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KEY PERFORMANCE INDICATORS – thru April 2015 (Updated 5/15/15)
$1.06
91.7 Million 250 Million
Average Selling Price
Consumer Advertising Impressions
Consumer/Nutrition PR Impressions
Category Average Selling Price per Unit for the 4-weeks ending April 19, 2015
91.7 million impressions have been secured through April 2015
Media coverage secured with print, broadcast and online media outlets through April 2015
2.6 Million
287,661
1.8 Million
Trade Press Impressions
Facebook Fans
Foodservice PR Impressions
Positive direct CAC trade press circulation thru April 2015
6.0 MM Impressions 117,947 Daily Engaged Users
31 Foodservice PR Placements have been secured through April 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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April-2014
April-2015
4-wks ending 4/20/2014
4-wks ending 4/19/2015
Variance
REVENUE – Retail Sales and Volume RETAIL (4 wks) Volume (Unit)
115,801,392
135,790,120
+17.3%
Dollars Avg. Selling Price/Unit
$130,996,225 $1.13
$144,378,521 $1.06
+10.2% -6.0%
RETAIL California Season Volume (Unit) Dollars Avg. Selling Price/Unit RETAIL Non-California Season Volume (Unit) Dollars Avg. Selling Price/Unit
April-2014
April-2015
4/6/14 – 4/20/14
4/5/15 – 4/19/15
85,599,178 $98,088,493 $1.15
Oct13-Mar14 666,187,074 $719,688,047 $1.08
103,397,921 $109,337,154 $1.06
Oct14-Mar15 769,205,017 $798,351,034 $1.04
Variance +20.8% +11.5% -7.7%
Variance +15.5% +10.9% -3.9%
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REVENUE – California Season Retail Price Premium
Avg. Retail Price $1.17
Avg. Retail Price $1.04
Avg. Retail Price $1.06
Off Season California “Season”
California “Season” Apr – Sep 2014
Oct 2014 – Mar 2015
April 2015 (4/5/15 – 4/19/15)
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CONSUMER ADVERTISING – General Market & In-Store Radio A radio advertising campaign for both General Market and In-Store launched, supporting the California Label initiative and the “Distinctly Californian” messaging GM Radio – :30 “What Makes It California” VO: Ever notice there are a lot of dishes with California in their name?
CAC Monthly Impressions April 2015 Media
Total Impressions
The California Club, California Burger, California Roll.
GM Radio
52,757,000
See in the culinary world, California means avocado.
In-Store Radio
17,616,741
And you can’t use just any avocado; it says so right in the name. It’s what turns a regular dish into one that’s deliciously and distinctly Californian. So next time you’re shopping for avocados, be sure to look for California on the label. Available now at (your local retailer).
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CONSUMER ADVERTISING – Digital Display A digital display and mobile banner campaign launched in April emphasizing the distinction of the California Avocado, especially in regards to well-known recipes, including the California Club CAC Monthly Impressions April 2015 Media Digital Display
Flash Display Banners
Total Impressions 8,180,766
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CONSUMER ADVERTISING – Retailer Programs Schnucks Mobile Geo-Fencing Program A mobile advertising campaign launched in April to support Schnucks, using geo-fencing (location-based targeting) to drive customers into nearby stores where California Avocados were available
AmazonFresh Static Display Banners A partnership with AmazonFresh began with digital banners supporting the California Label initiative and driving purchase through the retailer. Additional media placement to come throughout May and June
AmazonFresh Static Display Banners
Schnucks Mobile Geo-Fencing Program
CAC Monthly Impressions April 2015 Media Retailer Programs
Total Impressions 13,069,310
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CONSUMER ADVERTISING – Events Participation at the Chipotle Cultivate Festival in Phoenix (4/18), celebrating music, food, and sustainable food production. Footprint included booth and signage creating awareness for California Avocados CAC Monthly Impressions April 2015 Media
Total Impressions
Digital Display
8,180,766
GM Radio
52,757,000
In-Store Radio
17,616,741
Retailer Programs
13,069,310
Events
28,500 Total:
91,652,317
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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 toast recipes created by chef partners Maxine Sui (San Francisco) and Jessica Koslow (Los Angeles)
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CONSUMER PUBLIC RELATIONS – News Bureau • Food Blogger Ambassadors and Health and Wellness Blogger Ambassadors developed their first monthly California Avocado recipe posts for the season • Ambassadors include bloggers from: Dine and Dish; Cookin’ Canuck; Soufflé Bombay; I Wash You Dry; Average Betty; Noble Pig; Green Lite Bites; and Sisterhood of the Travelling Pants
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CONSUMER PUBLIC RELATIONS – Grove Tour • Conducted a farm-to-fork grove tour in Ventura County for consumer and trade media, Registered Dietitians (RD) and foodservice operators • Nearly 40 attendees experienced tours of a nursery, Randy Axell’s avocado grove and a packing house, and enjoyed delicious avocado-centric meals • Initial coverage from the event has resulted in more than 1.2 million media impressions to date
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NUTRITION COMMUNICATIONS – News Bureau • Registered Dietitian Ambassadors began their seasonal media efforts around the nutritional benefits of California Avocados • Outreach began to key media RDs to educate them on California Avocados and examine opportunities for them to highlight the fruit in their media activities • RD Ambassador Katie Ferraro, MPH, RD, CDE hosted broadcast segment in San Diego • Media RDs such as Megan Roosevelt have began including California Avocados in their media activities
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CONSUMER PUBLIC RELATIONS – Impressions Total consumer impressions secured to date: 250,041,603
