotions are scheduled for 2013
90 Million
Consumer Advertising Impressions 90 million impressions have been secured through April 2013
175,116 Facebook Fans
5% increase month over month with Facebook Advertising now running 29k over 2012 goal!
132 Million
Consumer PR Impressions Media coverage secured with broadcast and online media outlets through April 2013
3.0 Million
Retail Trade Advertising & PR* Impressions Total impressions in November 2012 – April 2013 *PR includes Circ. Figures only
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REVENUE – Crop Movement and Measures
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REVENUE – Crop Movement and Measures
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REVENUE – Crop Movement and Measures
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Apr-2013
Variance
REVENUE – Retail Sales and Volume RETAIL California Season Volume (Unit) Dollars Avg. Selling Price/Unit RETAIL California Season Volume (Unit) Dollars Avg. Selling Price/Unit RETAIL Non-California Season Volume (Unit) Dollars Avg. Selling Price/Unit
Apr-2012
4-wks ending 4/22/2012
4-wks ending 4/21/2013
92,961,731 $95,005,435 $1.02
Apr-Sep 2011
109,067,401 $108,446,805 $0.99
Apr-Sep 2012
423,963,066 $614,741,549 $1.45
Oct11-Mar12
660,787,790 $701,899,419 $1.06
Oct12-Mar13
521,857,472 $530,665,125 $1.02
Note: retail data is through week ending April 21, 2013
605,741,819 $583,919,438 $0.96
+21.0% +7.4% -4.3%
Variance 55.9% 14.1% -26.7%
Variance +16.1% +10.0% -5.2%
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REVENUE – California Season Retail Price Premium
Avg. Retail Price $1.06
Avg. Retail Price $0.96
Avg. Retail Price $0.99
Off Season California “season” Apr – Sep 2012
Start of California “season”
Oct 2012 – Mar 2013
Apr 2013
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CONSUMER ADVERTISING – 90 million impressions have been achieved so far this year through April Nearly 70 million impressions were generated in April
CAC Monthly Impressions April 2013 Media National Display Regional PPC GM Radio In-Store Radio Total:
Total Impressions 3,946,424 5,986,226 20,306,000 39,450,000 69,688,650
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CONSUMER ADVERTISING – Online display banners were
featured promoting the California Avocado on Toast 3 Ways
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CONSUMER ADVERTISING – Messaging promoting that all
avocados are not created equal was featured on mobile phones through Pandora
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CONSUMER PUBLIC RELATIONS – News Bureau • Fulfilled ongoing reactive requests by media covering California Avocados • Developed and distributed season opener press release featuring California Avocado recipes created by artisan chef partner Neal Fraser • Developed all recipes and corresponding photography for media efforts for the upcoming season • Coordinated long-lead magazine coverage of California Avocados, including placements in Everyday with Rachael Ray, Real Simple, Sunset and Eating Well
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CONSUMER PUBLIC RELATIONS – Blogger Ambassadors
• Developed a blogger ambassador program, with four influential bloggers developing monthly California Avocado recipe posts on their blogs through the season • Ambassadors include: Kristen Doyle, Dine and Dish; Dara Michalski, Cookin’ Canuck; Rachael Matthews, A Southern Fairy Tale; and Shawn Syphus, I Wash You Dry
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CONSUMER PUBLIC RELATIONS – Artisan Chef
Foodservice
• Coordinated a media “breakfast for dinner” event with artisan chef partner Neal Fraser at his restaurant, BLD, in Los Angeles • Nearly 30 media were in attendance, including NBCLA.com, LAist.com and bloggers La Fuji Mama and Average Betty • Secured more than 400,000 media impressions
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CONSUMER PUBLIC RELATIONS – Grove Media Tour
• Conducted a farm to fork grove tour for key media at Pinkerton Ranch • Fifteen media enjoyed an avocado-centric brunch at the Pinkerton’s house, followed by tours of the avocado grove and a packing house • Coverage from the event resulting in more than 1 million media impressions
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CONSUMER PUBLIC RELATIONS – Blogger Conference
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• Served as the main sponsor of the Big Traveling Potluck blogger conference, where CAC interacted with 100 influential food bloggers over three days • Conference was held at a facility in Murrieta with a California avocado grove – attendees received a tour of the grove • Coordinated an avocado-centric meal for all attendees, during which chef Mary Sue Milliken did a cooking demonstration of several of the courses
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ONLINE – Web, Social Media and Email Overview Consumer Website
