2014 CAC Dashboard Update November (11-13-14)

Home Revenue Online & Social Media

Consumer Advertising

Consumer PR Foodservice Retail Research

KEY PERFORMANCE INDICATORS – thru September 2014 (Updated 11/5/14)

1 Billion Consumer/Nutrition PR

Impressions Media coverage secured with

print, broadcast and online media outlets through September 2014

6.4 Million Foodservice PR

Impressions 97 Foodservice PR Placements

have been secured through September 2014

279,331 Facebook Fans

956,060 MM Facebook

$1.15 Average Selling Price

Category Average Selling Price

per Unit for the 4-weeks ending September 28, 2014

4.2 Million Circulation

Positive direct CAC trade press circulation thru September

2014

817 Million Consumer Advertising

Impressions

817 million impressions have been secured through

September 2014




REVENUE – Crop Movement and Measures












RETAIL (4 wks)

September-2013 4-wks ending 9/29/2013

September-2014 4-wks ending 9/28/2014

Variance

Volume (Unit) 100,776,058 103,424,349 +2.6%

Dollars $112,995,588 118,819,325 +5.2% Avg. Selling Price/Unit $1.12 $1.15 2.5%

RETAIL California Season

Apr-Sep 2013

Apr-Sep 2014

Variance

Volume (Unit) 738,259,506 731,248,081 -0.9% Dollars $776,176,512 $858,208,651 +10.6%

Avg. Selling Price/Unit $1.05 $1.17 +11.6%

RETAIL Non-California Season

Oct12-Mar13

Oct13-Mar14

Variance

Volume (Unit) 631,288,729 666,187,074 +5.5% Dollars $612,284,768 $719,688,047 +17.5%

Avg. Selling Price/Unit $0.97 $1.08 +11.4%

REVENUE – Retail Sales and Volume




Off Season

Oct 2013 – Mar 2014

Avg. Retail Price $1.08

California “Season”

Apr – Sep 2013


REVENUE – Retail Prices

California “Season”

Apr – Sep 2014





CONSUMER ADVERTISING – Over 817 million impressions have been achieved so far this year through September including over 1 million impressions in September alone.




CONSUMER ADVERTISING – An online advertising campaign continued to run in September




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




CONSUMER PUBLIC RELATIONS – Nutrition Communications R.D. Ambassadors continued their seasonal media efforts around the nutritional benefits of California Avocados




CONSUMER PUBLIC RELATIONS – Impressions

*This is a comprehensive total of all PR-related coverage from November 1, 2013 – September 31, 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: 1,029,701,771




Mobile site • # of Visits: 32,145 (18% increase MoM) • Page Views/Visit: 1.59 (1% increase MoM) • Time on site: 1:26 (0% difference MoM)

Social Media • Facebook

− Total fans: 279,331 (1% increase MoM) − Impressions: 956,060 (37% decrease MoM) − New likes: 3,685 (16% decrease MoM)

• Twitter − Total followers: 9,598 (4% increase MoM) − Retweets: 367 (40% increase MoM)

• YouTube − Views: 2,710 (4% increase MoM) − New subscribers: 5 (25% increase MoM)

• Instagram − Followers: 24,261 (3% increase MoM) − Likes: 149,264 (10% increase MoM)

ONLINE & SOCIAL MEDIA – September Summary

Consumer Website • # of Visits: 201,422 (11% decrease MoM) • Page Views/Visit: 1.79 (0% change MoM) • Time on site: 1:31 (0% change MoM) • Total Page Views: 360,709 (13% decrease MoM)

Consumer Blog • # of Visits: 17,610 (17% decrease MoM) • Page Views/Visit: 1.59 (10% decrease MoM) • Time on site: 1:55 (56% increase MoM) • Total Subscriptions: 392 (1% increase MoM)

Email • # of Subscribers added: 14,843 • Average Open Rate: 23% • Click through rate: 16% • Top clicked content: California Avocado

Chocolate Chip Cookies A note about performance:

• CaliforniaAvocado.com performed especially well in July and August, skewing results negatively as ad efforts decreased in September due to declining crop volume




RETAIL – Retail Meetings through September Corporate Accounts

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

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

http://www.newseasonsmarket.com/

http://www.wegmans.com/webapp/wcs/stores/servlet/HomepageView?storeId=10052&catalogId=10002&langId=-1

http://www.unitedsalad.com/index.php

http://acmemarkets.com/

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




Sales Contests

RETAIL – Retail Promotions – Labor Day

Southwest (Phoenix) Northwest (Portland)

Southern California

In-store Fresh-Made Guacamole Sales Contests




California Avocado sampling events were held at Rouse’s Stores in South Louisiana and Alabama. More than 2,500 people sampled the fresh fruit during the weekend of September 5, 2014

RETAIL – Retail Promotions – Labor Day

Ralphs’ showcased custom in-store POS in all 228 stores, as well as an ad featuring California Avocado grower Doug O’Hara during Labor Day




RETAIL – Trade Public Relations Coverage Total FY 2013-14 More than 4.2 million direct CAC trade press circulation




RETAIL – SRD and Retail Communications Platinum Sponsorship of PBH SRDs at Fresh Summit

RD Kristen Johnson, Mrs. Green's Natural Market, and Joanie Taylor, Schnucks, Director of Consumer Affairs model CAC shoulder bag

Twitter Contest – Tweets covered all the elements of CAC’s sponsorship




FOODSERVICE – Public Relations Coverage Number of placements in foodservice editorial from November ’13 – September ’14 • 97 placements (6,369,827 impressions)

Editorial PR




FOODSERVICE – Chain Promotion Coverage

2014 Chain Promotions: 20 2014 Chains Contacted: 62

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

http://www.fuzzystacoshop.com/




FOODSERVICE – Chain Promotions

• Fuzzy’s Taco Shops 100 locations Aug 4 – Sep 14, 2014

• Buffalo Wild Wings Menu Concept Presentation: 840 locations September 10, 2014




RESEARCH – Mega Users are over represented in SoCal. They are more likely to be Hispanic, employed, in a relationship, and enjoy a higher income

• The youngest of the user groups (average age of 44)

• Most likely to be employed (72%)

• Has the highest income of the user groups (average $88K HHI)

• Most likely to be in a relationship (77%)

• Almost 1 in 4 are of Hispanic origin (23%)

• 83% are Sophisticated Naturalists or Traditionalists

• 38% of them live in a California ad market

H

15%

21%

44%

10%

10%

2014 (C)

Light(<12)

Medium(12-36)

Heavy(37-119)

Super(120-209)

Mega(>210)

Source: Fall 2014 Avocado Tracking Study, Bovitz, Inc.




RESEARCH – California Avocados continue to be seen as the most premium

Q13A. Please rate the premiumness of avocados from the following regions where ten is the most premium and zero the most basic. Base: Ad Markets aware of growing region – 2013 (n=652), 2014 (n=661) Ad Market respondents aware of growing regions who recall seeing the Premium ad – 2013 (n=126), 2014 (n=164) Note: Question added in 2013.

% Top 3 Box on a 10 pt. scale

AD MARKETS 2012 (A) 2013 (B) 2014 (C)

California N/A

Florida N/A

Hawaii N/A

Mexico N/A

Chile N/A

Peru N/A

Source: Fall 2014 Avocado Tracking Study, Bovitz, Inc.

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2014 CAC Dashboard Update November (11-13-14)

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