2012 YEAR-TO-DATE THRU:

MARKET Q1

REGION

Add '000s toUnits and Dollars 2012 INDEX

California Q1 Q2 Q3 Q4 2012 2011 Variance % (to 2011 YTD)

UNITSALES1 95,619 95,619 79,775 +19.9% 120%

DOLLARSALES1 $72,825 $72,825 $73,014 -0.3% 100%

AVG SELLING $/UNIT $0.76 $0.76 $0.92 -16.8%

California Q1 Q2 Q3 Q4 California Q1 Q2 Q3 Q4

2011 5,333 2011 $4,881

2012 6,359 2012 $4,843

% Variance +19.2% % Variance -0.8%

PLU UNITS UNITS VARIANCE UNITS 2011 2012YTD 2011 2012 % YTD % of TTL % of TTL

4046 21,582 38,228 +77.1% 4046 27.1% 40.0%

4225 39 959 39 575 -1 0% 4225 50 1% 41 4%

2012 AvoScore Card- CONFIDENTIAL -

SymphonyIRI Group regional retail sales data is imputed to represent reporting and non-reporting

retailers within the region.Los Angeles, Sacramento, San

Diego, San Francisco

California

2012 YEAR - TO - DATE

PER STORE UNIT SALES1 PER STORE DOLLAR SALES1

PLU List

- 4046 Small Hass (#60s & smaller)

- 4225 Large4225 39,959 39,575 -1.0% 4225 50.1% 41.4%

4770 635 534 -16.0% 4770 0.8% 0.6%

Other 6 14 +130.8% Other 0.0% 0.0%

Organic 471 1,050 +123.3% Organic 0.6% 1.1%

Bags 17,122 16,217 -5.3% Bags 21.5% 17.0%

Retail Dollar Trends(2011 vs 2012)

Q1 Q2 Q3 Q4 YTD AD ACTIVITY2 YTD

Fruit -0.9% - -0.9% 2012 n/aProduce -5.0% - -5.0% 2011 n/a

Comments / Analysis:

1 Los Angeles 11 Portland

2 San Francisco 12 Boston

3 Houston 13 San Diego

4 Dallas 14 Philadelphia

Sources: 5 New York 15 Atlanta

1 Retail Data from SymphonyIRI Group/FreshLook Marketing v15 6 Phoenix 16 Las Vegas

2 Advertising activity obtained from Market Track 7 Sacramento 17 Detroit

8 Denver 18 New England

9 Seattle 19 Miami

For more information: 10 Chicago 20 Tampa

Important Note: Due to the fact that SymphonyIRI Group/FreshLook recently restated all retail data, these AvoScore cards cannot be compared or used in conjunction with prior AvoScore cards.

TOP REPORTING DMA MARKETS(based on 2011 Total Volume)1

- YTD through '12-Q1, AVOCADO retail volume sales of 95.6 million units indexed to 120% of YTD through '11-Q1- YTD through '12-Q1, AVOCADO retail dollar trend of -0.3% was slightly higher than the FRUIT trend and outperformed PRODUCE by more than +4 points- PLU 4046 category volume share increased +12.9 points to 40.0% from 27.1% in the prior year, the largest share growth of all PLUs

- 4225 Large Hass (#40 & #48)

- 4770 X-Large Hass (#36 & larger)

- Other includes Unknown, Pinkertons, Greenskins, etc.

- Organic includes all sizes

- Bags includes all bagged UPCs

Contact Hass Avocado Board (949) 341-3250 © 2012 Hass Avocado Board