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Jan DeLyser
Vice President Marketing
California Avocados
Creating Demand &Value
Fun ‘N Sun®
July 17, 2013
Produce Specialty Item to a Staple
… A Very Long Journey
Ripe Programs Revolutionize Impulse
Purchases
Avocado Imports More Than Triples
Volume in the U.S. Market
0.0
200.0
400.0
600.0
800.0
1,000.0
1,200.0
1,400.0
1,600.0
1,...
Building Consumption Ahead of the
Projected Volume Was Imperative
321 MILLION LBS
Mexican Hass Avocado
Importers Associati...
Year
MM Lbs.
CALIFORNIA
Aggregate
Volume
Price Per
Lb.
TOTAL CROP
VALUE $MM
2010/11 302.5 1,227.4 152.14 460.2
2009/10 534...
Maintaining Value on Increasing
Volume
Avocado industry is very impressive! No other long
established fresh food product h...
By 2007, the marketplace had become
considerably more competitive
Unaided Awareness of California
Avocados Dropped
22%
31%
13%
0%
10%
20%
30%
40%
Nearly 30% of Consumers Did Not
Have a Preference for Avocado Origin
It Was Time to Insert CA Back
Into the avoCAdo
The Commission set out to:
• Provide an emotional point of difference for
C...
Build on our Foundation of Success
• Focused efforts on core markets in the West
Messaging Targeted to our Season
with California Avocado Availability
Millions/Lbs.
We Identified the Premium Avocado
Consumer
(n=272)
(n=168)(n=209)
Sophisticated Naturalists
Heavily focused on natural,
or...
This Consumer Went Beyond the
Typical Female Head of Household
Self Improvement
Adults with
Female skew
75k+
College Gradu...
They Have an Evolving Mindset About
Their Food
• Prefer food produced closer to home
• Heightened sense of food safety iss...
• California Avocados are hand-planted, hand-picked
and hand-sorted
• Grown by family farmers who live on their farms
• Mu...
Authenticity
Quality
Control
Pride
Responsibility
Local-centric
Purity
Healthiness
Indulgence
Diversity
Authenticity
Susta...
We Could Easily Have Promoted
This “California” as Our Brand
Today this is the “California” that
Resonates with Our Target
We elevated the Competitive Point of
Difference for California-Grown Avocados
California Avocados are grown by a select gr...
Radio Spots Feature Our Growers
Enhancing the Premium Position
High-Profile “Local” Messaging
Throughout the Season with Outdoor
We Used Unique Approaches to
Reach our Target
Health Club Posters
We Reached Consumers In-Store
Clearly Identified California Avocados
at Point-of-Purchase
CaliforniaAvocado.com Grower
Features for Deeper Connections
Mobile Site for Consumers on the Go
Integration of Web and Mobile
Monthly E-Newsletter to Nearly
200,000 Recipients
Social Media with Facebook, Twitter,
Pinterest, Instagram and YouTube
Editorial Coverage in Lifestyle and
Epicurean Magazines
Key Influencer Outreach to Bloggers,
Artisan Chefs and Dietitians
Registered Dietitian Ambassadors
Liz Weiss, MS, RD, and
Janice Newell Bissex, MS, RD,
the Meal Makeover Moms
Katie Ferraro...
Artisan Chefs Serve as
Spokespersons Around the U.S.
Atlanta
Hugh Acheson
Foodservice Operator Promotions
Feature Ad Promotions by Retailers
In-Store Display Contests and POS
In-Store Radio Invites Shoppers to the
Produce Department for California Avocados
Information and Data Assets Provide
the “What’s in it for Me” for Retailers
Trade Communications
Trade Advertising
We Have Celebrated Some
Successes
Attribute Ratings Have Spiked Since the
Launch of the Campaign in 2008
20%
25%
30%
35%
40%
45%
50%
55%
60%
65%
Freshness Q...
