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KEY PERFORMANCE INDICATORS – thru July 2015 (Updated 8/17/15)
$1.06
712.3 Million 573 Million
Average Selling Price
Consumer Advertising Impressions
Consumer/Nutrition PR Impressions
Category Average Selling Price per Unit for the 4-weeks ending July 12, 2015
712.3 million impressions have been secured through July 2015
Media coverage secured with print, broadcast and online media outlets through July 2015
4.7 Million
3.6 Million
23
Trade Press Impressions
CaliforniaAvocado.com Visits
Foodservice Chain Promotions
Positive direct CAC trade press circulation thru July 2015
79.7 MM Facebook Impressions 322,595 YouTube Plays through July 2015
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
July-2015
4-wks ending 7/13/2014
4-wks ending 7/12/2015
Variance
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
115,843,871
145,567,002
+25.7%
$138,824,355 $1.20
$154,917,990 $1.06
+11.6% -11.2%
April-July 2014
April-July 2015
4/6/14 – 7/13/14
4/5/15 – 7/12/15
431,006,117 $507,126,901 $1.18
Oct13-Mar14 652,209,367 $704,575,741 $1.08
544,278,390 $567,516,174 $1.04
Oct14-Mar15 752,900,036 $780,108,593 $1.04
Variance +26.3% +11.9% -11.4%
Variance +15.4% +10.7% -4.1%
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REVENUE – California Season Retail Price Premium
Avg. Retail Price $1.18
Avg. Retail Price $1.04
Avg. Retail Price $1.04
Off Season California “Season”
California “Season” Apr – Sep 2014
Oct 2014 – Mar 2015
April – July 2015 (4/5/15 – 7/12/15)
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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 Festival in Kansas City (7/18), 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 – July 2015 Media
Total Impressions: 712,349,040
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
103,500
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CONSUMER PUBLIC RELATIONS – News Bureau Fulfilled ongoing reactive requests by media covering California Avocados
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CONSUMER PUBLIC RELATIONS – Seasonal Outreach • Secured 22 influential bloggers to develop California Avocado-centric recipe posts around key timeframes throughout the season • Utilized Charlie Kleinman as spokesperson for CAC’s American Summer Holidays program
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CONSUMER PUBLIC RELATIONS – Artisan Chef Coordinated in-restaurant and social media activities with artisan chef partners to promote California Avocados throughout the month of June, including a media dinner at Curtis Stone’s restaurant, Maude
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CONSUMER PUBLIC RELATIONS – Indulge Conference • Sponsored Indulge conference in Portland, OR with 100 food bloggers in attendance • Hosted a California Avocado guacamole challenge among attendees • Hosted a multi-course avocado dinner for 60 invited attendees with partner chef Carlos LaMagna
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CONSUMER PUBLIC RELATIONS – Blogger Ambassadors Blogger Ambassadors continued to develop monthly California Avocado recipe posts on their blogs, as well as promote the posts on their social channels
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NUTRITION COMMUNICATION – FitBloggin’ • Sponsored FitBloggin’ conference, with 300 fitness and nutrition bloggers in attendance • Hosted an California Avocado luncheon with chef partner Jennifer Jasinski • R.D. Ambassador Michelle Dudash led an avocado nutrition session at the luncheon to educate attendees on the benefits of California Avocados • Hosted a Twitter contest, encouraging attendees to share their favorite snack idea with California Avocados
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NUTRITION COMMUNICATION – R.D. Ambassadors R.D. Ambassadors continued their seasonal media efforts around the nutritional benefits of California Avocados
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CONSUMER PUBLIC RELATIONS – Impressions Total consumer impressions secured to date: 573,378,986
*This is a comprehensive total of all PR-related coverage from November 1, 2014 – July 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 – July 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 July
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RETAIL – Retail Promotions Display & Sales Contests were coordinated with the following retailers during the summer featuring California Avocados through the 4th of July.
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RETAIL – Retail Promotions In-store demos showcasing the versatility of California Avocados occurred with the following retailers during the summer through the 4th of July. (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
June 6 May 6
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RETAIL – Trade Events CAC participated as a sponsor and exhibitor at the FPFC Southern California Expo in Anaheim. California Avocado Grower Jim Swoboda joined us as we connected with retailer decision makers and produce managers that stopped by our booth, answering their questions and discussing our marketing programs and retail support available designed to drive sales of California Avocados. Fresh Produce & Floral Council Expo – SoCal
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RETAIL – SRD and Retail Communications California Fresh Sandwiches – Customized Recipe Booklets • Select top-tier retailers were offered the opportunity to customize the California Fresh Sandwiches recipe booklets • Each retailer provided two recipes – one recipe was featured in their customized booklet; both recipes are featured on the CAC website with attribution to the retailer
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RETAIL – SRD and Retail Communications California Fresh Sandwiches – National SRD Recipe Contest • Recipe contest open to SRDs and nutrition professionals employed by retailers • More than 350 qualified professionals invited to enter and submit their original sandwich recipe • Entries were submitted from targeted retailers, including Kroger, Raley’s, Hy-Vee & Giant Eagle • 23 qualifying recipes were evaluated • 10 winners were chosen and recipes with photos will be featured on CAC website
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RETAIL – SRD and Retail Communications Grove Tour • Retail guests included: − Gelson’s Markets: Will Gresham, Social Media Manager − Mollie Stone’s: Liz Milks, Social Media Project Manager • Social media results = more than 30,000 impressions via Twitter, Instagram and Facebook
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RETAIL – SRD and Retail Communications California Avocado Month (June) • Activity with retailers ran throughout the month to encourage consumers to increase their consumption of Fresh California Avocados • Three customized social media programs reached more than 15,000 Facebook fans and 8,000 Twitter and Instagram followers at Gelson’s, Mollie Stone’s and Bristol Farms • King Soopers mentioned California Avocado Month in a TV segment on Colorado’s Best to 15,400 viewers − The retailer deemed avocados as “Dietitian Tip of the Week” and promoted in all 146 King Soopers Pharmacies
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RETAIL – SRD and Retail Communications Themed Monthly Bundles • Bundle #2: May − Theme: California Avocado Month and American Summer Holidays • Bundle #3: June − Theme: California Fresh Snacking • Sent to 75 top-tier retail influencers including supermarket registered dietitians, cooking school directors and community affairs managers • Distributed at in-store and community events
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RETAIL – Trade Public Relations Events Representatives from key produce publications participated in the California Avocado Commission grove tour in April, resulting in positive trade media coverage
Editor of The Produce News, John Groh (left) photographs grower Randy Axell demonstrating how to pick an avocado
The Packer News Editor Chris Koger shooting photos and videos at the media tour
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RETAIL – Trade Public Relations Coverage
*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 November 2014 – July 2015 More than 4.6 million trade press impressions*
CAC provided editorial to accompany cover page ads *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 – California Retail Surveys Wave 2: May 21-29, 2015
250 Stores
Conventional PLUs Percent Distribution: SCAL 4046
NCAL 4046
SCAL 4225
NCAL 4225
SCAL 4770
NCAL 4770
Calif.
