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KEY PERFORMANCE INDICATORS – Full Year 2012/13 (Updated 1/13/14)
$1.17
Average Selling Price Category Average Selling Price per Unit for the 4-weeks ending 11/3/2013
1.1 Billion
828 Million
1.1 billion impressions have been secured through October 2013
Media coverage secured with print, broadcast and online media outlets through Oct. ‘13
Consumer Advertising Impressions
+13.5% 243,050
Year-over-year retail dollars
Facebook Fans
+13.5% increase in retail dollar sales this season versus last season
89% increase Year-over-Year 94,061 fans acquired in 2012-13 84 MM total impressions in 2012-13
Consumer/Nutrition PR Impressions
25
Foodservice Chain Promotions Number of Foodservice promotions that have occurred this year through October
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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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REVENUE – Retail Sales and Volume RETAIL Non-California Season (4 wks)
October-2012
4-wks ending 11/4/2012
October-2013
4-wks ending 11/3/2013
Variance
Volume (Unit)
88,508,739
87,814,903
-0.8%
Dollars Avg. Selling Price/Unit
$88,883,957 $1.00
102,403,154 $1.17
+15.2% +16.1%
RETAIL California Season Volume (Unit) Dollars Avg. Selling Price/Unit RETAIL Non-California Season Volume (Unit) Dollars Avg. Selling Price/Unit
Apr-Sep 2012 638,081,487 $678,796,513 $1.06
Oct11-Mar12 529,455,049 $533,625,451 $1.01
Note: retail data is through week ending November 3, 2013
Apr-Sep 2013 736,605,151 $770,222,536 $1.05
Oct12-Mar13 631,565,518 $610,381,041 $0.97
Variance +15.4% +13.5% -1.7%
Variance +19.3% +14.4% -4.1%
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REVENUE – California Season Retail Price Premium
Avg. Retail Price $1.06
Avg. Retail Price $0.97
Avg. Retail Price $1.05
Off Season California “Season”
Last California “Season” Apr – Sep 2012
Oct 2012 – Mar 2013
Apr – Sep 2013
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CONSUMER ADVERTISING – Over 1.1 billion impressions were achieved this year. CAC Impressions YTD 2013 Media National Display National PPC National Print Retailer Media Events Outdoor (BART & Bulletins) GM Radio GM TV In-Store Radio Total:
Total Impressions 52,389,312 95,592,184 25,117,000 2,195,930 124,000 311,302,713 211,008,000 43,665,000 387,291,425 1,128,685,564
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CONSUMER ADVERTISING – Messaging highlighting the
premium attributes of the California Avocado ran on radio, magazines, online, mobile, outdoor and in-grocery
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CONSUMER ADVERTISING – Messaging also promoted
California Avocado Consumption for the 4th of July on TV, radio, magazines, online, mobile, outdoor and in-grocery
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CONSUMER ADVERTISING – Over 170 million bonus
impressions were negotiated as part of the media plan which delivered $760,000 in added value. Media
Estimated Impressions
Value
Radio
12MM
$62,209
Television
6.7MM
$94,791
Outdoor
91MM
$414,237
1.4MM
$63,540
Digital
5.7MM
$52,045
In-Store Radio
60MM
$73,630
TOTAL
170.8MM
$760,452
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CONSUMER PUBLIC RELATIONS – News Bureau
Foodservice
• Fulfilled ongoing reactive requests by media covering California Avocados • Developed and distributed four press releases and three mat releases over the course of the season, featuring various spokespeople and their respective California Avocado-centric recipes • Developed and secured 45 new recipes and corresponding photography throughout the season • Coordinated long-lead magazine coverage of California Avocados, including placements in Everyday with Rachael Ray, Real Simple, Sunset and Eating Well • Overall news bureau efforts resulted in nearly 600 million consumer media impressions
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CONSUMER PUBLIC RELATIONS – Blogger Ambassadors
• Developed a blogger ambassador program, where four influential bloggers developed monthly California Avocado recipe posts on their blogs through the season, and promoted them on social media • Ambassadors included: 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
• Developed and distributed two press releases featuring Artisan Chef partners • Coordinated in-restaurant and social media activities with Artisan Chef partners to promote California Avocados throughout the month of June • Served as the main sponsor of the Big Traveling Potluck blogger conference, where CAC interacted with 100 influential food bloggers over three days – Coordinated an avocado-centric meal for all attendees, at which artisan chef partner Mary Sue hosted a demonstration of several of the courses
• Through various events and partnerships, more than 79 million consumer media impressions were secured through the Artisan Chef program
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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 2.3 million consumer media impressions
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CONSUMER PUBLIC RELATIONS – Cinco de Mayo • Developed and distributed a press release highlighting Cinco de Mayo consumption statistic and brunch-inspired dishes from chefs Mary Sue Milliken and Susan Feniger • Coordinated a recipe contest with blogger ambassadors “I Wash You Dry” and “A Southern Fairytale” garnering 43 blog posts • Secured more than 18 million media impressions
