2014 CAC Dashboard Update - May (5-14-14)

Home Revenue Online & Social Media

Consumer Advertising

Consumer PR Foodservice Retail Research

KEY PERFORMANCE INDICATORS – thru May 2014 (Updated 5/12/14)

1.5 Million Circulation

Positive direct CAC trade press circulation thru April 2014

54 Foodservice PR Placements

3.7 millions impressions have been secured through

April 2014

256,448 Facebook Fans

1.98 MM Facebook Impressions in April

Nearly 20,000 visits to new CAC blog

289 Million Consumer/Nutrition PR

Impressions Media coverage secured with

print, broadcast and online media outlets through April

2014

65 Million Consumer Advertising

Impressions

65 million impressions have been secured through

April 2014

$1.09 Average Selling Price

Category Average Selling Price

per Unit for the 4-weeks ending March 23, 2014




REVENUE – Crop Movement and Measures












RETAIL Non-California Season

(4 wks) March-2013

4-wks ending 3/24/2013 March-2014

4-wks ending 3/23/2014 Variance

Volume (Unit) 108,562,532 114,517,806 +5.5%

Dollars $103,924,652 $124,900,758 +20.2% Avg. Selling Price/Unit $0.96 $1.09 +13.9%

RETAIL California Season Apr-Sep 2012 Apr-Sep 2013 Variance

Volume (Unit) 638,863,807 738,259,505 +15.6% Dollars $681,202,922 $776,176,513 +13.9%

Avg. Selling Price/Unit $1.07 $1.05 -1.4%

RETAIL Non-California Season*

Oct12-Mar13 10/7/12 – 3/24/13

Oct13-Mar14 10/6/13 – 3/23/14

Variance

Volume (Unit) 605,769,700 635,976,953 +5.0% Dollars $586,078,442 $687,029,666 +17.2%

Avg. Selling Price/Unit $0.97 $1.08 +11.7% *Data for final week of the Non-CA Season is not yet available. Prior Non-Season has been adjusted accordingly.

REVENUE – Retail Sales and Volume




Off Season

Oct 2013 – Mar 2014

Avg. Retail Price $1.08

California “Season”

Apr – Sep 2013

Avg. Retail Price $1.05

REVENUE – Retail Prices

California “Season”

Apr 2014

Avg. Retail Price NA




CONSUMER ADVERTISING – 65 million impressions achieved through America’s Test Kitchen sponsorship and radio ads highlighting the location where California Avocados are grown




CONSUMER PUBLIC RELATIONS – News Bureau • Fulfilled ongoing reactive requests by media covering California Avocados • Developed and distributed season opener press release featuring California

Avocado recipes created by Registered Dietitian Ambassador Katie Ferraro, MPH, RD, CDE

• Developed all recipes and corresponding photography for media efforts for the upcoming season

Katie Ferraro, MPH, RD, CDE




CONSUMER PUBLIC RELATIONS – News Bureau • Blogger Ambassadors developed their first monthly California Avocado recipe

posts on their blogs for the season • Ambassadors include: Kristen Doyle, Dine and Dish; Dara Michalski, Cookin’

Canuck; Rachael Matthews, A Southern Fairy Tale; Shawn Syphus, I Wash You Dry; Sarah O’Donnell, Average Betty; and Diane, Created by Diane




Nutrition Communications – News Bureau • Registered Dietitian Ambassadors began their seasonal media

efforts around the nutritional benefits of California Avocados • Both Michelle Dudash, RDN and Katie Ferraro, MPH, RD, CDE

hosted broadcast segments in Phoenix and San Diego respectively




Nutrition Communications – California Dietetic Association • CAC hosted a booth at the California Dietetic Association annual

meeting • Promoted nutritional benefits of California Avocados to more

than 700 Registered Dietitians through one-on-one education, distribution of materials and product sampling




CONSUMER PUBLIC RELATIONS – Impressions

*This is a comprehensive total of all PR-related coverage from November 1, 2013 – April 30, 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: 289,878,254




Mobile site • # of Visits: 14,005 (24% increase MoM) • Page Views/Visit: 1.68 (6.9% decrease YoY) • Time on site: 1:00 (22% decrease MoM)