Social Media
• • • •
# of Visits: 155,816 (6% decrease YoY) Page Views/Visit: 2.31 (8% decrease YoY) Time on site: 2:08 (9% increase YoY) Top Content: 1. Nutrition (13% of visits) 2. Grow your own tree (8% of visits) 3. Home page (7% of visits) • MyRecipes Sign-ups: 366 (139% increase YoY) • Recipe shares: 276 (9% decrease YoY) • Shared Click-backs: 18% (24% decrease YoY)
• Facebook (advertising running):
− Total fans: 175,116 (10% increase MoM) − Impressions: 39,735,100 (679% increase MoM − Average engagements per post: 49,624 (166% increase MoM)
− Total followers: 5,519 (5% increase MoM) − Retweets: 149 (8% decrease MoM)
• YouTube
− Views: 2,944 (7% increase MoM) − New subscribers: 9 (29% increase)
− Followers: 6,957 (106% increase MoM) − Likes: 12,296 (129% increase MoM)
Mobile site • # of Visits: 17,195 (13% increase YoY) • Page Views/Visit: 1.93 (4% increase YoY) • Top Content: 1. Wake up to Breakfast (37% of visits) 2. Home page (30%) 3. How to Choose and Use (4% of visits)
Email • • • •
# of Subscribers sent: 177,335 Sign-ups from Website: 911 Open Rate: 18% Click through rate: 22%
*Note: YoY – Year over Year / MoM – Month over Month
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RETAIL – Retail Meetings Corporate Accounts
(GFS)
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RETAIL – Feature Ads • 43 ads featured California Avocados from November 2012 – April 2013
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RETAIL – Merchandising 565 Retail Display Bins shipped through April 2013
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RETAIL – Point-of Sale Materials CAC has sent the following Point-of-Sale Materials to retailers from November 2012 through April 2013: • • • • •
Over 155 POS Cards Over 4 Recipe Tear Pads Over 6 Ripe Sticker Rolls Over 37 Avocado Danglers Over 215 Recipe Brochures
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RETAIL – Trade Public Relations Coverage • Total positive direct CAC trade press circulation = 470,211 for the month of April
• Total year-to-date positive direct CAC trade press circulation: 1,509,248
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RETAIL – Trade Public Relations – Breakfast Promotion
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RETAIL – Trade Public Relations Coverage, cont.
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RETAIL – Trade Public Relations & Advertising Coverage CAC Retail Trade Impressions Through April 2013 Type
Total Impressions
Retail Trade Public Relations*
1,509,248
Retail Trade Advertising**
1,450,457
Total Combined Coverage
2,959,705
*Impressions do not include pass along readership **Impressions include Circulation per ad x 1.5 for print publications only
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RETAIL – Retail Communications Oldways Supermarket Dietitian Leadership Symposium The 2013 Oldways Supermarket Dietitian Leadership Symposium attracted 85 of the nation’s top dietitians, food experts and industry leaders, including 45 invited supermarket dietitians. CAC’s presentation, Get the Scoop on California Avocados, was developed by Michelle Dudash, R.D., Angela Fraser and PJ/PR and comprised the following: Peak Season/when California Avocados would be in stores • Nutrition information/nutrition label information • Wake up to Breakfast with California Avocados for Breakfast program information • Versatility/usage ideas and serving size information • “Cut, Nick and Peel” demonstration • How to use the recipe search tool on the CAC website • California Avocados on the Menu • California Avocados were well represented on the menu. In support of the Wake up to Breakfast with California Avocados! Program a Frittata with Avocado, Roasted Pepper, Olives and Feta was served; recipe cards distributed to all attendees
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RETAIL – Retail Communications Oldways Supermarket Dietitian Leadership Symposium Break Activity • CAC hosted a hands-on demonstration during the break Allowed guests to try their hand at the “Cut, Nick and Peel” technique • 50+ guests participated in the activity and then enjoyed their fresh California Avocado as a light snack • Several RDs immediately requested California Avocado cutters for store events
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RETAIL – Retail Communications Oldways Supermarket Dietitian Leadership Symposium Results Hy-Vee • Chose avocados as their "pick of the month" for May! • 200 store dietitians to conduct various hands-on activities • Sent scoopers/cutters and brochures to every store in support of these activities Coborn’s • Conducted nutrition class on incorporating avocados into diets Lunds & Byerly’s • 23 SRDs conducted “Cut, Nick & Peel” demos in-store
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RETAIL – Retail Communications CAC SRD Tool Kit • Produced Supermarket Registered Dietitian Tool Kit • Distributed to 180 SRDs at CAC target retailers
