CALIFORNIA Region

Regional Composite

REGIONALDATA REPORT

JAN - DEC2013 vs. 2012

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Methodology

• Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)– IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

• Starting in 2013, the IRI Regions reflect an expanded retail data set which includes sales and volume from Walmart, Sam’s Club, Target and BJ’s, in addition to traditional grocery retailers

– Data is entered into CAST system– Using CAST, data is queried and reported approximately every 4 weeks

• Average Selling Price (ASP) is not Advertised Retail Price– Average selling price is the average of all prices including coupons, promotional

pricing, club/loyalty card deals that are given at the register at the time of purchase

• Categories: Total Avocados Fruit = Total Fruit excluding Avocados

Produce = Total Produce including Avocados

• Timeframe: YTD Q1, Q2, Q3 and Q4 (January – December) 2013

• Retail data provided by IRI / FreshLook Marketing

• Important Note: IRI / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews

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California Region: Highlights - YTD through Q4

• Overview based on the following geography:– The California Region captures the Markets of Los Angeles, Sacramento, San Diego

and San Francisco, plus additional cities not included in those Markets

• California Overview– In Q4 2013, Avocado retail dollars trended behind Fruit by -1 point and Produce by -3

points– Category dollars were up +7% in 2012 and +8% in 2013 for a net growth of +15%

over 2011– Category units grew +39% in 2012 and +3% in 2013 for net growth of +43% over

2011– Category average selling price (ASP) decreased -23% in 2012 and increased +5% in

2013 to $0.96/unit

• California Per Store Averages– 2013 Average dollars of $44,529 per store were +3% higher than 2012 and +6%

higher than 2011– 2013 Average units of 46,489 per store were -2% lower than 2012 and +31% higher

than 2011

• California versus Total U.S. trends– CA category unit growth of +3% was -14 points lower than the national average– CA category dollar trend of +8% was -6 points lower than the national average– CA 2013 category ASP of $0.96/unit was -5% lower than the national average of

$1.01/unit

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California: YTD through Q4Retail Dollar Trend Comparisons

• Avocado retail dollars through Q4 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +7% was in line with Fruit

and outpaced Produce by +5 points– 2013 versus 2012, Avocado dollar growth of +8% trended behind Fruit

by -1 point and Produce by -3 points– 2013 versus 2011, Avocados trended behind Fruit by -2 points and

outpaced Produce by +2 points

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California: YTD through Q4 Avocado Retail Overview

• Category dollars were up +7% in 2012 and +8% in 2013 for a net growth of +15% over 2011

• Category units grew +39% in 2012 and +3% in 2013 for net growth of +43% over 2011

• Category average selling price (ASP) decreased -23% in 2012 and increased +5% in 2013 to $0.96/unit

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RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 119,337,999 123,793,667 +3.7% 392,473,289 403,058,039 +2.7%

4225 Large Hass #40 & #48 sizes 126,599,237 122,676,078 -3.1% 384,742,694 460,064,178 +19.6%

4770 X-Large Hass #36 sizes & larger 2,608,027 6,540,574 +150.8% 21,044,455 43,246,317 +105.5%

Other Greenskins, Pinkertons, non-Hass PLUs 45,772 113,249 +147.4% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 3,103,561 3,792,134 +22.2% 10,493,775 12,692,467 +21.0%

Bags All bagged PLUs 22,743,774 24,292,372 +6.8% 108,160,738 146,979,935 +35.9%

274,438,370 281,208,074 +2.5% 937,765,507 1,088,176,862 +16.0%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 80,793,990$ 90,731,252$ +12.3% 313,509,184$ 303,722,520$ -3.1%

4225 Large Hass #40 & #48 sizes 142,063,179$ 143,693,605$ +1.1% 476,553,666$ 553,658,894$ +16.2%

4770 X-Large Hass #36 sizes & larger 5,599,182$ 10,338,120$ +84.6% 33,549,938$ 61,425,043$ +83.1%

Other Greenskins, Pinkertons, non-Hass PLUs 62,524$ 197,613$ +216.1% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 4,754,893$ 5,938,284$ +24.9% 17,012,054$ 20,518,793$ +20.6%

