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KEY PERFORMANCE INDICATORS – thru October 2015 (Updated 11/19/15)
$1.05
712.3 Million 946 Million
Average Selling Price
Consumer Advertising Impressions
Consumer/Nutrition PR Impressions
Category Average Selling Price per Unit for the 4-weeks ending October 4, 2015
712.3 million impressions have been secured through October 2015
Media coverage secured with print, broadcast and online media outlets through October 2015
6.1 Million
614 Thousand
23
Trade Press Impressions
The Scoop Blog Sessions
Foodservice Chain Promotions
4.4 MM Website Views 440,402 YouTube Plays
Number of Foodservice promotions that have taken place this year
Positive direct CAC trade press circulation thru October 2015
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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 (4 wks) 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
October-2014
October-2015
4-wks ending 10/5/2014
4-wks ending 10/4/2015
Variance
100,325,161
125,035,192
+24.6%
$113,197,660 $1.13
$131,103,464 $1.05
+15.8% -7.1%
April-Sep 2014 715,226,808 $838,443,386 $1.17
Oct13-Mar14 652,209,367 $704,575,741 $1.08
April-Sep 2015 909,633,775 $959,108,054 $1.05
Oct14-Mar15 752,900,036 $780,108,593 $1.04
Variance +27.2% +14.4% -10.1%
Variance +15.4% +10.7% -4.1%
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REVENUE – California Season Retail Price Premium
Avg. Retail Price $1.17
Avg. Retail Price $1.04
Avg. Retail Price $1.05
Off Season California “Season”
California “Season” Apr – Sep 2014
Oct 2014 – Mar 2015
Apr – Sep 2015
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CONSUMER ADVERTISING – General Market & In-Store Radio The radio advertising campaign for both General Market and In-Store continued, supporting the California Label initiative and the “Distinctly Californian” messaging through the 4th of July. GM Radio – :30 “American Summer” VO: Summer is a special time of year for California Avocado Growers. It’s the season when you finally get to taste the delicious fruit of their labor. As local American farmers they take great pride in what they produce and love that their avocados are freshest, and at their peak, in the Summer. So next time you’re shopping for a simple dinner or your summer celebrations don’t forget to pick up some hand-grown California Avocados. Always be sure to look for California on the label. Available now at (your local retailer).
CAC Monthly Impressions April – July 2015 Media
Total Impressions
GM Radio
257,886,000
In-Store Radio
227,272,144
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CONSUMER ADVERTISING – Outdoor The outdoor advertising campaign launched in May and continued through the 4th of July emphasizing the distinction of the California Avocado. CAC Monthly Impressions April – July 2015 Media Outdoor
LA Wallscape Billboards
San Diego Trolley
Total Impressions 133,139,962
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CONSUMER ADVERTISING – Digital Display The digital display and mobile banner campaign continued through the 4th of July emphasizing the distinction of the California Avocado, especially in regards to well-known recipes, including the California Burger and Omelet. CAC Monthly Impressions April – July 2015 Media Digital Display
Flash Display Banners
Total Impressions 45,378,292
Digital Banners
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CONSUMER ADVERTISING – National & Regional Print The “Distinctly Californian” Regional print ads began in May and National in June with both running through July featuring the California Club, California Roll and California Burger. CAC Monthly Impressions April – July 2015 Media
Total Impressions
National Print
4,504,797
Regional Print
3,787,629
Retailer Print
175,000
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CONSUMER ADVERTISING – Events Participation at the Sunset Celebration Weekend in Menlo Park, CA (6/6 – 6/7) and the Chipotle Cultivate Festivals in Phoenix, Kansas City and Minneapolis, provided the opportunity to showcase the versatility of California Avocados and engage with consumers who were excited to share their recipe ideas and passion for the fruit. CAC Monthly Impressions April – October 2015 Media
Total Impressions: 712,393,040
Total Impressions
GM Radio
257,886,000
In-Store Radio
227,272,144
Outdoor
133,139,962
Digital Display
45,378,292
Retailer Programs
40,101,716
National Print
4,504,797
Regional Print
3,787,629
Retailer Print
175,000
Events
147,500
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CONSUMER PUBLIC RELATIONS – News Bureau • Fulfilled both proactive and ongoing reactive requests by media covering California Avocados • Distributed 4 press releases and 2 mat releases
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CONSUMER PUBLIC RELATIONS – Blogger Ambassadors Coordinated Blogger Ambassador Program and Wellness Blogger Program, resulting in over 50 posts
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CONSUMER PUBLIC RELATIONS – Artisan Chef Program • Coordinated with chef partners on recipes featured in the Season Opener and Avocado Month media outreach efforts • Oversaw chef participation in Avocado Month • Hosted media dinner at Curtis Stone’s restaurant Maude for 23 guests • Sponsored Indulge Conference, connecting with 50+ bloggers
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CONSUMER PUBLIC RELATIONS – American Summer Holidays • Coordinated themed Blog Ambassador posts with 8 bloggers • Partnered with Chef Charlie Kleinman to develop recipes for media outreach and appear in DayTime TV Segment • Sent inspirational summer shipments to 20+ bloggers
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CONSUMER PUBLIC RELATIONS – Grove Tour Hosted 23 media, trade media, RD, and foodservice guests on a tour featuring avocado-centric meals, and a visit to an avocado grove, nursery and packing house.