Social Media • Facebook

− Total fans: 256,448 (2.6% increase MoM) − Impressions: 1.98 MM (94% increase MoM) − New likes: 6,757 (79% increase MoM)

• Twitter − Total followers: 8,183 (5% increase MoM) − Retweets: 864 (70% increase MoM)

• YouTube − Views: 1,108 (45% decrease MoM) − New subscribers: 6 (20% increase MoM)

• Instagram − Followers: 17,934 (2% increase MoM) − Likes: 103,631 (12% increase MoM)

ONLINE & SOCIAL MEDIA – April Summary

Consumer Website • # of Visits: 83,072 (10% increase MoM) • Page Views/Visit: 2.2 (6.8% decrease MoM) • Time on site: 1:54 (7.6% decrease MoM) • Total Page Views: 184,020 (3% increase MoM) • Unique Visitors: 62,164 (45% increase MoM)

Consumer Blog • # of Visits: 19,915 (72% increase MoM) • Page Views/Visit: 2.1 (13% decrease MoM) • Time on site: 1:51 (24% decrease MoM) • Total Subscriptions: 324 (37% increase MoM)

Email • # of Subscribers added: 964 • Average Open Rate: 24% • Click through rate: 13.5% • Top clicked content: Spring into California

Avocado Season (CAC’s season opening recipe campaign)

*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

Win(s) of the month: • Visits to The Scoop Blog are up 72% MoM (nearly 20k) • Facebook impressions topped 1.98 Million!




RETAIL – Retail Meetings through April Corporate Accounts

http://www.dierbergs.com/dierbergs.com/Dierbergs.com+Homepage.htm

http://www.mipueblo.com/mipueblo/




RETAIL – Ad Activity




25 Retail Display Bins shipped through April 2014

RETAIL – Retail Merchandising

https://www.atkinsons.com/default.aspx




RETAIL – Trade Events

CAC co-sponsored the FPFC luncheon at the Sheraton Cerritos on Wednesday, April 23. CAC spear-headed the Fresh Snack Challenge for Kids in an interactive challenge with the audience, creating fun, kid-appealing snacks using the sponsors products: a California Avocado, one Tasti-Lee Tomato, Bolthouse Baby Carrots and Frieda’s Purple Snow Peas.

The snack challenge was held in conjunction with Produce Marketing Association’s (PMA) President Cathy Burns keynote presentation where she spoke about the Eat Brighter program; PMA’s partnership with Sesame Street and plans to increase consumption of fresh fruits and vegetables to children.

Fresh Produce & Floral Council (FPFC) – Southern California




RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date More than 1.5 million direct CAC trade press

circulation




RETAIL – Trade Public Relations Coverage Season Opener and Snacking Initiatives Received Excellent Pick-Up




RETAIL – SRD and Retail Communications Produce for Better Health 2014 Annual Conference Twenty-four supermarket dietitians attended the Produce for Better Health’s Annual Conference in Scottsdale last month to discuss consumer trends and interests around nutrition and eating habits. This three-day event provided the opportunity to reach SRDs and influencers in group and one-on-one setting to meet, network and brainstorm ideas to promote California Avocados through the SRDs and their ongoing connections with consumers.




Three print ads are running 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 – April ’14

− 54 placements (3,686,042 impressions)

Editorial

PR Online




FOODSERVICE – Chain Promotion Coverage

2014 Chains Contacted: 57 2014 Chain Promotions in Negotiation: 21

http://www.iammorrison.com/default.aspx

http://www.fuzzystacoshop.com/




FOODSERVICE – Chain Promotions

• Denny’s 1,571 locations April – June 2014

• El Pollo Loco 415 locations April 26 – May 30, 2014





• Baja Fresh 200 locations April 28 – September 26, 2014

• La Salsa 35 locations April 21 – August 24, 2014





• Habit Burger 90 locations April 30 – June 10, 2014

• Shari’s 98 locations May – June 2014




FOODSERVICE – Events American Culinary Federation (ACF) Western Regional Conference

• March 2-4, 2014




Optimistic Cooks

RESEARCH – According to the Avocado Consumer Tracking Study, consumers are eating more avocados at all dayparts




Optimistic Cooks

RESEARCH – Consumers in CAC’s ad markets are eating more avocados during all occasions versus those in non-ad markets

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2014 CAC Dashboard Update - May (5-14-14)

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