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CONSUMER PUBLIC RELATIONS – American Summer Holidays • Coordinated a “Good Day L.A.” broadcast segment featuring artisan chef partners Mary Sue Milliken and Susan Feniger • Coordinated a lunch event with chefs Mary Sue Milliken and Susan Feniger for nearly 25 media at Border Grill restaurant where guests competed in an “Avocado Pasta Challenge” featuring California Avocados
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CONSUMER PUBLIC RELATIONS – American Summer Holidays • Developed an icon to showcase the consumption statistic during the Fourth of July holiday • Developed and distributed a press release featuring R.D. Ambassadors “The Meal Makeover Moms” and updated classic summer recipes showcasing fresh, California Avocados • Coordinated a national broadcast segment with “The Meal Makeover Moms” highlighting all-American summer holiday recipes with a nutritious twist featuring California Avocados • Secured more than 74 million media impressions
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CONSUMER PUBLIC RELATIONS – Nutrition
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• Coordinated an R.D. ambassador program with four notable dietitians who promoted California Avocados in various ways, including California Avocado giveaways on their blogs and broadcast segments • Through various events and organizational partnerships, more than 52.4 million consumer media impressions were secured through the R.D. Ambassador and Nutrition program
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CONSUMER PUBLIC RELATIONS – American Summer Holidays
• Hosted a recipe contest with blogger group, Recipe Redux, the first and only recipe challenge founded by registered dietitians whose blogs have an emphasis on healthy food preparation – Winning recipe: Avocado Croquettes with Avocado Cucumber Sauce
• Contest garnered 63 recipe submissions, resulting in nearly 400,000 consumer media impressions through 60+ blog posts and more than 150 Tweets and Facebook Posts
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CONSUMER PUBLIC RELATIONS – Impressions • The total consumer impressions secured is: 827,900,613
*This is a comprehensive total of all PR-related coverage from November 1, 2012 – October 31, 2013. It includes print, broadcast and online coverage, as well as program extension coverage (such as Facebook posts and Tweets from our blogger ambassadors, R.D. partners, etc.).
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2012-13 Online & Social Media Year-End Summary Consumer Website • • • •
# of Visits: 1,475,058 (30% decrease YoY)* Page Views/Visit: 2.37 (4.5% decrease YoY)* Time on site: 2:07 (9% increase YoY) Top Content: 1. Recipes (15% of visits) 2. Nutrition (4% of visits) 3. Grow your own tree (4% of visits) • MyRecipes Sign-ups: 3,661 (35% increase YoY) • Recipe shares: 4,021 (4.5% decrease YoY)
Social Media • Facebook
− Total fans: 243,050 (89% increase YoY) − Impressions: 84 MM − Average engagements per post: 1,819 (189% increase YoY)
− Total followers: 6,724 (47% increase YoY)
• YouTube
− Views: 36,862 (38% increase YoY) − New subscribers: 77 (38% increase MoM)
− Followers: 15,149 (1% change MoM) − Likes: 72,634 (26% increase MoM)
Mobile site • # of Visits: 223,299 (14% increase YoY) • Page Views/Visit: 1.73 (5% decrease YoY) • Top Content: 1. Homepage (52% of visits) 2. Dijon Pasta Salad (recipe) (9% of visits) 3. My Recipes (9% of visits)
Email • • • •
# of Subscribers added: 61,614 Sign-ups from Website: 8,154 Average Open Rate: 19% Click through rate: 20%
*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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Consumer Website • Although consumer website (nonmobile) visits decreased YearOver-Year, mobile traffic is increasing, as well as social media engagement. This shift is in line with trends of increased consumer mobile and social media usage • Newly updated Nutrition section brings the most popular nutrition content to the forefront, and implements social media sharing abilities for Facebook, Twitter, Pinterest and more. The section was also optimized for search engine optimization
Visits Y/Y 250K 200K 150K 100K 50K
2013
2012
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Consumer Mobile site • The consumer mobile site continues to receive traffic to its highest search ranked pages, including recipes and nutrition. My Recipes, CAC’s recipe saving service was added to mobile in 2013 • In-season traffic increased Year-Over-Year, demonstrating the value in CAC’s new mobile display advertising initiatives which ran from April through July
Visits Y/Y 50K 40K 30K 20K 10K
2013
2012
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Consumer Social Media • CAC hit a home run with its Instagram (shown at right) presence in 2013. During the 2013 season CAC acquired over 15k California Avocado loving followers through relationships, and without paid advertising • Growth and increases are also seen across the board on Facebook, Twitter, Pinterest and YouTube
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Consumer Email New Subscribers Added • During the course of the 2013 season CAC added over 60k new subscribers, with the majority of them being from late-April through October
• CAC’s #1 source of email subscriptions is the opt-in page on the America’s Test Kitchen website. This coordinated approach between consumer advertising and online initiatives continues to be an efficient subscriber acquisition method