Bags All bagged PLUs 16,822,771$ 18,452,840$ +9.7% 96,100,844$ 126,844,119$ +32.0%

250,096,539$ 269,351,715$ +7.7% 971,161,969$ 1,102,758,596$ +13.6%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $0.68 $0.73 +8.3% $0.80 $0.75 -5.7%

4225 Large Hass #40 & #48 sizes $1.12 $1.17 +4.4% $1.24 $1.20 -2.8%

4770 X-Large Hass #36 sizes & larger $2.15 $1.58 -26.4% $1.59 $1.42 -10.9%

Other Greenskins, Pinkertons, non-Hass PLUs $1.37 $1.74 +27.7% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.53 $1.57 +2.2% $1.62 $1.62 -0.3%

Bags All bagged PLUs $0.74 $0.76 +2.7% $0.89 $0.86 -2.9%

$0.91 $0.96 +5.1% $1.04 $1.01 -2.1%

JAN

UA

RY -

DEC

EMBE

R: 2

012

vs 2

013

California Total U.S.

TOTAL CATEGORY UNITS

California Total U.S.

TOTAL CATEGORY DOLLARS

California Total U.S.

CATEGORY ASP ($/Unit)

California vs. Total U.S.YTD through Q4 PLU Comparisons

• CA category unit growth of +3% was -14 points lower than the national average– CA growth was driven

by PLUs 4046 and 4770 which each grew +4 million units

• CA category dollar trend of +8% was -6 points lower than the national average– CA growth was

primarily driven by PLU 4046 which grew +$10 million

• CA 2013 category ASP of $0.96/unit was -5% lower than the national average of $1.01/unit

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$42,098 $43,316 $44,529

+2.9% +2.8%

Avg Retail Dollars Per Store

2011 2012 2013

35,432

47,532 46,489

+34.1% -2.2%

Avg Retail Units Per Store

2011 2012 2013

California: YTD through Q4 Category Per Store Averages

• In 2013, per store dollar averages exhibited slight growth over the prior year. Unit averages showed a slight decline.– 2013 Average dollars of $44,529 per store were +3% higher than 2012

and +6% higher than 2011– 2013 Average units of 46,489 per store were -2% lower than 2012 and

+31% higher than 2011

* Per store averages are based on stores selling

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California: 2011 through Q4-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 13,055 units per store when ASP was

$0.92/unit– The lowest quarter was 2011-Q3 at 7,256 units per store when ASP was at its

highest point, $1.48/unit

• ASP– Lowest ASP to date occurred during 2012-Q1, $0.86/unit– Highest ASP to date occurred during 2011-Q3, $1.48/unit

* Per store averages are based on stores selling

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California Region: Highlights - YTD through Q4

• Overview based on the following geography:– The California Region captures the Markets of Los Angeles, Sacramento, San Diego

and San Francisco, plus additional cities not included in those Markets

• California Overview– In Q4 2013, Avocado retail dollars trended behind Fruit by -1 point and Produce by -3

points– Category dollars were up +7% in 2012 and +8% in 2013 for a net growth of +15%

over 2011– Category units grew +39% in 2012 and +3% in 2013 for net growth of +43% over

2011– Category average selling price (ASP) decreased -23% in 2012 and increased +5% in

2013 to $0.96/unit

• California Per Store Averages– 2013 Average dollars of $44,529 per store were +3% higher than 2012 and +6%

higher than 2011– 2013 Average units of 46,489 per store were -2% lower than 2012 and +31% higher

than 2011

• California versus Total U.S. trends– CA category unit growth of +3% was -14 points lower than the national average– CA category dollar trend of +8% was -6 points lower than the national average– CA 2013 category ASP of $0.96/unit was -5% lower than the national average of

$1.01/unit