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NUTRITION COMMUNICATION – Nutrition Communication • Worked with RD Ambassadors to promote nutritional benefits of avocados through media activities, blog content development and social media • Worked with Michelle Dudash, RDN on the development of recipes for a Superfood Snacking media effort • Coordinated engagement with key Media RDs for additional media opportunities • Hosted an educational avocado-centric luncheon for 60 wellness bloggers at FitBloggin’ blogger conference
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NUTRITION COMMUNICATION – Impressions Total consumer impressions secured to date: 946,736,783
*This is a comprehensive total of all PR-related coverage from November 1, 2014 – October 31, 2015. 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 MARKETING – November 2014 – October 2015 Consumer Website • • • •
# of Visits: 3.6 MM (84% increase YoY) Page Views/Visit: 1.61 (24% decrease YoY)* Time on site: 1:07 (38% decrease YoY)* Total Page Views: 3.6MM (84% increase YoY)
Social Media • Facebook − Total fans: 298,133 − Impressions: 9.7 MM (3% increase YoY) − New likes: 13,230 (11% decrease YoY) **
• Twitter − Total followers: 12,021 (18% increase YoY) − Total Retweets: 1,761 (20% decrease YoY)
• YouTube − Views: 322,595 (1498% increase YoY) − New subscribers: 90 (46% increase YoY)
Consumer Blog • • • •
# of Visits: 3 MM (92% increase YoY) Page Views/Visit: 1.72 (32% decrease YoY)* Time on site: 1:52 (14% decrease YoY) Total Subscriptions: 638 (101% increase YoY)
• Instagram − Followers: 26,614 (22% increase YoY) − Total Likes: 1,031,331 (68% increase YoY)
Email Notes * A large number of new visits during this period have reduced page views/visit for targeted sessions. Time on site also decreased as a result ** Due to Facebook algorithm changes, CAC’s Facebook strategy has been less on new likes/acquisition and more on impressions/engagement *** Due to CAC agency transition, some data unavailable
• • • •
# of Subscribers added: 14,120 Average Open Rate: N/A *** Click through rate: N/A *** Top clicked content: N/A ***
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RETAIL – Retail Meetings through October
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RETAIL – Retail Meetings through October Feature Ad Activity supported California Avocado promotions throughout the season.
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RETAIL – Retail Trade Advertising November 1, 2014 through October 31, 2015 – 6,137,132* Trade Impressions
*Circulation per ad x 1.5 for print publications only
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RETAIL – Tiered Accounts – Defining the Target • Where all three criteria intersect, the retail target “sweet spot” • Identify the retailers to target and prioritize − Collaborative, inter-agency work to develop and prioritize the retailer list − Align execution along the supply chain
Available Supply
Best Mutual Fit
Target
Convert Brand Spend to Brand Purchase
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RETAIL – Retail Promotions Retail contests and Social Media Geo-Fencing Helped Move Early Crop in California
• Super Bowl Sales Contest • March Sales Contest
Super Bowl Contest
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RETAIL – Retail Promotions Display & Sales Contests were coordinated with the following retailers during the summer featuring California Avocados through August.
