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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