Preference for California Avocados is at
it’s Highest Level in the Past 10 Years
0%
10%
20%
30%
40%
50%
60%
70%
California...
Sales Have Grown & Our Season Out-Paces
the Non-California Avocado Season
$400,000,000
$450,000,000
$500,000,000
$550,000,...
Significant consumption growth has
occurred across the U.S.
20
30
40
50
60
70
80
90
Average number of avocados eaten per h...
Number of avocados eaten per year
9%
13%
48%
31%
2012
Light (1-11)
Medium (12-35)
Heavy (36-119)
Super User (120+)
15%
30%...
2008 – 2011 Seasonality: Volume (Units) & Dollars
Total U.S. ASP
2008
California season $1.16
versus Non-California season...
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2004 2005 2006 2007 2008 2009 2010 2011 2012
More consumers are checking the label
f...
The Future – Strategy 2025
We will continue to drive grower value by
positioning California Avocados as the
Premium Avocad...
Opportunities for California Grown
Flowers
1. Raise awareness of the growing region for flowers
• Consumers don’t know whe...
Floral Update
July 17, 2013
PMA and the Floral Industry
PMA is the trade association for the mass-market side of
the global floral industry.
PMA bring...
PMA and the Floral Industry
• Networking opportunities
− PMA Fresh Summit – New! 6,000 sq. ft. Floral Pavilion
− Fresh Con...
Moving Forward
• PMA’s Floral Council – 28 floral industry leaders that
provide the input, guidance and service to assist ...
Jan DeLyser
(949) 341-1955
jdelyser@avocado.org
CaliforniaAvocado.com
Thank You!
2013 cac presentation   fun 'n sun (7-17-13)
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Transcript of "2013 cac presentation fun 'n sun (7-17-13)"

  1. 1. Jan DeLyser Vice President Marketing California Avocados Creating Demand &Value Fun ‘N Sun® July 17, 2013
  2. 2. Produce Specialty Item to a Staple … A Very Long Journey
  3. 3. Ripe Programs Revolutionize Impulse Purchases
  4. 4. Avocado Imports More Than Triples Volume in the U.S. Market 0.0 200.0 400.0 600.0 800.0 1,000.0 1,200.0 1,400.0 1,600.0 1,800.0 1999 2002 2006 2010 2013* California Chile Mexico Dominican Republic New Zealand Peru Florida Others Total Aggregate Volume *Estimated
  5. 5. Building Consumption Ahead of the Projected Volume Was Imperative 321 MILLION LBS Mexican Hass Avocado Importers Association $ 6.2 MM $ 5.0 MM 360 MILLION LBS $ 16.4 MM $ 5.2 MM 318 MILLION LBS $ 5.0 MM
  6. 6. Year MM Lbs. CALIFORNIA Aggregate Volume Price Per Lb. TOTAL CROP VALUE $MM 2010/11 302.5 1,227.4 152.14 460.2 2009/10 534.5 1,349.8 75.36 402.7 2005/06 600.9 1,040.5 56.78 341.2 1992/93 569.8 599.2 20.70 117.9 1986/87 555.6 555.6 16.90 93.9 1983/84 492.5 492.5 18.50 91.1 Maintaining Value on Increasing Volume
  7. 7. Maintaining Value on Increasing Volume Avocado industry is very impressive! No other long established fresh food product has more than doubled consumption and transformed from a domestic to import dominated supply in just a decade while maintaining real prices. I attribute much of the success to forward thinking leadership, successful industry programs including advertising/promotion, a powerful nutrition message and exchange of information.” Dr. Hoy Carman Professor Emeritus of Agricultural Economics UC Davis
  8. 8. By 2007, the marketplace had become considerably more competitive
  9. 9. Unaided Awareness of California Avocados Dropped 22% 31% 13% 0% 10% 20% 30% 40%
  10. 10. Nearly 30% of Consumers Did Not Have a Preference for Avocado Origin
  11. 11. It Was Time to Insert CA Back Into the avoCAdo The Commission set out to: • Provide an emotional point of difference for California Avocados • Establish California as the premium avocado • Engage our target so they would have a preference for California • Activate consumers to not only check for California Avocados at retail but to • Insist on California Avocados
  12. 12. Build on our Foundation of Success • Focused efforts on core markets in the West
  13. 13. Messaging Targeted to our Season with California Avocado Availability Millions/Lbs.
