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KEY PERFORMANCE INDICATORS – August (Updated 10/1/13)

$1.11

972 Million

538 Million

Average Selling Price

Consumer Advertising Impressions

Consumer/Nutrition Public Relations Impressions

972 million impressions have been secured through August 2013

Media coverage secured with print, broadcast & online media outlets through August 2013

228,289

25

Category Average Selling Price per Unit for the 4-weeks ending 8/11/2013

+13.3% Year-over-year retail dollars +13.3% increase in retail dollar sales this season to date (Apr 7, 2013 – Aug 11, 2013)

Facebook Fans 5% increase month over month with Facebook Advertising now running

Foodservice Chain Promotions Number of Foodservice promotions that have occurred this year through August


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REVENUE – Crop Movement and Measures

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REVENUE – Crop Movement and Measures

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REVENUE – Crop Movement and Measures

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REVENUE – Retail Sales and Volume RETAIL California Season (4 wks)

August-2012

August-2013

4-wks ending 8/12/2012

4-wks ending 8/11/2013

Variance

Volume (Unit)

100,516,004

105,811,497

+5.3%

Dollars Avg. Selling Price/Unit

$107,017,112 $1.06

$117,768,546 $1.11

+10.0% +4.5%

RETAIL California Season to Date Volume (Unit) Dollars Avg. Selling Price/Unit RETAIL Non-California Season Volume (Unit) Dollars Avg. Selling Price/Unit

Apr-Aug 2012

Apr-Aug 2013

04/08/12 – 8/12/12

4/07/13 – 8/11/13

470,534,000 $503,000,740 $1.07

Oct11-Mar12 529,455,049 $533,625,451 $1.01

Note: retail data is through week ending August 11, 2013

558,663,805 $569,926,162 $1.02

Oct12-Mar13 631,565,518 $610,381,041 $0.97

Variance +18.7% +13.3% -4.6%

Variance +19.3% +14.4% -4.1%

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REVENUE – California Season Retail Price Premium

Avg. Retail Price $1.06

Avg. Retail Price $0.97

Avg. Retail Price $1.02

Off Season California “Season” to Date

California “Season” Apr – Sep 2012

Oct 2012 – Mar 2013

Apr – Aug 2013 4/07/13 – 8/11/13


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CONSUMER ADVERTISING – 972 million impressions have been achieved so far this year through August Over 200 million impressions were generated in August alone CAC Monthly Impressions August 2013 Media National Display National PPC National Print Events Outdoor (BART & Bulletins) GM Radio In-Store Radio Total:

Total Impressions 7,649,884 16,533,702 4,791,000 28,000 54,316,000 30,248,000 91,882,542 205,449,128

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CONSUMER ADVERTISING – Messaging continued to run throughout the core markets in August on radio, magazines, online, mobile, outdoor and in-store broadcast

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CONSUMER PUBLIC RELATIONS – American Summer Holidays • Hosted a recipe contest with blogger group, Recipe Redux, the first and only recipe challenge founded by registered dietitians whose blogs have an emphasis on healthy food preparation – Winning recipe: Avocado Croquettes with Avocado Cucumber Sauce

• Contest garnered 63 recipe submissions, resulting in nearly 400,000 consumer media impressions through 60+ blog posts and more than 150 Tweets and Facebook Posts


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CONSUMER PUBLIC RELATIONS – Registered Dietitian Ambassadors

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• RD ambassadors continued to promote California Avocados in various ways, including California Avocado giveaways on their blogs and broadcast segments • Distributed a mat release featuring R.D. ambassadors Janice Newell Bissex and Liz Weiss, a.k.a. The Meal Makeover Moms – To date, the mat release has garnered more than 39 million consumer media impressions


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CONSUMER PUBLIC RELATIONS – Impressions • The total consumer impressions secured to date is: 538,782,712

*This is a comprehensive total of all PR-related coverage from November 1, 2012 – August 31, 2013. It includes print, broadcast and online coverage, as well as program extension coverage (such as Facebook posts and Tweets from our blogger ambassadors, R.D. partners, etc.).