70%
42%
27%
45%
35%
25%
Mexico
0%
6%
4%
12%
4%
0%
Not in Store
30%
52%
69%
47%
61%
74%
Other
0%
1%
0%
1%
0%
1%
Organic PLUs Percent Dist.: • As in April, California Avocados dominated distribution in the state • California and Mexico % store distribution is closer for Organics with Mexico stronger on #94046 • No avocados from Peru or Chile Percentages rounded to nearest whole number
SCAL 94046
NCAL 94046
SCAL 94225
NCAL 94225
Calif.
26%
12%
25%
16%
Mexico
9%
19%
6%
6%
Not in Store
65%
69%
69%
77%
Other
0%
0%
0%
1%
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RETAIL – California and Portland Retail Surveys Wave 3: June 28-July 5, 2015
250 Stores: California and Portland
Highlights of California Surveys • Vast majority of retailers were loyal to California Avocados through the 4th of July • California Avocados dominated on all sizes, SoCAL and NorCAL • Average number of avocado displays declined somewhat vs. prior waves • SoCAL had strongest “California” presence in displays and signage • 4th of July signage not widely found
Percentages rounded to nearest whole number
California labeling found on ~ 50% of all California Avocados in California and Portland
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RETAIL – California and Portland Retail Surveys Portland Retail Surveys Key Question: Was CAC Ad Buy Warranted for 4th of July Flight? − Results Confirm Solid Distribution • • •
80% of stores had at least one size (or bagged) California Avocados California was dominant source for 4770 and organics (close for bags) Mexico was dominant source for 4046, 4225 and bags
•
Minor distribution for Peru
Organic PLUs Percent Dist.:
Portland Portland Portland Portland Portland Portland 4046 4225 4770 94046 94225 BAGS California
35%
13%
31%
24%
33%
25%
Mexico
43%
19%
14%
3%
0%
30%
Peru
6%
0%
0%
0%
3%
1%
Not in Store
16%
68%
55%
74%
65%
44%
Other
0%
0%
0%
0%
0%
0%
Percentages rounded to nearest whole number
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FOODSERVICE – Chain Promotion Coverage Through April 2015 Chain Promotions: 23 2015 Chain Menu Concept Presentations: 5 2015 Chains Contacted: 78
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FOODSERVICE – Chain Promotions • Shari’s 96 locations May 1 – July 15
• Baja Fresh 175 locations May 1 – August 31
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FOODSERVICE – Chain Promotions • La Salsa 35 locations May 1 – August 31
• zpizza 89 locations May 11 – July 31
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FOODSERVICE – Chain Promotions • Rubio’s 193 locations May 13 – August 4
• Togo’s 250 locations June 4 – July 22
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FOODSERVICE – Chain Promotions • Johnny Rockets 180 locations May 25 – July 28
• Del Taco 551 locations May 20 – September 2
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FOODSERVICE – Chain Promotions • California Tortilla 40 locations June 1 – June 30
• The Egg & I 115 locations June 22 – August 9
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FOODSERVICE – Chain Promotions • Mimi’s Menu Concepts Presentation 145 locations May 27
• • • • • • • • •
Other Promotions: Compass (4,000 locations) Panera Bread (1,493 locations) Sodexo (1,200 locations) Morrison (800 locations) Cheesecake Factory (162 locations) On The Border (121 locations) Coco’s (113 locations) Carrows (55 locations)
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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’14 – July ’15 − 64 placements (3,398,031 impressions)
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PR
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FOODSERVICE – Event Coverage • Marketing Executive Group (MEG) May 13 – 15 Chicago, IL
• International Corporate Chefs Association (ICCA) June 13 – 18 Portland, ME
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FOODSERVICE – Event Coverage • PMA Foodservice Conference July 24 – 26 Monterey, CA
• Culinary Student Outreach May 30 International Culinary School at the Art Institute of California – San Francisco
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Produce Business Award Winner 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