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KEY PERFORMANCE INDICATORS – thru July 2014 (Updated 8/18/14)
644 Million
746 Million
644 million impressions have been secured through July 2014
Media coverage secured with print, broadcast and online media outlets through July 2014
3 Million
271,900
20
Positive direct CAC trade press circulation thru July 2014
1.34 MM Facebook Impressions in July Highest consumer website traffic on record!
$1.20
Average Selling Price Category Average Selling Price per Unit for the 4-weeks ending July 13, 2014
Circulation
Consumer Advertising Impressions
Facebook Fans
Consumer/Nutrition PR Impressions
Foodservice Chain Promotions
Number of Foodservice promotions that have taken place this year through July
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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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July-2014
Variance
REVENUE – Retail Sales and Volume RETAIL Non-California Season (4 wks)
July-2013
4-wks ending 7/14/2013
4-wks ending 7/13/2014
Volume (Unit)
124,815,739
118,376,511
-5.2%
Dollars Avg. Selling Price/Unit
$128,712,243 $1.03
$142,051,488 $1.20
+10.4% +16.4%
RETAIL California Season Volume (Unit) Dollars Avg. Selling Price/Unit
Apr-Sep 2013*
RETAIL Non-California Season Volume (Unit) Dollars Avg. Selling Price/Unit
Oct12-Mar13
4/7/13– 7/14/13
451,496,304 $452,544,663 $1.00
631,288,729 $612,284,768 $0.97
Apr-Sep 2014* 4/6/14– 7/13/14
441,123,848 $519,551,208 $1.18
Oct13-Mar14 666,187,074 $719,688,047 $1.08
Variance -2.3% +14.8% +17.5%
Variance +5.5% +17.5% +11.4%
*CA Season data is only available through 7/13/14. Prior CA-Season has also been adjusted accordingly.
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REVENUE – Retail Prices
Avg. Retail Price $1.00
Avg. Retail Price $1.08
Avg. Retail Price $1.18
Off Season California “Season”
California “Season” Apr – Sep 2013 (4/7/13 – 7/14/13)
Oct 2013 – Mar 2014
Apr – Jul 2014 (4/6/14 – 7/13/14)
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CONSUMER ADVERTISING – 644 million impressions have been achieved so far this year through July Over 240 million impressions were generated in July alone
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CONSUMER ADVERTISING – The 4th of July promotion was
supported with TV, radio, print, online and in-store media
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CONSUMER ADVERTISING – Messaging continues to run
throughout the core markets promoting our crop
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CONSUMER PUBLIC RELATIONS – Seasonal Outreach • Secured 14 influential bloggers to develop California Avocado-centric recipe posts around key timeframes throughout the season • Utilized chef partners Mary Sue Milliken and Susan Feniger as spokespeople for CAC’s American Summer Holidays program
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CONSUMER PUBLIC RELATIONS – Artisan Chef / California Avocado Month • Coordinated in-restaurant and social media activities with artisan chef partners to promote California Avocados throughout the month of June, including a dinner for 15 media with Artisan Chef partner Lisa Schroeder
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CONSUMER PUBLIC RELATIONS – Blogger Ambassadors • Blogger Ambassadors developed monthly California Avocado recipe posts on their blogs, as well as promote the posts on their social channels
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• R.D. Ambassadors conducted seasonal media efforts around the nutritional benefits of California Avocados
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NUTRITION COMMUNICATIONS – FitBloggin’ • • • •
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Sponsored FitBloggin’ conference, with 300 fitness and nutrition bloggers Chef and R.D. Ambassador Michelle Dudash led CAC’s wellness session Hosted a recipe contest leading up to the conference Hosted a Twitter contest, encouraging attendees to share their favorite way to enjoy California Avocados at breakfast
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CONSUMER PUBLIC RELATIONS – Impressions • Total consumer impressions secured to date: 746,309,821
*This is a comprehensive total of all PR-related coverage from November 1, 2013 – July 31, 2014. It includes print, broadcast and online coverage, as well as program extension coverage (such as social media posts from our Artisan Chefs, R.D. Ambassadors etc.), year-to-date, and therefore is higher than traditional media impressions
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ONLINE & SOCIAL MEDIA – July Summary Win of the month: • 75% increase YoY in CaliforniaAvocado.com traffic, resulting in the most amount of website traffic ever
Consumer Website • • • • •
# of Visits: 241,594 (21% increase MoM) Page Views/Visit: 1.82 (5.4% decrease MoM) Time on site: 1:30 (7.2% decrease MoM) Total Page Views: 438,672 (14% increase MoM) Unique Visitors: 62,164 (45% increase MoM)
Consumer Blog • • • •
# of Visits: 19,164 (64% increase MoM) Page Views/Visit: 1.47 (13% decrease MoM) Time on site: 1:05 (12% decrease MoM) Total Subscriptions: 385 (1% increase MoM)
Mobile site • # of Visits: 26,377 (12% decrease MoM) • Page Views/Visit: 1.55 (12% decrease YoY) • Time on site: 1:00 (0% decrease MoM)
Social Media • Facebook
− Total fans: 271,900 (2% increase MoM) − Impressions: 1.34 MM (84% decrease MoM) − New likes: 4,339 (55% decrease MoM)
− Total followers: 8,956 (1% increase MoM) − Retweets: 253 (68% decrease MoM)
• YouTube
− Views: 2,609 (15% decrease MoM) − New subscribers: 5 (25% increase MoM)
− Followers: 23,402 (16% increase MoM) − Likes: 128,676 (8% increase MoM)
Email • • • •
# of Subscribers added: 14,092 Average Open Rate: 23% Click through rate: 14.25% Top clicked content: Salad in a Jar featured recipe
*Note: YoY – Year over Year / MoM – Month over Month – Due to extensive advertising by other associations, visits and page views were effected. Very positive growth in mobile and social media show robust engagement on other platforms
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RETAIL – Retail Meetings through July Corporate Accounts
(GFS)
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RETAIL – Retail Merchandising 1,868 Retail Display Bins shipped through July 2014
Northwest Southwest
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RETAIL – Retail Merchandising Southern California division is celebrating their 75th Anniversary this year and featuring California Avocados and Growers with banners hanging in the produce department in 200 of their Stores through Labor Day.
