PLAINS Region

Regional Composite

REGIONALDATA REPORT

JAN - SEPT2013 vs. 2012

2

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 and Q3 (January – September) 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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Plains Region: Highlights - YTD through Q3

• Overview based on the following geography:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in those Markets

• Plains Overview– Through Q3 2013, Avocado retail dollars trended behind both Fruit and Produce by -2

points– Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20%

over 2011– Category units grew +41% in 2012 and +15% in 2013 for a net growth +61% over

2011– Category average selling price (ASP) decreased -19% in 2012 and -8% in 2013 to

$1.07/unit

• Plains Per Store Averages– 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23%

higher than 2011– 2013 Average units of 9,962 per store were +23% higher than 2012 and +66%

higher than 2011

• Plains versus Total U.S. trends– PL category unit growth of +15% was -1 point lower than the national average– PL category dollar trend of +5% was -8 points lower than the national average– PL 2013 category ASP of $1.07/unit was +6% higher than the national average of

$1.01/unit

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Plains: YTD through Q3Retail Dollar Trend Comparisons

• Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +14% outpaced Fruit by

+8 points and Produce by +11 points– 2013 versus 2012, Avocado dollar growth of +5% underperformed both

Fruit and Produce by -2 points– 2013 versus 2011, Avocados dollar growth of +20% outpaced Fruit by

+7 points and Produce by +10 points

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Plains: YTD through Q3 Avocado Retail Overview

• Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011

• Category units grew +41% in 2012 and +15% in 2013 for net growth of +61% over 2011

• Category average selling price (ASP) decreased -19% in 2012 and -8% in 2013 to $1.07/unit

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Plains vs. Total U.S. YTD through Q3 PLU Comparisons

• PL category unit growth of +15% was -1 point lower than the national average

– PL growth was primarily driven by PLU 4046 which grew +4 million units

• PL category dollar trend of +5% was -8 points lower than the national average

– PL growth was primarily driven by PLU 4046 which grew +$3 million

• PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 17,577,708 21,624,264 +23.0% 392,473,289 403,058,039 +2.7%

4225 Large Hass #40 & #48 sizes 20,957,398 20,471,601 -2.3% 384,742,694 460,064,178 +19.6%

4770 X-Large Hass #36 sizes & larger 526,550 874,451 +66.1% 21,044,455 43,246,317 +105.5%

Other Greenskins, Pinkertons, non-Hass PLUs 231,943 229,030 -1.3% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 428,566 444,931 +3.8% 10,493,775 12,692,467 +21.0%

Bags All bagged PLUs 6,013,243 8,704,160 +44.7% 108,160,738 146,979,935 +35.9%

45,735,408 52,348,437 +14.5% 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 18,122,142$ 21,211,225$ +17.0% 313,509,184$ 303,722,520$ -3.1%

4225 Large Hass #40 & #48 sizes 27,955,442$ 24,605,750$ -12.0% 476,553,666$ 553,658,894$ +16.2%

4770 X-Large Hass #36 sizes & larger 1,047,425$ 1,559,509$ +48.9% 33,549,938$ 61,425,043$ +83.1%

Other Greenskins, Pinkertons, non-Hass PLUs 418,751$ 359,039$ -14.3% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 754,904$ 830,682$ +10.0% 17,012,054$ 20,518,793$ +20.6%

Bags All bagged PLUs 5,184,524$ 7,679,619$ +48.1% 96,100,844$ 126,844,119$ +32.0%

53,483,187$ 56,245,824$ +5.2% 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 $1.03 $0.98 -4.9% $0.80 $0.75 -5.7%

4225 Large Hass #40 & #48 sizes $1.33 $1.20 -9.9% $1.24 $1.20 -2.8%

4770 X-Large Hass #36 sizes & larger $1.99 $1.78 -10.3% $1.59 $1.42 -10.9%

Other Greenskins, Pinkertons, non-Hass PLUs $1.81 $1.57 -13.2% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.76 $1.87 +6.0% $1.62 $1.62 -0.3%

Bags All bagged PLUs $0.86 $0.88 +2.3% $0.89 $0.86 -2.9%

$1.17 $1.07 -8.1% $1.04 $1.01 -2.1%

JANU

ARY

- SEP

TEM

BER:

201

2 vs

201

3

Plains Total U.S.

TOTAL CATEGORY UNITS

Plains Total U.S.

TOTAL CATEGORY DOLLARS

Plains Total U.S.

CATEGORY ASP ($/Unit)

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Plains: YTD through Q3 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior year

– 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011

– 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011

$8,687$9,493

$10,704

+9.3% +12.7%

Avg Retail Dollars Per Store

2011 2012 2013

5,999

8,118

9,962

+35.3% +22.7%

Avg Retail Units Per Store

2011 2012 2013

* Per store averages are based on stores selling

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Plains: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q3 at 3,523 units per store when ASP was $1.11/unit– The lowest quarter was 2011-Q3 at 1,788 units per store when ASP was at its

highest point, $1.69/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.00/unit– Highest ASP to date occurred during 2011-Q3, $1.69/unit

* Per store averages are based on stores selling

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Plains Region: Highlights - YTD through Q3

• Overview based on the following geography:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in those Markets

• Plains Overview– Through Q3 2013, Avocado retail dollars trended behind both Fruit and Produce by -2

points– Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20%

over 2011– Category units grew +41% in 2012 and +15% in 2013 for a net growth +61% over

2011– Category average selling price (ASP) decreased -19% in 2012 and -8% in 2013 to

$1.07/unit

• Plains Per Store Averages– 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23%

higher than 2011– 2013 Average units of 9,962 per store were +23% higher than 2012 and +66%

higher than 2011

• Plains versus Total U.S. trends– PL category unit growth of +15% was -1 point lower than the national average– PL category dollar trend of +5% was -8 points lower than the national average– PL 2013 category ASP of $1.07/unit was +6% higher than the national average of

$1.01/unit