14K 12K 10K 8K 6K 4K 2K
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RETAIL – Retail Meetings Corporate Accounts
(GFS)
Foodservice
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RETAIL – Feature Ads • 205 ads featured California Avocados from November 2012 – October 2013
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RETAIL – Merchandising 4,663 Retail Display Bins shipped through October 2013
NorCal, Portland & Spokane
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RETAIL – Merchandising 2013 California Avocado Advertising & Display Contests CAC conducted the 2013 Advertising & Display Contests from May 1, 2013 through September 11, 2013, to encompass the period of American summer holidays which included Mother’s Day, Memorial Day, Father’s Day, Flag Day, 4th of July and Labor Day. Save Mart Supermarkets earned the top spot in CAC’s advertising contest and Food Town store number seven in Houston claimed the grand prize in the display contest. The ad contest encouraged retailers to merchandise and feature California avocados, resulting in 162 ads during the contest period, with 112 featuring the Hand Grown in California logo. For CAC’s 2013 retail display contest there were 31 qualified entrants who submitted photos with displays featuring California Avocado point-of-sale material and were awarded prizes. Displays were judged on the following criteria: size of display, use of ripe California avocados, use of California avocado point-of-sale and overall creativity.
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RETAIL – Merchandising
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Sales & Display Contest
DeCA is the organization that operates military retail food stores (commissaries) worldwide. CAC sponsored a California Avocado sales and display contest available to all domestic units during September. Commissary participation in the contest was excellent, with 45 percent of all commissaries nationwide participating utilizing CAC point-of-sale. California Avocado sales increased 39 percent in the participating commissaries. Six winners were chosen, based on highest sales increase versus the same period the prior year. Winning commissaries received gift cards to their local store.
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RETAIL – Point-of-Sale Materials CAC has sent the following Point-of-Sale Materials to retailers from November 2012 through October 2013: • Over 3,937 POS Cards • Over 825 Recipe Tear Pads • Over 340 Ripe Sticker Rolls • Over 1,205 Avocado Danglers • Over 104,975 Recipe Brochures
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RETAIL – Trade Public Relations Coverage Total FY 2012-13 positive direct CAC trade press circulation: nearly 2.9 million
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RETAIL – Trade PR Provided Crop Updates and CAC News
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RETAIL – Trade PR Showcased CAC Marketing Support
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RETAIL – Trade PR Communicated Marketing Initiatives
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RETAIL – Trade PR Communicated Industry Advances
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RETAIL – Trade PR also Showcased CAC Awards and News
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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 Included: Recipes/photos Usage ideas Nutrition information CAC collateral Reproducible hand-outs Use In-store, Community Events, Cooking Schools Distributed to 180 Supermarket Registered Dietitians within Key Accounts Shipped Core Tool Kit in early April
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Retail – Retail Communications: Retailer Outreach Results highlights overview Eat Smart Newsletter; recipe and photo for “Summer Sizzle Salad” 4th of July social media: Twitter reach – 2,762; cooking school -recipe demo
(21 stores) Cinco de Mayo, Breakfast and Back-to-School events
3 recipes developed by SRD posted to website Cinco de Mayo “Cut, Nick & Peel” demos; Healthy Living newsletter; “Power Your Salad” article & recipe; SRD TV segment on WABI-TV (CBS)
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Retail – Retail Communications: Retailer Outreach Results highlights overview My Texas Life: recipes featured in March/ April & August issues; Circ. 1.2 million/issue California Avocados selected as “Pick of the Month”; SRD TV segments: multiple broadcasts; SRD newspaper: multiple articles with recipes and photos; 4th of July: Distributed “Have a Blast” recipe booklets; Grocery industry association meeting: featured “Have a Blast” and breakfast recipe booklets; developed/served California avocado smoothie SRD TV segments: multiple broadcasts Social media: 2 recipes/photos posted on Facebook page; 133,000 “Likes” Something Extra: featured recipe & photo in summer 2013 issue; circulation: 700,000 4th of July: distributed recipe booklets in 6 stores
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RETAIL – Retail Communications: Trade Events 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 • Posted “Cut, Nick & Peel” information and video to website
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RETAIL – Retail Communications: PBH Supermarket Dietitians at Fresh Summit Event Sponsorship Social media contest for SRDs generated on-site Tweets and chatter