*This is a comprehensive total of all PR-related coverage from November 1, 2014 – April 30, 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 – April 2015 Consumer Website • • • •
# of Visits: 1.3 MM (260% increase YoY) Page Views/Visit: 1.71 (28% decrease YoY)* Time on site: 1:13 (40% decrease YoY)* Total Page Views: 2.2MM (160% increase YoY)
Consumer Blog • • • •
# of Visits: 207,794 (1685% increase YoY) Page Views/Visit: 1.72 (32% decrease YoY)* Time on site: 1:29 (44% decrease YoY)* Total Subscriptions: 638 (101% increase YoY)
Social Media • Facebook − Total fans: 287,661(124% increase YoY) − Impressions: 6.0 MM (3% increase YoY) − New likes: 14,516 (9% decrease YoY)
• Twitter − Total followers: 11,195 (37% increase YoY) − Total Retweets: 1,157 (40% decrease YoY)
• YouTube − Views: 15,252 (56% increase YoY) − New subscribers: 51 (46% increase YoY)
• Instagram − Followers: 25,273 (43% increase YoY) − Total Likes: 1,019,495(98% increase YoY)
Mobile site • # of Visits: 328,812 (400% increase YoY)* • Page Views/Visit: 1.43 (21% decrease YoY) • Time on site: 0:51 (24% decrease YoY) Notes
• A decrease in engagement with websites/blogs is expected with a substantial increase in traffic • The new site tracks mobile differently than the old site resulting in the large increase reported this period
Email • • • •
# of Subscribers added: 45,157 Average Open Rate: 24% Click through rate: 14% Top clicked content: Guacamole Recipes
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RETAIL – Retail Meetings through April
Corporate Accounts
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RETAIL – Retail Promotions California Avocado ad in Bristol Farms’ Passport to Savings booklets in-store and California Organic Avocados featured in-store through May
Social Media Geo-Fencing with Bristol Farms in April made consumers aware California Avocados were available in their stores
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RETAIL – Retail Promotions Ralphs ran a front-page circular ad featuring California Avocado Grower Doug O’Hara and supported the promotion with in-store POS.
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RETAIL – Trade Events CAC participates as a sponsor and exhibits at trade events to connect with our key retailers in attendance providing 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 Luncheon – Southern California
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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 Themed Monthly Bundles • Bundle #1 − Mailed to 75 top-tier retail influencers including supermarket registered dietitians, cooking school directors and community affairs managers • Programs in the works with − Balls Food Stores − Harmons Grocery − Hy-Vee − Dierbergs Markets − Bashas’ − King Soopers
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RETAIL – Trade Public Relations Events In March and April CAC met with key produce news organizations to foster positive trade media coverage for California Avocados
Jan DeLyser presents to The Packer editorial staff
The Packer editor with DeLyser The Produce News’ editor and online editor with DeLyser
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RETAIL – Trade Public Relations Coverage November 2014 – April 2015 More than 2.6 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 – California Retail Surveys April 13-22; 249 stores Conventional PLUs Percent Distribution: SCAL 4046
NCAL 4046
SCAL 4225
NCAL 4225
SCAL 4770
NCAL 4770
Calif
61%
41%
25%
45%
47%
31%
Mex
8%
5%
2%
17%
3%
1%
Not in Store
31%
53%
72%
38%
49%
67%
Other
0%
1%
0%
1%
1%
SCAL 94046
NCAL 94046
SCAL 94225
NCAL 94225
Calif
21%
14%
22%
20%
Mex
19%
27%
2%
12%
61%
59%
77%
68%
0%
0%
0%
0%
1%
• California had strongest % store distribution for every size • SCAL tended to have larger sizes in distribution than NCAL
Organic PLUs Percent Dist.:
• California and Mexico % store distribution is closer for Organics vs. conventional avocados Not in Store
Other
25
Percentages rounded to nearest whole number
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RETAIL – California Retail Surveys Display & POS Examples
26
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FOODSERVICE – Chain Promotion Coverage Through April 2015 Chain Promotions: 7 2015 Chain Menu Concept Presentations: 4 2015 Chains Contacted: 78
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FOODSERVICE – Chain Promotions • El Pollo Loco 395 locations March 7 – April 15
• Coco’s 113 locations March 24 – July 5
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FOODSERVICE – Chain Promotions • Carrows 55 locations March 31 – June 29
• Marie Callender’s 90 locations April 6 – June 25
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FOODSERVICE – Chain Promotions • Denny’s 415 locations April 15 – August 15
• Potbelly Deli 288 locations April 17 – June 8
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FOODSERVICE – Chain Promotions • Habit Burger 115 locations April 29 – June 2
• IHOP Menu Concepts Presentation 1,500 locations April 9
• Noodles & Company Menu Concepts Presentation 410 locations April 30
ask for your charburger
A Double Ch arburger ser ved w ith fresh Califor n ia avocado on gr illed sourdough bread, it’s a Habit tradition you w on’t fin d on our men u board .
only
5
$ 45 +ta x
# ha bitburger
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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’14 – April ’15 − 31 placements (1,762,914 impressions)
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RESEARCH – California Label Initiative
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RESEARCH – California Labels Secondary Label
California Label with Barcode
Handler-Specific California Labels
California PLU Label
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RESEARCH – California Label Initiative – Bag Headers
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