California Avocado Commission Marketing Dashboard Update April 2015

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KEY PERFORMANCE INDICATORS – thru March 2015 (Updated 4/10/15)

$1.00

2.7 Million

Average Selling Price

Consumer Advertising Impressions

Category Average Selling Price per Unit for the 4-weeks ending February 22, 2015

2.7 million impressions have been secured through March 2015

Media coverage secured with print, broadcast and online media outlets through March 2015

2.1 Million

283,890

1.3 Million

Circulation

Facebook Fans

Foodservice PR Impressions

Positive direct CAC trade press circulation thru March 2015

4.9 MM Impressions 147,000 Daily Engaged Users

22 Foodservice PR Placements

220 Million Consumer/Nutrition PR Impressions

have been secured through March 2015

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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 (4 wks)

February-2014

February-2015

4-wks ending 2/23/2014

4-wks ending 2/22/2015

Variance

Volume (Unit)

127,131,353

145,630,208

+14.6%

Dollars Avg. Selling Price/Unit

$127,215,154 $1.00

$145,579,850 $1.00

+14.4% 0.0%

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

Apr-Sep 2013

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

Oct13-Feb14

Oct14-Mar15

(9/30/13 – 2/23/14)

(9/29/14 – 2/22/15)

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

521,459,147 $562,128,908 $1.08

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

601,423,891 $622,493,920 $1.04

Variance -0.9% +10.6% +11.6%

Variance +15.3% +10.7% -4.0%

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REVENUE – California Season Retail Price Premium

Avg. Retail Price $1.05

Avg. Retail Price $1.04

Avg. Retail Price $1.17

Off Season California “Season”

California “Season” Apr – Sep 2013

Oct 2014 – Feb 2015 (9/29/14 – 2/22/15)

Apr – Sep 2014

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CONSUMER ADVERTISING – A mobile advertising campaign

launched in January designed to support retailers committed to carrying fruit earlier in the season.

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CONSUMER PUBLIC RELATIONS – News Bureau Fulfilled ongoing reactive requests by media covering California Avocados

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CONSUMER PUBLIC RELATIONS – News Bureau Developed all recipes and corresponding photography for media efforts for the upcoming season

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CONSUMER PUBLIC RELATIONS – Impressions Total consumer impressions secured to date: 220,372,709

*This is a comprehensive total of all PR-related coverage from November 1, 2014 – March 31, 2015. 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 MARKETING – November 2014 – March 2015 Consumer Website • • • •

# of Visits: 1 MM (263% increase YoY) Page Views/Visit: 1.75 (0% change YoY)* Time on site: 1:15 (40% decrease YoY)* Total Page Views: 1.8 MM (163% increase YoY)

Consumer Blog • • • •

# of Visits: 154,137 (1265% increase YoY) Page Views/Visit: 1.32 (50% decrease YoY)* Time on site: 0:52 (34% decrease YoY)* Total Subscriptions: 539 (127% increase YoY)

Social Media • Facebook − Total fans: 283,890 (14% increase YoY) − Impressions: 4.9 MM (27% increase YoY) − New likes: 10,379 (12% increase YoY)

• Twitter − Total followers: 10,859 (39% increase YoY) − Retweets: 848 (17% decrease YoY)

• YouTube − Views: 11,371 (42% increase YoY) − New subscribers: 40 (60% increase YoY)

• Instagram − Followers: 25,203 (43% increase YoY) − Likes: 839,907 (104% increase YoY)

Mobile site • # of Visits: 142,581 (7636% increase YoY) • Page Views/Visit: 1.45 (22 decrease YoY) • Time on site: 0:51 (26% decrease YoY)

A note about website/blog/mobile decreases: • Metrics like page views/visit and time on site are down, which is expected/typical when # of visits increases as drastically as we saw from Nov - Mar

Email • • • •

# of Subscribers added: 39,670 Average Open Rate: 23% Click through rate: 16% Top clicked content: Guacamole Central

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ONLINE MARKETING – CaliforniaAvocado.com redesign launched end of March

• • • •

Multi-platform design works on desktops, tablets, smartphones Simpler navigation Bigger, user-friendly recipe section with more than 1,000 California Avocado recipes California Avocado points of distinction and availability information

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RETAIL – Retail Meetings through March

Corporate Accounts

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RETAIL – Retail Promotions

Retail contests and Social Media Geo-Fencing Helped Move Early Crop in California • Super Bowl Sales Contest • March Sales Contest

Super Bowl Contest

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RETAIL – Trade Events CAC sponsors and exhibits at trade events to connect with our key retailers that attend the events to provide crop information, present our marketing programs and retail support available designed to drive sales of California Avocados. We are also able to explain the freshness and “premium-ness” of California Avocados and the value of carrying them at retail.