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RETAIL – Retail Promotions In-store demos showcasing the versatility of California Avocados occurred with the following retailers throughout the season. (May 15 – May 18)
(June 6)
• Salt Lake City (5/23/15) • California (6/27/15)
(June 5 – June 7) (June)
(June 20 / June 21) (5/15/15) (May 16)
(June 26 – June 27)
(July)
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RETAIL – Retail Promotions In-store custom signage & Meet the Grower Events
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RETAIL – Retail Promotions In August and September, shoppers at Bristol Farms, Gelson’s and Mollie Stone’s enjoyed the seasonal flavors of fresh California Avocados and Hatch chiles with chile roasting events, cross-merchandising displays and sampled fresh guacamole made with late-season California Avocados and Hatch chiles.
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RETAIL – Trade Events CAC participates in trade events to connect with our key retailers that attend to provide crop information, present our marketing programs and retail support available designed to drive sales of California Avocados.
Fresh Produce & Floral Council Expo – NorCal
Fresh Produce & Floral Council Expo – SoCal National Grocers Association Show
Produce Marketing Association Conference & Expo
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RETAIL – Supermarket Registered Dietitians (SRD) & Retail Communications Produce for Better Health Annual Meeting Met with SRDs from Hen House Market, Bashas’, Harmons Grocery, King Soopers, Kroger and Albertsons-Safeway to sell in programs to promote California Avocados at the store level From left: Angela Fraser, CAC; Kristy Jozwiak, Founder, Duality PR; Roxanne Lord, Director of Health & Wellness Initiatives, Bashas’; and Jan DeLyser, CAC
California Fresh Sandwiches – Customized Recipe Booklets Created 23,500 customized recipe booklets for King Soopers, Schnucks and Albertsons-Safeway
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RETAIL – SRD and Retail Communications California Fresh Sandwiches – National SRD Recipe Contest • 24 sandwich recipes were submitted by SRDs from targeted retailers, including Kroger, Raley’s, Hy-Vee, Giant Eagle • 10 winners were chosen; recipes and photos featured on CAC website
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RETAIL – SRD and Retail Communications • Three new retailer assets for SRDs and other retailer personnel distributed to 50 top tier retail influencers • Used to promote California Avocados during the season at in-store and community events − 16 Surprising Ways to Add Avocado to your Day − Superfood Spotlight – A Dieter’s Ally − Superfood Spotlight – Healthy Heart Grove Tour • Retailer guests included Gelson’s Markets and Mollie Stone’s • Social media results = 36,632 impressions via Twitter, Instagram and Facebook and website blogs
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RETAIL – SRD and Retail Communications – Influencer Outreach 208 retailer placements totaling 1.1 million impressions to support California Avocado Month, 4th of July and American Summer Holidays. Highlights: • Bristol Farms – Dedicated California Avocado microsite for 2 weeks • King Soopers – Dietitian Pick of the Week in 146 pharmacies • Bashas’ – In-store radio ads in 54 stores • Gelson’s – 8 social media posts for California Avocado Month • Mollie Stone’s – 11 social media posts for California Avocado Month
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RETAIL – SRD and Retail Communications Gold Sponsorship of PBH SRDs at Fresh Summit • Interacted with 23 influential SRDs from key retailers with presentation by Jan DeLyser and RD/media personality/author Carolyn O’Neil, who also live tweeted and posted to Instagram • Social media contest resulting in tweets and photos by SRDs during Fresh Summit using @CA_Avocados and #FreshSummit • California Avocado themed dinner • Total social media impressions: 105,777
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RETAIL – Trade Public Relations Events Early season visits to trade news organizations paid dividends in California Avocado coverage
Representatives from key produce publications participated in CAC’s grove tour in April, resulting in positive trade media coverage
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RETAIL – Trade Public Relations Coverage November 2014 – October 2015 More than 6 million trade press impressions*
*in prior years trade PR was measured in circulation. “Impressions” factor pass along readership in print articles (1.5 x circulation); online article impressions do not include pass along readership
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RETAIL – The Produce News “False Covers” Added to Coverage
CAC provided editorial to accompany cover page ads
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RETAIL – Produce Business Award for Marketing Excellence • For the 4th consecutive year CAC received a Marketing Excellence Award from Produce Business Magazine in 2015 • Awarded for the California Avocado Breakfast program
• Award presented at PMA Fresh Summit
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RETAIL – California & Portland* – Point-of-Purchase Surveys • Three Waves: early season, pre-Memorial Day and pre-4th of July • 750 Store Surveys Total
Survey Highlights • Vast majority of retailers were loyal to at least one size of California Avocados from early season through the 4th of July • California Avocados dominated on all sizes, SoCal and NorCal • While Mexico and Peru had stronger presence in Portland, 80% of stores had at least one size of California Avocados pre-4th of July • SoCal had strongest “California” presence in displays and signage
*Portland stores surveyed in third wave only
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RETAIL – California Point-of-Purchase Surveys – Display & POS Examples
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RETAIL – California and Portland Point-of-Purchase Surveys California labeling found on ~ 50% of all California Avocados
Examples of labels with clear California I.D.
