2014 cac dashboard update october (10 7 14)

Home Revenue Online & Social Media

Consumer Advertising

Consumer PR Foodservice Retail Research

KEY PERFORMANCE INDICATORS – thru Aug 2014 (Updated 10/6/14)

3.3 Million Circulation

Positive direct CAC trade press circulation thru August 2014

6 Million Foodservice PR

Impressions 92 Foodservice PR placements

have been secured through August 2014

276,100 Facebook Fans

1.52 MM Facebook Impressions in August

Highest # of search visits to website on record!

820 Million Consumer/Nutrition PR

Impressions Media coverage secured with

print, broadcast and online media outlets through August

2014

816 Million Consumer Advertising

Impressions

816 million impressions have been secured through

August 2014

$1.17 Average Selling Price

Category Average Selling Price

per Unit for the 4-weeks ending September 7, 2014




REVENUE – Crop Movement and Measures












*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 RETAIL

Non-California Season (4 wks)

September-2013 4-wks ending 9/8/2013

September-2014 4-wks ending 9/7/2014

Variance

Volume (Unit) 107,250,642 107,883,201 +0.6%

Dollars $121,574,295 $125,737,936 +3.4% Avg. Selling Price/Unit $1.13 $1.17 +2.8%

RETAIL California Season

Apr-Sep 2013* 4/7/13– 9/8/13

Apr-Sep 2014* 4/6/14– 9/7/14

Variance

Volume (Unit) 665,413,863 654,733,426 -1.6% Dollars $693,925,920 $771,293,835 +11.1%

Avg. Selling Price/Unit $1.04 $1.18 +13%

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%




Off Season

Oct 2013 – Mar 2014

Avg. Retail Price $1.08

California “Season”

Apr – Sep 2013 (4/7/13 – 9/8/13)


REVENUE – Retail Prices

California “Season”

Apr – Sep 2014 (4/6/14 – 9/7/14)


* California Season data is only available through 9/7/14. Prior California Season has also been adjusted accordingly.




CONSUMER ADVERTISING – 816 million impressions have been achieved so far this year through August including 114 million impressions in August alone.




CONSUMER ADVERTISING – An integrated advertising campaign ran throughout the month of August

Outdoor

Online On Radio

At Events




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




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 – August 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: 820,624,886




Mobile site • # of Visits: 32,145 (18% increase MoM) • Page Views/Visit: 1.55 (0% difference MoM) • Time on site: 1:00 (0% difference MoM)

Social Media • Facebook

− Total fans: 276,100 (2% increase MoM) − Impressions: 1.55 MM (14% increase MoM) − New likes: 4,410(2% increase MoM)

• Twitter − Total followers: 9,398 (5% increase MoM) − Retweets: 317(21% increase MoM)

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

• Instagram − Followers: 24,210 (4% increase MoM) − Likes: 141,543 (10% increase MoM)

ONLINE & SOCIAL MEDIA – August Summary

Consumer Website • # of Visits: 241,594 (7% decrease MoM) • Page Views/Visit: 1.84 (1% increase MoM) • Time on site: 1:34 (1% increase MoM) • Total Page Views: 438,672 (6% decrease MoM) • Unique Visitors: 185,914 (33% increase MoM)

Consumer Blog • # of Visits: 27,771 (69% increase MoM) • Page Views/Visit: 1.55 (9% increase MoM) • Time on site: 1:55 (56% increase MoM) • Total Subscriptions: 392 (1% increase MoM)

Email • # of Subscribers added: 13,052 • Average Open Rate: 24% • Click through rate: 14.15% • Top clicked content: Pickling Avocados

Win of the month: • Over 140k of the total visits to the website were

referrals from search engines (Google, Yahoo! etc.)




RETAIL – Retail Promotions

Feature Grower Ad

Custom POS

Ralphs’ showcased custom in-store POS in all 228 stores, as well as a California Avocado grower Doug O’Hara for their California Avocado Labor Day promotion.




In-store Fresh-Made Guacamole Sales Contests were featured in the following Albertsons divisions: Southwest (Phoenix); Northwest (Portland) and Southern California.

RETAIL – Retail Promotions




RETAIL – Retail Education (Produce Manager Expos) CAC presented at retailer expos for Schnucks (St. Louis) and HEB (Texas) to educate produce managers about California Avocados via consumer research, ripening and nutrition information and presented retailer data on the benefits of carrying California Avocados versus other sources of origin.




RETAIL – Feature Ads




RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date More than 3.2 million direct CAC trade press circulation




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

− 92 placements (6,049,425 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

• Togo’s 250 locations Jul 16 – Aug 10, 2014

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

• Which Wich 303 locations Jul 7 – Aug 10, 2014




FOODSERVICE – Chain Promotions • Menu Concept Presentations:

Applebee’s (2,000 locations) Denny’s (1, 571 locations) Chili’s (1,500 locations) Buffalo Wild Wings (840 locations) Culver’s (500+ locations) Noodles & Co. (327 locations) CPK (197 locations) Souplantation (128 locations) Marie Callender’s (75 locations) Maggiano’s (50 locations) Black Angus (45 locations)




FOODSERVICE – Events

Flavor Experience Aug 4-6, 2014

California AvoTour Aug 3-4, 2014




Optimistic Cooks

RESEARCH – Avocado usage has changed dramatically over the past few years. Based upon observations from the consumer tracking study of the dramatically increased consumption amongst all consumer groups, we felt the need to reexamine our consumption breakouts. This effort resulted in the additional breakout amongst the heaviest users, where the bulk of the growth happened, and a MEGA group of users was created at 210+ avocados per year.

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2014 cac dashboard update october (10 7 14)

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