2012 YEAR-TO-DATE THRU:

MARKET Q1

REGION

Add '000s toUnits and Dollars 2012 INDEX

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

UNITSALES1 30,753 30,753 24,568 +25.2% 125%

DOLLARSALES1 $37,126 $37,126 $36,724 +1.1% 101%

AVG SELLING $/UNIT $1.21 $1.21 $1.49 -19.2%

Southeast Q1 Q2 Q3 Q4 Southeast Q1 Q2 Q3 Q4

2011 874 2011 $1,307

2012 1,100 2012 $1,328

% Variance +25.8% % Variance +1.6%

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

4046 6,303 11,746 +86.4% 4046 25.7% 38.2%

4225 12 740 12 290 3 5% 4225 51 9% 40 0%

2012 AvoScore Card- CONFIDENTIAL -

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

retailers within the region.Atlanta, Charlotte, Jacksonville, Miami,

Orlando, South Carolina, Tampa

Southeast

2012 YEAR - TO - DATE

PER STORE UNIT SALES1 PER STORE DOLLAR SALES1

PLU List

- 4046 Small Hass (#60s & smaller)

4225 12,740 12,290 -3.5% 4225 51.9% 40.0%

4770 210 217 +3.4% 4770 0.9% 0.7%

Other 3,509 3,523 +0.4% Other 14.3% 11.5%

Organic 135 149 +10.2% Organic 0.6% 0.5%

Bags 1,671 2,828 +69.2% Bags 6.8% 9.2%

Retail Dollar Trends(2011 vs 2012)

Q1 Q2 Q3 Q4 YTD AD ACTIVITY2 YTD

Fruit -4.2% - -4.2% 2012 n/aProduce -4.3% - -4.3% 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

C t t H A d B d (949) 341 3250 © 2012 H A d B d

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 category trends of +25.2% in volume and +1.1% in dollars may have been driven by the overall ASP decline of -19.2%- YTD through '12-Q1, AVOCADO retail dollar trend of +1.1% outperformed the FRUIT and PRODUCE trends by more than +5 points- PLU 4046 experienced the largest volume and category share growth over the prior year; its volume increased +86%, and category share increased +12.5 share points over the prior year

- 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