Examples with 2 or more labels and California branding
• At least 50% of California Avocados clearly had California brand identification on the label* • 7% had 2 or more labels with at least one California brand I.D. *based on observations from retail surveys waves 2 and 3
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FOODSERVICE – Chain Promotion Coverage Through October 2015 Chain Promotions: 23 2015 Chain Menu Concept Presentations: 6 2015 Chains Contacted: 80
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FOODSERVICE – Chain Promotions
Del Taco
El Pollo Loco
Denny’s
Togo’s
Habit Burger
The Egg & I
zpizza
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FOODSERVICE – Chain Promotions
Shari’s
California Tortilla
Baja Fresh
La Salsa
Johnny Rockets
Rubio’s
Other Promotions: • Compass (4,000 locations) • Panera Bread (1,493 locations) • Sodexo (1,200 locations) • Morrison (800 locations) • Potbelly Sandwich (288 locations) • The Cheesecake Factory (162 locations) • On The Border (121 locations) • Marie Callender’s (71 locations) • Coco’s (68 locations) • Carrows (16 locations)
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FOODSERVICE – Chain Promotions – Menu Concepts Presentations • Wendy’s − 5,750 locations − October 13, 2015
Other Culinary Presentations: • • • • •
IHOP (1,476 locations) Noodles & Co. (380 locations) Cheddar’s (160 locations) Mimi’s (145 locations) The Egg & I (114 locations)
Menu Concepts: • • • •
Logan’s Roadhouse (261 locations) Joe’s Crab Shack (138 locations) Brick House Tavern (23 locations) Cooper’s Hawk (20 locations)
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FOODSERVICE – Advertising • Number of placements in foodservice editorial from November ’14 – October ’15 − 15 ads (1,491,860 impressions) Upscale
Jeff Rossman & The Martins Locavore
Casual Chain
Denny’s & The Lyalls Breakfast
Contract Feeder
Sodexo & Gordon Kimball Quality/Mindful
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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’14 – October ’15 − 70 placements (4,343,145 impressions)
Editorial
PR Online
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FOODSERVICE – Event Coverage • AvoTour − August 2 – 3 − Redlands, CA
• The Flavor Experience − August 3 – 5 − Newport Beach, CA
• Other Conferences − International Foodservice Editorial Council (IFEC) − Global Culinary Innovators Assn. (GCIA) − Marketing Executive Group (MEG) − International Corporate Chefs Assn. (ICCA) − PMA Foodservice
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FOODSERVICE – Event Coverage • Nutrition Executive Study Group − March 3 – 4 − Orlando, FL
• Culinary Student Outreach − May 30 − International Culinary School at the Art Institute of California – San Francisco
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RETAIL RESEARCH – Market Basket Study
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CONSUMER RESEARCH – 2015 Avocado Tracking Study Objectives To measure growing region perceptions and preference, advertising awareness and changes in consumer usage of avocados Timing Conducted in September 2015 Who was surveyed? • 1500 ages 25+ • 400 ages 18-24 to establish a benchmark • Female to Male ratio roughly 60/40; aware of avocados • Primary or shared responsibility for household grocery shopping Methodology 15-minute online survey conducted by independent researcher Bovitz, Inc.
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CONSUMER RESEARCH – 2015 Avocado Tracking Study Highlights Growing region awareness: Although California is still substantially higher, Mexico is becoming more top of mind as a growing region.
Preference for Avocado Brands: California continues to be the preferred brand, and there is still an opportunity to reduce indifference
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CONSUMER RESEARCH – 2015 Avocado Tracking Study Highlights Perception of California Avocados: Consumers continue to perceive California Avocados as significantly better on key attributes
Avocado Consumption Avocado consumption at breakfast increased since last year and is even higher among those ages 18-24