  14. 14. We Identified the Premium Avocado Consumer (n=272) (n=168)(n=209) Sophisticated Naturalists Heavily focused on natural, organic and local. Actively involved in sustainability and community. Optimistic Cooks Very passionate about cooking. They like to experiment and express themselves through cooking. Traditionalist Family-oriented. Traditional in their attitudes and food. Least health focused. Live for Today Professionals who are focused on their careers. Extremely low concern for community and the environment. (n=342) Convenience Chasers The Premium Avocado Target
  15. 15. This Consumer Went Beyond the Typical Female Head of Household Self Improvement Adults with Female skew 75k+ College Graduate Outer Directed around family Help environment Art and Entertainment Entertain Frequently Outdoor and Adventure Specialty/Health Food stores Health and Nutrition
  16. 16. They Have an Evolving Mindset About Their Food • Prefer food produced closer to home • Heightened sense of food safety issues • Want to know the story behind the foods they eat − Not just the location but also the how and where their food is from − Search for brands that are authentic and real, that have a story and a face
  17. 17. • California Avocados are hand-planted, hand-picked and hand-sorted • Grown by family farmers who live on their farms • Multi-generational • Respect for the land • Passion to produce the best We Researched the Rational Attributes & Emotional Benefits
  18. 18. Authenticity Quality Control Pride Responsibility Local-centric Purity Healthiness Indulgence Diversity Authenticity Sustainability Premium Wellness Community Integrity Authenticity Sustainability Premium Wellness Heritage Community Leadership Integrity Passion Premium Avocado Target Values California Avocado Values We Built a Relationship with Our Target Based on Shared Values
  19. 19. We Could Easily Have Promoted This “California” as Our Brand
  20. 20. Today this is the “California” that Resonates with Our Target
  21. 21. We elevated the Competitive Point of Difference for California-Grown Avocados California Avocados are grown by a select group of family farmers who still know the secret to growing and harvesting the best quality produce
  22. 22. Radio Spots Feature Our Growers Enhancing the Premium Position
  23. 23. High-Profile “Local” Messaging Throughout the Season with Outdoor
  24. 24. We Used Unique Approaches to Reach our Target Health Club Posters
  25. 25. We Reached Consumers In-Store
  26. 26. Clearly Identified California Avocados at Point-of-Purchase
  27. 27. CaliforniaAvocado.com Grower Features for Deeper Connections
  28. 28. Mobile Site for Consumers on the Go
  29. 29. Integration of Web and Mobile
  30. 30. Monthly E-Newsletter to Nearly 200,000 Recipients
  31. 31. Social Media with Facebook, Twitter, Pinterest, Instagram and YouTube
  32. 32. Editorial Coverage in Lifestyle and Epicurean Magazines
  33. 33. Key Influencer Outreach to Bloggers, Artisan Chefs and Dietitians
  34. 34. Registered Dietitian Ambassadors Liz Weiss, MS, RD, and Janice Newell Bissex, MS, RD, the Meal Makeover Moms Katie Ferraro, MPH, RD, CDE Bonnie Taub-Dix, MA, RD, CDN Michelle Dudash, RD
  35. 35. Artisan Chefs Serve as Spokespersons Around the U.S. Atlanta Hugh Acheson
  36. 36. Foodservice Operator Promotions
  37. 37. Feature Ad Promotions by Retailers
  38. 38. In-Store Display Contests and POS
  39. 39. In-Store Radio Invites Shoppers to the Produce Department for California Avocados
  40. 40. Information and Data Assets Provide the “What’s in it for Me” for Retailers
  41. 41. Trade Communications
  42. 42. Trade Advertising
  43. 43. We Have Celebrated Some Successes
  44. 44. Attribute Ratings Have Spiked Since the Launch of the Campaign in 2008 20% 25% 30% 35% 40% 45% 50% 55% 60% 65% Freshness Quality Taste Food Safety 2008 2012