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ONLINE – Web, Social Media and Email Overview Consumer Website • • • •

# of Visits: 121,596 (39% decrease YoY)* Page Views/Visit: 2.71 (13% increase YoY)* Time on site: 2:47 (42% increase YoY) Top Content: 1. Recipes (15% of visits) 2. Nutrition (4% of visits) 3. Grow your own tree (4% of visits) • MyRecipes Sign-ups: 625 (61% increase YoY) • Recipe shares: 209 (71% decrease YoY)

Social Media • Facebook (advertising running): − Total fans: 228,289 (5% increase YoY) − Impressions: 1,785,677 − Average engagements per post: 2,778 (191% increase YoY)

• Twitter (organic results) − Total followers: 6,371 (4% increase MoM) − Retweets: 86 (21% decrease MoM)

• YouTube (organic results) − Views: 3,290 (39% increase MoM) − New subscribers: 15 (67% increase MoM)

• Instagram (organic results)

Mobile site • # of Visits: 18,751 (18% increase YoY) • Page Views/Visit: 1.94 (8% increase YoY) • Top Content: 1. Homepage (52% of visits) 2. Dijon Pasta Salad (recipe) (9% of visits) 3. My Recipes (9% of visits)

− Followers: 15,263 (1% change MoM) − Likes: 58,531 (26% increase MoM)

Email • # of Subscribers sent: 118,687 • Sign-ups from Website: 9,187 (1760% increase YoY) • Open Rate: 30% • Click through rate: 16%

*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


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RETAIL – Retail Meetings Corporate Accounts

(GFS)

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RETAIL – Feature Ads • 167 ads featured California Avocados from November 2012 – August 2013

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RETAIL – Merchandising 4,663 Retail Display Bins shipped through August 2013

NorCal, Portland & Spokane

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RETAIL – Merchandising A Sales & Display Contest was featured with Harmons in Salt Lake City for Labor Day. Prizes were awarded to stores based on displays using California point-of-sale and sales increases for California Avocados during the period


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RETAIL – Merchandising Morro Bay Avocado & Margarita Festival Key Southern California retailers located in the Morro Bay area supported the local festival with prominent displays of California Avocados leading up to and through the event on September 14 and 15. California Avocados were featured in CAC display bins and boxes featuring fruit from Morro Bay at Albertsons, Cookie Crock Warehouse, Foods Co., Ralphs, Spencer’s and Vons stores


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RETAIL – Point-of-Sale Materials CAC has sent the following Point-of-Sale Materials to retailers from November 2012 through August 2013: • • • • •

Over 3,937 POS Cards Over 825 Recipe Tear Pads Over 340 Ripe Sticker Rolls Over 1,205 Avocado Danglers Over 104,975 Recipe Brochures

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RETAIL – Retail Communications Retail Outreach

CAC was featured in 21 Giant Eagle stores during their Supermarket Registered Dietitian (SRD)-created back-to-school events. Giant Eagle SRD’s distributed materials provided by the Commission including; magnets, brochures and kids’ activity and coloring sheets.


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RETAIL – Trade Public Relations Coverage • Total positive direct CAC trade press circulation = 205,184 for August

• Total year-to-date positive direct CAC trade press circulation: 2,377,809

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RETAIL – Trade Public Relations: Burger Promotion & More

The Produce News

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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’12 – August ’13 − 86 placements (4,692,882 impressions)

Online Editorial

PR


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FOODSERVICE – Chain Promotions • 2013 Chain Promotions through August: 25 − − − − − − − − − − − − −

Applebee’s Baja Fresh Coco’s Compass California Pizza Kitchen Daphne’s Denny’s El Pollo Loco Fuzzy’s Taco Shop The Habit Burger Grill Morrison Management Specialists On The Border Ruby’s Diner

− − − − − − − − − − − −

Shari’s Sodexo Souplantation/Sweet Tomatoes Stanford Dining Services Subway – Los Angeles Subway – San Diego Subway – Bakersfield & Santa Barbara TGIFridays The Cheesecake Factory Togo’s Which Wich zpizza


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FOODSERVICE – Chain Promotions California Pizza Kitchen

Fuzzy’s • 70 locations • August 1 – 31, 2013

El Pollo Loco

• 200 locations • Aug 7 – Sep 30, 2013

• 395 locations • Aug 3 – Sep 6, 2013

Tast e t he delicious di erence of our NEW hand-t ossed dough Our new dough makes for a lighter, crispier, and airier crust . You’ll not ice our pizzas are more ref ined wit h new fresh, unique ingredient s. More t han anyt hing, t hey just t aste bet ter.

CALIFORNIA CLUB ON OUR NEW HAND –TOSSED DOUGH

Menu Card

Poster

HTTC_0713

Table Tent 105092 CPK_TableTent4x6.indd 1

7/3/13 2:55 PM


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FOODSERVICE – Events AvoTour • August 4-5, 2013

The Flavor Experience • August 5-8, 2013

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RESEARCH – 3.9 Days Research for Print Advertisement Conclusion – The stated 3.9 days in the print ad is well within the norm of avocado consumers and should be a benefit to highlight in the advertisement.

Optimistic Cooks


2013 cac dashboard update 04august (10 4 13)