Deliver updated comparison of H&P Tracker Spring Wave 2023 and CMT Q2 2023 data.  Provide to internal teams and introduce to JEC. 

Partner with AFM PR team and Weber to develop a Quantilope survey related to college football to drive connection between and interest in avocados and college football.

Complete Fresh vs Processed Taste Test.

Deliver 4 quarterly reports for CMT and maintain dashboard updates.

Complete FY24 Spring Wave of H&P Brand Tracker

Conduct FS concept testing with Datassential.  Partner with FS team to prioritize tests with operators to further develop client receptivity to menuing fresh avocado.  

Conduct pre-testing research for digital advertising campaigns with Zappi.  Measure purchase consideration and branding, and provide prescriptive feedback for improving creative prior to launch (when applicable).  Review overall AFM performance to further adjust standards as needed.  Provide documentation of standards review and present recommendation to internal teams.

Review and optimize Operator A&U survey to be fielded in spring FY24.

Complete Menu KPI Reviews (2x year)

Conduct research using Quantilope service for ad hoc needs and planned programs like Education, Cinco and 4th of July.

Develop and present annual market insights report as kick-off for AFM planning sessions.  Presentation should ground all teams and strategic partners in category performance across businesses and overall market trends, and serve as basis for opportunity assessments.  Involve agency partners to present areas of expertise, including media, shopper, consumer insights.

Develop portal to The Grove for agencies to access AFM intelligence sources specifically related to their responsibilities.  Ensure proper measures are in place to secure sensitive information is only accessible to specific partners.

Conduct ROI analysis to determine impact of marketing activities on retail volume performance and recommend areas for future allocations. Present an analysis during planning season with recommendations for FY25

Manage content curation and reporting on The Grove adding final custom reports and deliverables within a week of completion.  Syndicated sources added within a week of reception.  New content will be communicated to all internal users.

Lead Intelligence COE for teams to share insights and expertise from their respective areas.  Conduct 6 group meetings in FY24 and provide completed agenda to manager following each meeting.

Complete Retailer Category Review Bonanza prior to IFPA, comprosing 20 retailer/banner reports.

Complete Annual Volumetric Report with new partner, Circana.  Include historic comparison. 

Pre-test select TV ad concepts using Kantar and Zappi methodologies to compare data for alignment, disconnects and the resulting impact on decision-making.

Provide annual assessment of sales and panel data providers (NielsenIQ, 84.51LLC, Numerator, Circana, Datassential) and fitness to continue as partners for FY2%.  

Integrate social listening data into other performance tracking to identify potential impacts social conversations have on brand (awareness, preference, etc.)

Partner with AFM BI team to integrate relevant time series databases into a single platform for comprehensive organization-wide reporting.  Deliver via Microsoft Power BI or similar application and made accessible to all AFMers.  April 2024.

Develop tracker for Produce brands that will monitor AFM's progress to superior brand affinity as well as complementary KPIs.

Manage ongoing reports for Market Development (by report by timeline).  Identify areas to streamline processes for reports, reducing manual activity and create documentation for backup staff.

Work with Foodservice to create reviews for 3 operators incorporating primary AFM research, syndicated and secondary resources.

Learn capabilities of new partners brought in for FY24 to identify tracking metrics to measure performance of Foodservice.  Align with leadership and FS team on targets for FY25.

Complete Retail Price Elasticity study.

Complete US Hispanic Deep Dive study to understand decline in avocado consumption with increase in acculturation.  Use the lenses of Cultural Avocado and Always Avocado to remain in sync with AFM-specific direction.

Complete Retail Merchandising study to determine relative impact of bins placement in-store and incremental effect of AFM branding.

Complete FS Growth Opportunities study to identify near-term priorities to increase fresh avocado volume within foodservice.

Continue developing long-term planning tool that incorporates sales performance and demographics by market.  Integrate sales data, population statistics and avocado shipment data as basis to identify geographies where future demand will be.  Update annually as new state population projections are released in fall 2023.

In partnership with Commercial Team, provide 2 update for bag/bulk mix by top 10 US avocado markets (one during the fall and the 2nd in January) and analysis with actionable recommendations.  

Develop expanded scope for bin distribution and effectiveness test with Neptune.

Begin delivering integrated Executive Scorecard by end of August 2024 and refresh every 4-week period.