CCCGAUpdate for the

March 8, 2017

the CMCAbout

CRANBERRY MARKETING COMMITTEE

Office Staff

• Michelle Hogan

Executive Director

• Judy Mears

Executive & Financial Asst.

• Karen Cahill

Communications & Marketing

• Dotty Pipher

Administrative Assistant

Massachusetts Members

• Adrienne Mollor

• Lawrence Harju

• George Rogers*

• Parker Mauck*

• James Rezendes*

• Dawn Gates-Allen

• Dr. Steven White (UMass Dartmouth)

*Executive Committee

CMC SUBCOMMITTEES

• Audit

• Data Collection Review

• Executive

• Fresh Fruit

• Health Research Review

• Maximum Residue Levels (MRL)

• Supply/Demand

• Tariff

CMC BUDGET

we doWhat

VOLUME

REGULATION

MAXIMUMRESIDUE LEVELMONITORING

TRADE POLICIES & TARIFFS MONITORING

RESEARCHMARKETING &PROMOTION

DATA

COLLECTION

WHAT WE DO

INDUSTRY DATA

2012 2013 2014 2015 2016

Beginning Inventory

Barrels Unfrozen: 0 0 0 0 0

Barrels in Freezers: 1,724,262 2,365,693 2,564,083 2,654,030 2,773,027

Barrels in Process Form: 1,683,773 1,632,929 1,903,560 1,834,928 2,024,414

Barrels in Concentrate Form: 1,159,770 1,795,073 3,041,141 3,182,138 3,508,002

Inventory Before Adjustments: 4,567,805 5,793,695 7,508,784 7,671,096 8,305,443

Adjustments: -53 391 -10,786 45,440 -2,664

Adjusted Beginning Inventory: 4,567,752 5,794,086 7,497,998 7,716,536 8,302,779

Sources

Massachusetts, Rhode Island, Connecticut: 2,157,436 1,866,242 1,894,288 2,190,416 2,100,711

New Jersey: 536,014 508,805 570,842 438,289 574,701

Oregon: 403,639 425,491 491,895 546,073 377,941

Washington: 136,653 147,891 149,883 196,085 158,731

Wisconsin, Michigan, Minnesota: 4,702,938 5,861,014 4,923,580 4,676,855 6,015,351

Other states: 569 9,169 27,308 131 217

Total Domestic Acquired: 7,937,249 8,818,612 8,057,796 8,047,849 9,227,652

Foreign Acquired - Fresh: 156,194 111,920 70,446 70,420 75,624

Foreign Acquired - Processed: 1,337,663 1,396,786 1,562,910 1,681,410 1,909,555

Foreign Acquired - Concentrate: 0 0 0 0 7,526

Total Barrels Acquired: 9,431,106 10,327,318 9,691,152 9,799,679 11,220,357

Barrels in Transit: -553 1,097 15,913 16,078 -32,208

• Q1 Five-Year Comparison

INDUSTRY DATA

• Q1 Five-Year Comparison2012 2013 2014 2015 2016

Sales

Fresh: 263,163 270,536 258,102 268,600 285,220

Processed & Sold: 1,796,266 1,714,996 1,933,173 2,001,564 1,993,682

Sold to Processors in District: 172,385 146,657 218,948 200,710 98,207

Sold to Processors outside of District: 214,898 197,796 132,884 165,706 191,567

Sold to Government: 14,760 35,741 74,304 112,802 139,874

Total Domestic Sales: 2,461,472 2,365,726 2,617,411 2,749,382 2,708,550

Foreign Sales Fresh: 55,617 53,581 55,952 48,074 43,821

Foreign Sales Processed: 580,134 715,029 954,383 868,959 952,697

Foreign Sales Concentrate: 186,143 173,498 180,936 176,526 175,022

Total Sales: 3,283,366 3,307,834 3,808,682 3,842,941 3,880,090

Shrinkage: 178,650 193,068 118,776 717 19,949

Total Sales & Shrinkage: 3,462,016 3,500,902 3,927,458 3,843,658 3,900,039

Ending Inventory

Barrels Unfrozen: 0 0 0 0 195

Barrels in Freezers: 7,494,103 7,959,406 7,778,447 8,408,856 9,669,940

Barrels in Process Form: 1,582,578 1,778,142 1,754,284 1,712,544 2,219,270

Barrels in Concentrate Form: 1,460,714 2,884,052 3,744,874 3,567,235 3,701,483

Total Barrels in Inventory: 10,537,395 12,621,600 13,277,605 13,688,635 15,590,888

INDUSTRY DATA

INDUSTRY DATA

INDUSTRY DATA

INDUSTRY DATA

INDUSTRY DATA

DOMESTIC MARKETING

DOMESTIC MARKETING

• Social Media

3%

137%

36%

135%

• Friendsgiving

658 Entries

346 mil impressions

169%

64%

DOMESTIC MARKETING

• SNA Conference

602 Visitors

350 Toolkits

180 Posters

• FNCE (’15 vs ’16)

1,922 Visitors

2,350 Recipes

3,000 Samples

1,525 Giveaways

18%

15%

28%

2%

DOMESTIC MARKETING

• Focus on Fresh

– Dedicated Webpage

– Entertaining Guide

– Recipe Development

– Leverage Friendsgiving

– Reinforce in Retail

• Jewel-Osco

6%

9.6%

Q1 FRESH SALES

DOMESTIC MARKETING

• 86 Cases of SDCs distributed

DOMESTIC MARKETING

• Upcoming Program

– SNA & FNCE Conferences

– Supermarket Promotions

– Fresh Fruit Promotion

– Friendsgiving 2017

– Cranberry Summer Series*

– Video Series*

*New for 2017

INTERNATIONAL BUDGETS

• 3 million barrels in exports

• Target market exports

• Push concentrate as versatile ingredient

• Increase awareness of health benefits

INTERNATIONAL MARKETING

10%

16%

• Works with the Cranberry Institute

on health research projects

• Currently funding a study in China that is

slated to finish up at the end of 2017

HEALTH RESEARCH

TRADE POLICIES & TARIFFS

• Advocate for and communicate to the

cranberry industry, specifically all US handlers

• Monitor free trade agreements that may

impact cranberry exports

• Fresh Cranberry Market Access Proposal

– China

– New Zealand

– Australia

MAXIMUM RESIDUE LEVELS (MRLs)

• MRL Subcommittee

• Technical Assistance for Specialty Crops

(TASC) Funding

– Used for technical research on vital chemicals for

cranberry

– Assistance for development of data submitted to

foreign governments

– Supports technical experts in CMC’s export

target markets

CMC SUMMER MEETING:

AUG 3 & 4

LONG BEACH, WA

Follow @uscranberries on social media