Commission Releases 2018-19 Dashboard Report

  • Dec 18, 2019

Prior to the start of each California avocado season, the California Avocado Commission (CAC) establishes fiscal year business plan objectives and deliverables, then reports on season performance with Dashboard reports to the CAC Board of Directors. The 2018-19 Performance Highlights (Dashboard Report) detailing achievements and key performance indicators for the fiscal year was provided to the CAC Board at their November meeting. The year-end Dashboard Report has been published on the California avocado growers website. Following are highlights from the November 2018 – October 2019 report.

Crop movement

More than 2.4 billion pounds of Hass avocados were shipped in the U.S., including 212 million pounds of California Hass avocados. Of those California avocados, 76 percent were distributed in the Pacific region. The average retail selling price per unit for all avocados was $1.20 for the entire year. It is noteworthy that California season prices ($1.31 from 4/31/19 – 9/1/19) had a 27 percent premium versus non-California-season prices ($1.03 from 11/4/18 – 3/31/19). The California season price also was 20 percent higher than the previous year.

Consumer market highlights

The Commission’s consumer advertising campaign generated nearly 193 million consumer media impressions via integrated offline, online and social media platforms. CAC reached targeted consumers via media designed for engagement with them where they were — with more than 14 million outdoor advertising impressions, nearly 17 million from Spotify (audio) ads, 58 million from digital brand advertising and 7.5 million secured by hyper-targeted social media ads with targeted retailer partners.

Though the consumer website saw a 23 percent decrease in consumer website visits (2.34 million) as compared to last year, there was a 128 percent increase in time spent on the site and a total of 864,000 visits to The Scoop blog. CAC’s 14 emails each reported an average of 25,000 successful deliveries.

California avocado consumer public relations garnered nearly 800 million impressions. These outstanding results were fueled by CAC’s proactive efforts to engage with the media and be responsive to their requests, as well as positive coverage generated by the Artisan Chef program, CAC’s blogger advocates and event appearances. Content created by CAC’s registered dietitian nutritionist advocates generated an additional 200,000 impressions.

Retail and foodservice market highlights

The Commission generated 13.6 million retail trade print and digital advertising impressions and more than 450,000 foodservice print advertising impressions with key decision makers. The Commission’s robust trade public relations campaigns garnered 9.7 million positive, direct retail impressions and 3.45 million foodservice impressions.

The Dashboard also showcases targeted retailer and foodservice chain promotions designed to encourage consumer demand for California avocados. The report highlights retail promotions for Albertson’s/Vons/Pavilions, Bristol Farms, Costco, Gelson’s, Mollie Stone’s, Northwest Grocers, Organically Grown Company, Raley’s/Bel Air/Nob Hill, Sam’s and Walmart, as well as export promotions in South Korea. In addition, it showcases customized foodservice promotions for Acapulco, Baja Fresh, Café Rio, Denny’s, El Torito, Marie Callender’s and Sizzler.

The Commission’s year-end Dashboard report showcases the fiscal year highlights and key performance indicators.

CAC’s outdoor advertising, which appeared in prime urban California locations, exceeded expectations with nearly 15 million impressions (versus the 6.3 million goal).

Custom videos showcasing unique California avocado recipes were popular on targeted digital channels.

By offering both long- and short-form content on The Scoop, the Commission engaged with consumers on a variety of topics including avocado myths and recipe preparation.

The Commission secured nearly 800 million consumer public relations impressions via a combination of print, broadcast and online coverage.

As a top-tier targeted retail partner, Albertsons/Vons/Pavilions works closely with the Commission on crafting in-store, print and digital programs that encourage consumers to look for locally grown California avocados.

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