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

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

1 Billion

$1.15

817 Million

Category Average Selling Price per Unit for the 4-weeks ending September 28, 2014

817 million impressions have been secured through September 2014

Media coverage secured with print, broadcast and online media outlets through September 2014

4.2 Million

279,331

6.4 Million

Positive direct CAC trade press circulation thru September 2014

956,060 MM Facebook

Average Selling Price

Circulation

Consumer Advertising Impressions

Facebook Fans

Consumer/Nutrition PR Impressions

Foodservice PR Impressions

97 Foodservice PR Placements have been secured through September 2014

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REVENUE – Crop Movement and Measures

Retail

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REVENUE – Crop Movement and Measures

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REVENUE – Crop Movement and Measures

Retail

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REVENUE – Retail Sales and Volume 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 Avg. Selling Price/Unit

$112,995,588 $1.12

118,819,325 $1.15

+5.2% 2.5%

RETAIL California Season Volume (Unit) Dollars Avg. Selling Price/Unit

Apr-Sep 2013

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

Oct12-Mar13

738,259,506 $776,176,512 $1.05

631,288,729 $612,284,768 $0.97

Apr-Sep 2014 731,248,081 $858,208,651 $1.17

Oct13-Mar14 666,187,074 $719,688,047 $1.08

Variance -0.9% +10.6% +11.6%

Variance +5.5% +17.5% +11.4%

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REVENUE – Retail Prices

Avg. Retail Price $1.05

Avg. Retail Price $1.08

Avg. Retail Price $1.17

Off Season California “Season”

California “Season” Apr – Sep 2013

Oct 2013 – Mar 2014

Apr – Sep 2014

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

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

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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

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CONSUMER PUBLIC RELATIONS – Nutrition Communications

R.D. Ambassadors continued their seasonal media efforts around the nutritional benefits of California Avocados

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CONSUMER PUBLIC RELATIONS – Impressions Total consumer impressions secured to date: 1,029,701,771

*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

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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)

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)

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)

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

Email • • • •

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

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RETAIL – Retail Meetings through September Corporate Accounts

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RETAIL – Retail Promotions – Labor Day Sales Contests

In-store Fresh-Made Guacamole Sales Contests

Southern California Southwest (Phoenix) Northwest (Portland)

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RETAIL – Retail Promotions – Labor Day 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

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

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

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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

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

Editorial

PR

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FOODSERVICE – Chain Promotion Coverage

2014 Chain Promotions: 20 2014 Chains Contacted: 62

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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

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RESEARCH – Mega Users are over represented in SoCal. They are more likely to be Hispanic, employed, in a relationship, and enjoy a higher income Light (<12)

10% 10%

•

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%)

21%

H•

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

15%

•

83% are Sophisticated Naturalists or Traditionalists

2014 (C)

•

38% of them live in a California ad market

Medium (12-36)

Heavy (37-119)

Super (120209) Mega (>210)

44%

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

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

2012 (A) % Top 3 Box on a 10 pt. scale

California

N/A

Florida

N/A

Hawaii

N/A

Mexico

N/A

Chile

N/A

Peru

N/A

2013 (B)

2014 (C)

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) Source: Fall 2014 Avocado Tracking Study, Bovitz, Inc. Note: Question added in 2013.