2014 CAC Dashboard Update - March (3-20-14)

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KEY PERFORMANCE INDICATORS – thru Feb. 2014 (Updated 3/17/14)

$1.05

Average Selling Price Category Average Selling Price per Unit for the 4-weeks ending January 26, 2014

19.8 Million Consumer Advertising Impressions

19.8 million impressions have been secured through February 2014

862,166 246,718

76 Million

Consumer/Nutrition PR Impressions

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

32

Circulation

Facebook Fans

Foodservice PR Placements

Positive direct CAC trade press circulation thru February 2014

1.75 MM Facebook Impressions in February 30,812 Facebook Engagements (likes, comments or shares)

2.1 millions impressions have been secured through February 2014

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REVENUE – Crop Movement and Measures

Retail

Foodservice

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REVENUE – Crop Movement and Measures

Retail

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REVENUE – Crop Movement and Measures

Retail

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REVENUE – Retail Sales and Volume

Note: retail data is through week ending January 26, 2014

Retail

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REVENUE – California Season Retail Price Premium

Avg. Retail Price $1.07

Avg. Retail Price $0.97

Avg. Retail Price $1.05

Off Season California “Season”

California “Season” Apr – Sep 2012

Oct 2012 – Mar 2013

Apr – Sep 2013

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CONSUMER ADVERTISING – Over 19 million impressions were achieved through CAC’s America’s Test Kitchen sponsorship since November 1, 2013

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CONSUMER PUBLIC RELATIONS – News Bureau

Foodservice

• Fulfilled ongoing reactive requests by media covering California Avocados

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CONSUMER PUBLIC RELATIONS – Impressions • Total consumer impressions secured to date: 6,763,005

*This is a comprehensive total of all PR-related coverage from November 1, 2013 – February 28, 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 – February Summary Consumer Website • • • • •

# of Visits: 62,198 (2% increase MoM)* Page Views/Visit: 2.53 (1.4% increase MoM)* Time on site: 2:14 (4% increase MoM) Page Views: 157,493 (3% increase MoM) Top Content: 1. Grow your own tree (11% of visits) 2. Nutrition (10% of visits) 3. Recipes (9% of visits) • MyRecipes Sign-ups: 244 (95% increase MoM)

Social Media • Facebook

− Total fans: 246,718 (.3% increase MoM) − Impressions: 771,487 (7% decrease MoM) − New likes: 1,117 (22% decrease MoM)

• Twitter

− Total followers: 7,378 (3% increase MoM) − Reach: 28,375 (54% increase MoM)

• YouTube

− Views: 1204 (14% decrease MoM) − New subscribers: 6 (20% increase MoM)

• Instagram

− Followers: 17,466 (3% increase MoM) − Likes: 89,145 (5% increase MoM)

Mobile site • # of Visits: 12,834 (1% decrease MoM) • Page Views/Visit: 1.97 (3% decrease YoY) • Top Content: 1. Homepage (44% of visits) 2. Red, White, Blueberry Salad (recipe) (17% of visits) 3. My Recipes (8% of visits)

Email • • • •

# of Subscribers added: 937 Average Open Rate: 28.37% Click through rate: 18.23% Top clicked content: Avocado Pistachio Ice Cream

*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 through February Corporate Accounts

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Foodservice

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RETAIL – Trade Events The National Grocers Association Show – Where Independent Retailers Gather Independent retailers from across the country attended the NGA event at the Mirage in Las Vegas, Nevada from February 9-12. The show gives CAC the opportunity to interact with retailers we wouldn’t normally see at other trade events providing an excellent opportunity for networking.

CAC was part of the Produce Marketing Association’s Produce Pavilion and connected with retailers and wholesalers providing crop information, presenting our marketing programs and offering point-of-sale materials designed to drive sales of California Avocados. The expo also provided the opportunity to explain the freshness and “premiumness” of California Avocados and the value of carrying them at retail.

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RETAIL – Trade Events Fresh Produce & Floral Council – Southern California CAC was one of the key sponsors for the Northern California Fresh Produce & Floral Council luncheon at the Castlewood Country Club in Pleasanton on February 20th. Retail Marketing Director Dave Howald presented an update on the 2014 crop, along with a preview of CAC’s advertising, social media outreach and in-store merchandising opportunities for retail and wholesale customers. There were 260 attendees included the following key customers: Safeway, Raley’s, Grocery Outlet, Save Mart, Lucky Supermarkets, Food Maxx, NorCal Produce and OK Produce.

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RETAIL – Trade Public Relations Coverage • Total FY 2013-14 Year-to-Date positive direct CAC trade press circulation: 862,166 • Early season focus on CAC GAP Program and Pine Tree Ranch Activities

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FOODSERVICE – Advertising

Three print ads were refreshed for 2014 and will run in Restaurant Hospitality, Food Management and Plate magazines.

Upscale

Casual Chain

Contract Feeder

Jeff Rossman & The Martins Locavore

Denny’s & The Lyalls Breakfast

Sodexo & Gordon Kimball Quality/Mindful

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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’13 – February ’14 − 32 placements (2,098,296 impressions)

Editorial PR

Online

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FOODSERVICE – Events California School Nutrition Association (CSNA) Show • November 15-16, 2013

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RESEARCH – In creative testing to finalize sticker designs, the 4/C sticker out-performed both 2/C stickers

Optimistic Cooks

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