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RETAIL – Retail Communications Retailer Outreach As a result of outreach to SRDs, the following opportunities have been secured to date: • Giant Eagle – Wake Up to Breakfast with California Avocados brochures were distributed at instore Cinco de Mayo demo • Hannaford – Conducted in-store Cinco de Mayo events to demo “Cut, Nick & Peel” technique; distributed cutters and recipe booklets • Hy-Vee – RD article about avocado nutrition featured in DesMoinesRegister.com
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FOODSERVICE – Advertising • Three new print ads for 2013 will run in Restaurant Hospitality, Food Management, Food Arts and Plate magazines
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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’12 – April ’13 − 44 placements (2,433,540 impressions)
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FOODSERVICE – Chain Promotions Ruby’s Diner • 29 locations • February 12 – May 6, 2013
Menu Card
Poster
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FOODSERVICE – Chain Promotions Coco’s • 113 locations • April 3 – July 2, 2013
Menu Card
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FOODSERVICE – Chain Promotions Daphne’s California Greek Cafes • 53 locations • April 22 – July 2, 2013
Floor Banner FSI & Poster
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FOODSERVICE – Chain Promotions Habit Burger • 68 locations • April 24 – June 11, 2013
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FOODSERVICE – Chain Promotions Denny’s • 400+ locations (California) • April 29 – September 30, 2013
Server Button
Menu Card
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FOODSERVICE – Chain Promotions Baja Fresh • 240 locations • May 1 – August 31, 2013
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FOODSERVICE – Chain Promotions Shari’s • 99 locations • May 1 – June 30, 2013
Menu Outsert
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FOODSERVICE – Chain Promotions Souplantation • 128 locations • May 1 – May 31, 2013
In-Store Signage
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FOODSERVICE – Chain Promotions Applebee’s • 1,862 locations • May 6 – June 23, 2013
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FOODSERVICE – Chain Promotions • Restaurant Locator – – What’s New on CAC Home And Mobile
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FOODSERVICE – Market Research • Avocado was mentioned on 32.9% of menus in 2012, an increase of +11.5% vs. 2009 and +48.2% vs. 2005 • Most avocado menu mentions occur on casual chain menus (56.0%) followed by fast casual chains (46.4%), casual independent (45.9%) and fine dining (42.7%) • Avocado was mentioned on 851 menu items in 2012, an increase of +53.1% vs. 2009 and +169.3 vs. 2005 • Most common uses are sandwiches (32.4% of total mentions) and green salads (25.9%) followed by appetizers (9.6%), center of the plate (8.3%), burgers (5.3%) and breakfast (4.8%) • Most common cuisines are California/Pacific (23.5 of total mentions), Mexican/TexMex (19.7%), American Traditional (11.8%), Japanese (8.1%) and Southwestern (7.3%) Source: 2012 Avocado Menu Trak
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RESEARCH – Total Brand Awareness Steady and Strong CAC’s efforts continue to reinforce California's strong brand awareness even with increased competitive pressure. Although there is no major year to year growth, California Avocado’s brand awareness leads over the competition at a high level around 80%. 90% 80%
78%
79%
80%
78%
51%
51%
25%
24%
79%
70% 60% 50% 40% 30%
37%
37%
21%
22%
20% 10% 0%
0%
Optimistic Cooks
5%
California
Source: 2012 Fall Avocado Tracking Study, Bovitz Inc.
12%
Mexico
7%
Chile
Peru
54%
25% 13%
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RESEARCH – Advertising Awareness by Country of Origin Even though Avocados from Mexico typically spends at least 3x in measured media than CAC, their awareness only increased to 16%. Whereas California’s rankings have been double that over the past 6 years, and came in at a strong 40% this past fall.
California
50%
Chile
Peru
43%
40% 30%
Mexico
36%
35%
30%
38%
38%
33%
20% 10% 0%
40%
16% 5%
8%
10% 6%
8% 4%
3%
Source: 2012 Fall Avocado Tracking Study, Bovitz Inc.
9%
10%
9%
10% 6%
4%
6%
6% 2%
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RESEARCH – California Avocado Campaigns Enjoyed by Consumers Across the board both campaigns are well liked and grab attention; 4th of July is more unique and entertaining, while the Grower Campaign remains extremely relevant to consumers. 85% 82%
81% 83%
76%
71%
73%
% strongly/somewhat agree
76%
69%
66%
64% 56%
46%
48%
61% 61%
58% 45%
11% 3%
4th of July (California)
Source: 2012 Fall Avocado Tracking Study, Bovitz Inc.
Grower
(Ad markets)
9% 9%
8% 8%