California Avocado sales contest with Gelson’s experienced a 13.05% increase in avocado units over the same period the prior year
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RETAIL – Retail Merchandising California Avocados were featured at The Food Emporium, an upscale A & P Corporation retail format from June 28 – July 3, 2014 with custom signage, the Hand Grown in California logo in their 4th of July ad and through their social media outlets showing how to use California Avocados to replace the fat normally used when making chocolate chip cookies.
Wakefern Ripening Workshop Dave Howald and Cece Krumrine held a 90-minute avocadoripening workshop at Wakefern’s newest warehouse located in Newark, New Jersey to instructed personnel on the why and how of avocado ripening and proper handling at the distribution center and ripening best practices at the store level.
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RETAIL – Trade Events Fresh Produce & Floral Council (FPFC) Expo – Southern California CAC was the key sponsor of the Keynote Awards Breakfast session where Captain Phillips was the speaker and the produce and floral awards were presented. CAC exhibited at the Expo to connect with our key retailers in Southern California that attend the show. Connie Stukenberg, David Cruz and Dave Howald worked the booth with Doug O’Hara serving as our guest California Avocado grower in our booth, connecting with retailer decision makers and produce managers that stopped by our booth: Albertsons, Bristol Farms, Cardenas Markets, Fresh & Easy, Gelson’s, Northgate Gonzalez Markets, Kroger Wesco, Ralphs, Smart & Final, Sprouts Farmers Market and Stater Bros.
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RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date More than 3 million direct CAC trade press circulation
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RETAIL – SRD and Retail Communications KWGN-TV • Two segments – June 20 and July 11
4th of July Promotion Cooking School
• 40 Hy-Vee SRD-conducted in-store demos • SRD TV Appearance
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FOODSERVICE – Chain Promotion Coverage 2014 Chain Promotions: 20 2014 Chains Contacted: 62
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FOODSERVICE – Chain Promotions • Subway – SoCal
• Which Wich
303 locations Jul 7 – Aug 10, 2014
1,550 locations Jun – Jul 2014
• Togo’s
250 locations Jul 16 – Aug 10, 2014
• Fuzzy’s Taco Shops
100 locations Aug 4 – Sep 14, 2014
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FOODSERVICE – Chain Promotions • California Tortilla 40 locations Jun 1-19, 2014
• Just Fresh 5 locations Jun 1-30, 2014
• RAM Group 28 locations Jul 21 – Aug 22, 2014
• Other Promotions:
Compass (4,000 locations) IHOP (1,476 locations) Morrison (800 locations) Panera Bread (571 locations) On The Border (151 locations) Firehouse Subs (139 locations) Corner Bakery (119 locations)
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FOODSERVICE – Chain Promotions • Menu Concept Presentations:
Applebee’s (2,000 locations) Denny’s (1, 571 locations) Chili’s (1,500 locations) Buffalo Wild Wings (840 locations) Culver’s (500+ locations) CPK (197 locations) Souplantation (128 locations) Marie Callender’s (75 locations) Maggiano’s (50 locations) Black Angus (45 locations)
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FOODSERVICE – Public Relations Coverage
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• Number of placements in foodservice editorial from November ’13 – July ’14 − 81 placements (5,282,697 impressions)
Editorial PR
Online
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FOODSERVICE – Events Marketing Executive Group Int’l Corporate Chefs Assn. May 15-17, 2014
June 21-23, 2014
California AvoTour
Flavor Experience
Aug 3-4, 2014
Aug 4-6, 2014
PMA Foodservice
Jul 25-27, 2014
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FOODSERVICE – Culinary • San Joaquin Delta College – May 6, 2014
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RESEARCH – Avocado usage has changed dramatically over the past few years. Based upon observations from the consumer tracking study of the dramatically increased consumption amongst all consumer groups, we felt the need to reexamine our consumption breakouts. This effort resulted in the additional breakout amongst the heaviest users, where the bulk of the growth happened, and a MEGA group of users was created at 210+ avocados per year.
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