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
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
REVENUE – Crop Movement and Measures
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
REVENUE – Crop Movement and Measures
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
REVENUE – Crop Movement and Measures
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
*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%
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
Off Season
Oct 2013 – Mar 2014
Avg. Retail Price $1.08
California “Season”
Apr – Sep 2013 (4/7/13 – 9/8/13)
Avg. Retail Price $1.04
REVENUE – Retail Prices
California “Season”
Apr – Sep 2014 (4/6/14 – 9/7/14)
Avg. Retail Price $1.18
* California Season data is only available through 9/7/14. Prior California Season has also been adjusted accordingly.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER ADVERTISING – 816 million impressions have been achieved so far this year through August including 114 million impressions in August alone.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
CONSUMER ADVERTISING – An integrated advertising campaign ran throughout the month of August
Outdoor
Online On Radio
At Events
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
NUTRITION COMMUNICATIONS • R.D. Ambassadors continued their seasonal media efforts around the nutritional
benefits of California Avocados
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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.)
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
In-store Fresh-Made Guacamole Sales Contests were featured in the following Albertsons divisions: Southwest (Phoenix); Northwest (Portland) and Southern California.
RETAIL – Retail Promotions
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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.
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Feature Ads
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date More than 3.2 million direct CAC trade press circulation
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’13 – August ’14
− 92 placements (6,049,425 impressions)
Editorial PR
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Chain Promotion Coverage
2014 Chain Promotions: 20 2014 Chains Contacted: 62
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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)
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
FOODSERVICE – Events
Flavor Experience Aug 4-6, 2014
California AvoTour Aug 3-4, 2014
Home Revenue Online & Social Media
Consumer Advertising
Consumer PR Foodservice Retail Research
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.