  45. 45. Preference for California Avocados is at it’s Highest Level in the Past 10 Years 0% 10% 20% 30% 40% 50% 60% 70% California Mexico Chile Doesn't Matter Which avocados do you prefer
  46. 46. Sales Have Grown & Our Season Out-Paces the Non-California Avocado Season $400,000,000 $450,000,000 $500,000,000 $550,000,000 $600,000,000 $650,000,000 $700,000,000 $750,000,000 $800,000,000 $850,000,000 2009-10 2010-11 2011-12 Retail Dollars Non-California Season (Oct - Mar) California Season (Apr-Sep)
  47. 47. Significant consumption growth has occurred across the U.S. 20 30 40 50 60 70 80 90 Average number of avocados eaten per household 2008 2012
  48. 48. Number of avocados eaten per year 9% 13% 48% 31% 2012 Light (1-11) Medium (12-35) Heavy (36-119) Super User (120+) 15% 30% 32% 23% 2008 55% Heavy & Super Users 79% Heavy & Super Users People Are Eating More Avocados and Today There Are More Heavy and Super Users
  49. 49. 2008 – 2011 Seasonality: Volume (Units) & Dollars Total U.S. ASP 2008 California season $1.16 versus Non-California season $1.09 2009 California season $1.13 versus Non-California season $1.05 2010 California season $0.96 versus Non-California season $0.90 2011 California season $1.31 versus Non-California season $1.01 2012 California season $0.95 versus Non-California season $0.92 California Avocados garner up to a 30% price premium during our season California Season = April – September Non-California Season = prior 6 months (October – March) ASP = Average Selling Price
  50. 50. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2004 2005 2006 2007 2008 2009 2010 2011 2012 More consumers are checking the label for country of origin
  51. 51. The Future – Strategy 2025 We will continue to drive grower value by positioning California Avocados as the Premium Avocado through messaging that communicates … All Avocados Are Not Created Equal
  52. 52. Opportunities for California Grown Flowers 1. Raise awareness of the growing region for flowers • Consumers don’t know where their flowers come from • Educating consumers about the distribution processes and channels imported flowers travel through before entering the market could strongly benefit California grown flowers 2. Labeling California flowers, while challenging, could be a game changer for the industry 3. Establish California flowers as a premium brand compared to imported brands • Emphasize ‘local’ • Exclusive varieties only grown in California • Buying California equates to a more thoughtful gift
  53. 53. Floral Update July 17, 2013
  54. 54. PMA and the Floral Industry PMA is the trade association for the mass-market side of the global floral industry. PMA brings together buyers and suppliers to solve issues and foster business connections. PMA provides value in the following areas: • Networking • Supply Chain Efficiencies • Talent Development • Advocacy
  55. 55. PMA and the Floral Industry • Networking opportunities − PMA Fresh Summit – New! 6,000 sq. ft. Floral Pavilion − Fresh Connections – regional education & networking • Supply Chain Efficiencies − Generic Floral UPC’s − Floral GTIN Implementation Guide • Talent Development − Including horticultural students through PMA’s Foundation for Industry Talent programs − Career-spanning professional development
  56. 56. Moving Forward • PMA’s Floral Council – 28 floral industry leaders that provide the input, guidance and service to assist PMA staff in the development of new and validating existing value. • Working with the volunteers of the R&D sub-group to expand value. • Any questions or want to get involved, feel free to contact: Becky Roberts broberts@pma.com (302) 607-2148
  57. 57. Jan DeLyser (949) 341-1955 jdelyser@avocado.org CaliforniaAvocado.com
  58. 58. Thank You!
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