1. Jan DeLyser
Vice President Marketing
California Avocados
Creating Demand &Value
Fun ‘N Sun®
July 17, 2013

2. Produce Specialty Item to a Staple
… A Very Long Journey

3. Ripe Programs Revolutionize Impulse
Purchases

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. 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. 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. 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. By 2007, the marketplace had become
considerably more competitive

9. Unaided Awareness of California
Avocados Dropped
22%
31%
13%
0%
10%
20%
30%
40%

10. Nearly 30% of Consumers Did Not
Have a Preference for Avocado Origin

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. Build on our Foundation of Success
• Focused efforts on core markets in the West

13. Messaging Targeted to our Season
with California Avocado Availability
Millions/Lbs.

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. 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. 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. • 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. 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. We Could Easily Have Promoted
This “California” as Our Brand

20. Today this is the “California” that
Resonates with Our Target

22. 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

23. Radio Spots Feature Our Growers
Enhancing the Premium Position

24. High-Profile “Local” Messaging
Throughout the Season with Outdoor

25. We Used Unique Approaches to
Reach our Target
Health Club Posters

26. We Reached Consumers In-Store

27. Clearly Identified California Avocados
at Point-of-Purchase

28. CaliforniaAvocado.com Grower
Features for Deeper Connections

29. Mobile Site for Consumers on the Go

30. Integration of Web and Mobile

31. Monthly E-Newsletter to Nearly
200,000 Recipients

32. Social Media with Facebook, Twitter,
Pinterest, Instagram and YouTube

33. Editorial Coverage in Lifestyle and
Epicurean Magazines

34. Key Influencer Outreach to Bloggers,
Artisan Chefs and Dietitians

35. 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

36. Artisan Chefs Serve as
Spokespersons Around the U.S.
Atlanta
Hugh Acheson

37. Foodservice Operator Promotions

38. Feature Ad Promotions by Retailers

39. In-Store Display Contests and POS

40. In-Store Radio Invites Shoppers to the
Produce Department for California Avocados

41. Information and Data Assets Provide
the “What’s in it for Me” for Retailers

42. Trade Communications

43. Trade Advertising

44. We Have Celebrated Some
Successes

45. 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

46. 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

47. 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)

48. 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

49. 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

50. 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

51. 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

52. 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

53. 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

54. Floral Update
July 17, 2013

55. 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

56. 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

57. 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

58. Jan DeLyser
(949) 341-1955
jdelyser@avocado.org
CaliforniaAvocado.com

59. Thank You!