2014 CAC Dashboard Update - March (3-20-14)

Home Revenue Online & Social Media

Consumer Advertising

Consumer PR Foodservice Retail Research

KEY PERFORMANCE INDICATORS – thru Feb. 2014 (Updated 3/17/14)

862,166 Circulation

Positive direct CAC trade press circulation thru February 2014

32 Foodservice PR Placements

2.1 millions impressions have been secured through

February 2014

246,718 Facebook Fans

1.75 MM Facebook Impressions in February

30,812 Facebook Engagements (likes, comments or shares)

76 Million Consumer/Nutrition PR

Impressions Media coverage secured with

print, broadcast and online media outlets through

February 2014

19.8 Million Consumer Advertising

Impressions

19.8 million impressions have been secured through

February 2014

$1.05 Average Selling Price

Category Average Selling Price

per Unit for the 4-weeks ending January 26, 2014




REVENUE – Crop Movement and Measures












Note: retail data is through week ending January 26, 2014

REVENUE – Retail Sales and Volume




Off Season

Oct 2012 – Mar 2013

Avg. Retail Price $0.97

California “Season”

Apr – Sep 2012


REVENUE – California Season Retail Price Premium

California “Season”

Apr – Sep 2013





CONSUMER ADVERTISING – Over 19 million impressions were achieved through CAC’s America’s Test Kitchen sponsorship since November 1, 2013




CONSUMER PUBLIC RELATIONS – News Bureau • Fulfilled ongoing reactive requests by media covering California

Avocados




CONSUMER PUBLIC RELATIONS – Impressions

*This is a comprehensive total of all PR-related coverage from November 1, 2013 – February 28, 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

• Total consumer impressions secured to date: 6,763,005




Mobile site • # of Visits: 12,834 (1% decrease MoM) • Page Views/Visit: 1.97 (3% decrease YoY) • Top Content:

1. Homepage (44% of visits) 2. Red, White, Blueberry Salad (recipe) (17%

of visits) 3. My Recipes (8% of visits)

Social Media • Facebook

− Total fans: 246,718 (.3% increase MoM) − Impressions: 771,487 (7% decrease MoM) − New likes: 1,117 (22% decrease MoM)

• Twitter − Total followers: 7,378 (3% increase MoM) − Reach: 28,375 (54% increase MoM)

• YouTube − Views: 1204 (14% decrease MoM) − New subscribers: 6 (20% increase MoM)

• Instagram − Followers: 17,466 (3% increase MoM) − Likes: 89,145 (5% increase MoM)

ONLINE & SOCIAL MEDIA – February Summary Consumer Website

• # of Visits: 62,198 (2% increase MoM)* • Page Views/Visit: 2.53 (1.4% increase MoM)* • Time on site: 2:14 (4% increase MoM) • Page Views: 157,493 (3% increase MoM) • Top Content:

1. Grow your own tree (11% of visits) 2. Nutrition (10% of visits) 3. Recipes (9% of visits)

• MyRecipes Sign-ups: 244 (95% increase MoM)

Email • # of Subscribers added: 937 • Average Open Rate: 28.37% • Click through rate: 18.23% • Top clicked content: Avocado Pistachio Ice

Cream

*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




RETAIL – Retail Meetings through February Corporate Accounts




RETAIL – Trade Events

Independent retailers from across the country attended the NGA event at the Mirage in Las Vegas, Nevada from February 9-12. The show gives CAC the opportunity to interact with retailers we wouldn’t normally see at other trade events providing an excellent opportunity for networking.

CAC was part of the Produce Marketing Association’s Produce Pavilion and connected with retailers and wholesalers providing crop information, presenting our marketing programs and offering point-of-sale materials designed to drive sales of California Avocados. The expo also provided the opportunity to explain the freshness and “premium-ness” of California Avocados and the value of carrying them at retail.

The National Grocers Association Show – Where Independent Retailers Gather




RETAIL – Trade Events

CAC was one of the key sponsors for the Northern California Fresh Produce & Floral Council luncheon at the Castlewood Country Club in Pleasanton on February 20th. Retail Marketing Director Dave Howald presented an update on the 2014 crop, along with a preview of CAC’s advertising, social media outreach and in-store merchandising opportunities for retail and wholesale customers. There were 260 attendees included the following key customers: Safeway, Raley’s, Grocery Outlet, Save Mart, Lucky Supermarkets, Food Maxx, NorCal Produce and OK Produce.

Fresh Produce & Floral Council – Southern California




RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date positive direct CAC trade press circulation: 862,166 • Early season focus on CAC GAP Program and Pine Tree Ranch Activities




Three print ads were refreshed for 2014 and will run in Restaurant Hospitality, Food Management and Plate magazines.

Upscale

Jeff Rossman & The Martins Locavore

Casual Chain

Denny’s & The Lyalls Breakfast

Contract Feeder

Sodexo & Gordon Kimball Quality/Mindful

FOODSERVICE – Advertising




FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’13 – February ’14

− 32 placements (2,098,296 impressions)

Editorial

PR Online




FOODSERVICE – Events California School Nutrition Association (CSNA) Show

• November 15-16, 2013




Optimistic Cooks

RESEARCH – In creative testing to finalize sticker designs, the 4/C sticker out-performed both 2/C stickers

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2014 CAC Dashboard Update - March (3-20-14)

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