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RETAIL – Retail Communications: PBH Supermarket Dietitians at Fresh Summit Event Sponsorship Five groups of SRDs (4-6 per group) visited the booth for 20 minutes throughout the afternoon to learn about CAC’s SRD program and meet with key CAC contacts, including RMDs
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FOODSERVICE – Advertising
Online & Social Media
Retail
Foodservice
ď‚&#x; Three new print ads for 2013 will created and ran 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 – October ’13 − 96 placements (5,248,747 impressions)
Editorial
PR Online
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FOODSERVICE – Chain Promotions • 2013 Chain Promotions through October: 25 − − − − − − − − − − − − −
Applebee’s Baja Fresh Coco’s Compass California Pizza Kitchen Daphne’s Denny’s El Pollo Loco Fuzzy’s Taco Shop The Habit Burger Grill Morrison Management Specialists On The Border Ruby’s Diner
− − − − − − − − − − − −
Shari’s Sodexo Souplantation/Sweet Tomatoes Stanford Dining Services Subway – Los Angeles Subway – San Diego Subway – Bakersfield & Santa Barbara TGIFridays The Cheesecake Factory Togo’s Which Wich zpizza
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FOODSERVICE – Chain Promotions Applebee’s
Baja Fresh
• 1,862 locations • May 6 – June 23, 2013
FSI
• 240 locations • May 1 – August 31, 2013
FSI
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FOODSERVICE – Chain Promotions California Pizza Kitchen
Online & Social Media
Retail
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Coco’s
• 200 locations • August 7 – September 30, 2013
• 113 locations • April 3 – July 2, 2013
Table Tent
Menu Card
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FOODSERVICE – Chain Promotions Daphne’s California Greek Cafes • 53 locations • April 22 – July 2, 2013
FSI & Poster
Floor Banner
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FOODSERVICE – Chain Promotions Denny’s • 400+ locations (California) • April 29 – September 30, 2013
Server Button
Menu Card
Foodservice
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FOODSERVICE – Chain Promotions El Pollo Loco • 395 locations • August 3 – September 6, 2013
Fuzzy’s • 70 locations • August 1 – 31, 2013
Menu Card Poster
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FOODSERVICE – Chain Promotions Habit Burger • 68 locations • April 24 – June 11, 2013
Poster
Ruby’s Diner • 29 locations • February 12 – May 6, 2013
Menu Card
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FOODSERVICE – Chain Promotions Shari’s • 99 locations • May 1 – June 30, 2013
Souplantation • 128 locations • May 1 – May 31, 2013
In-Store Signage Menu Outsert
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FOODSERVICE – Chain Promotions Subway – Los Angeles • 1,215 locations • July 1-31, 2013
FSI
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Foodservice
Subway – San Diego, Santa Barbara and Bakersfield • 335 locations • July 1-31, 2013
Server Button
Research
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FOODSERVICE – Chain Promotions The Cheesecake Factory • 162 locations • July 9, 2013
Togo’s • 245 locations • May 6 – August 27, 2013
Menu Board
Facebook Post
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FOODSERVICE – Chain Promotions Which Wich • 224 locations • July 8 – August 5, 2013
Zpizza • 89 locations • June 17 – September 1, 2013
Menu Card
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FOODSERVICE – Chain Promotions • Restaurant Locator – – What’s New on CAC Home And Mobile
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Foodservice
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FOODSERVICE – Events Marketing Executive Group • May 15-17, 2013
Consumer PR
Online & Social Media
Retail
Foodservice
International Corporate Chefs Association • June 22-26, 2013
Research
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Consumer Advertising
FOODSERVICE – Events PMA Foodservice Conference • July 26-28, 2013
Consumer PR
Online & Social Media
Retail
Foodservice
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FOODSERVICE – Events AvoTour • August 4-5, 2013
The Flavor Experience • August 5-8, 2013
Research
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FOODSERVICE – Culinary Program • Two In-Classroom Learning • American Culinary Federation Sessions – Workshop – 52 Students Total – Culinary Competitions
– Exhibit Booth
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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 – Sticker testing focus groups CAC believes that an improved identification system on the fruit at retail would support CAC’s premium avocado position. To see which design was favored most by consumers, focus groups were conducted in San Diego and Phoenix in June.
Optimistic Cooks
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RESEARCH – 45% of consumers in the ad markets are now checking where there avocados come from
Optimistic Cooks
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RESEARCH – Consumers prefer California Avocados 10 to 1 over imported avocados
Optimistic Cooks
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RESEARCH – Consumers perceive California Avocados as the best across all attributes
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RESEARCH – 83% of respondents in ad markets now eat at least 37 avocados per year, with 38% eating more than 120
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