Fresh Produce & Floral Council Expo – NorCal

National Grocers Association Show

Fresh Produce & Floral Council Luncheon – NorCal

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RETAIL – SRD and Retail Communications CAC at PBH Annual Meeting The Produce for Better Health Foundation (PBH) invited Supermarket RDs (SRDs) from across the country to attend their 2015 Annual Conference all-expenses-paid on March 16-18 in Scottsdale, AZ. This two-and-ahalf-day event gave CAC the opportunity to reach Supermarket RDs and influencers in group and one-onone casual settings to further CAC’s relationship with this key audience. The event provided an educational platform and social environment to meet, network and brainstorm ideas to promote California Avocados through the SRDs. Met with SRDs from Balls Food Stores, Bashas’, Harmons Grocery, King Soopers, Kroger and Safeway.

From left: Angela Fraser, CAC; Kristy Jozwiak, Founder, Duality PR; Roxanne Lord, Director of Health & Wellness Initiatives, Bashas’ and Jan DeLyser, CAC

Angela Fraser and Jan DeLyser at the PBH Awards Luncheon

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RETAIL – SRD and Retail Communications California Fresh Sandwich Customized Recipe Booklets Select top-tier retailers were offered the opportunity to provide a sandwich recipe and, in turn, receive CAC-produced California Fresh Sandwiches recipe booklets customized with their store logo, featuring their signature sandwich recipe and photo on the inside cover.

Albertsons, Schnucks and King Soopers are on board for the program. Booklets are in production and will be delivered this month and next.

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RETAIL – SRD and Retail Communications Retailer Communications Assets Created three onepage/two-sided sheets for Supermarket Registered Dietitians and other retailer personnel to use to promote California Avocados during the season.

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RETAIL – Trade Public Relations Coverage November 2014 – March 2015 More than 2.1 million trade press impressions*

*in prior years trade PR was measured in circulation. “Impressions” factor pass along readership in print articles (1.5 x circulation); online article impressions do not include pass along readership

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FOODSERVICE – Chain Promotion Coverage Through March 2015 Chain Promotions: 3 2015 Chain Menu Concept Presentations: 2 2015 Chains Contacted: 80

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FOODSERVICE – Chain Promotions • El Pollo Loco  395 locations  March 7 – April 15, 2015

• Coco’s  113 locations  March 24 – July 5, 2015

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FOODSERVICE – Chain Promotions • Carrows  55 locations  March 31 – June 29, 2015

• The Egg & I Menu Concepts Presentation  114 locations  February 6, 2015

• Cheddar’s Menu Concepts Presentation  160 locations  December 18, 2014

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FOODSERVICE – Public Relations Coverage • Number of placements in foodservice editorial from November ’14 – March ’15 − 22 placements (1,315,489 impressions)

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RESEARCH – Despite the importance of U.S. grown, checking the country of origin remains strong in all ad markets having grown from just 23% in 2009 to 43% just 5 years later.

One of the key objectives of CAC advertising is to get more people to check at retail. It is encouraging to see that checking for country of origin is steadily increasing among those who are aware of the advertising campaign.

2012

2013

2014

IN ADVERTISED MARKETS

40%

45%

43%

AWARE OF CAC ADVERTISING

58%

66%

79%

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

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RESEARCH – There continues to be a need to provide clearer information that makes it easier for consumers to check for country of origin at retail.

When those who do not check are asked “why they don’t check,” most say poor labeling is a key contributor.

(Among those who do not check avocado country of origin)

In 2015, CAC will continue with the branded labeling initiative and substantially increase the number of units with the branded California label at retail. *Poor Labeling includes: Stickers are hard to read, I don’t know where to look, I don’t have the time, and the information is confusing Source: Fall 2014 Avocado Tracking Study, Bovitz, Inc.