SOUTH CENTRAL Region

Regional Composite

REGIONALDATA REPORT

JAN - JUN2013 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 and Q2 (January – June) 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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South Central Region: Highlights - YTD through Q2

• Overview based on the following geography:– The South Central Region captures the Markets of Dallas, Houston and New Orleans,

plus additional cities not included in those Markets

• South Central Overview– Through Q2 2013, Avocado retail dollars trended behind both Fruit and Produce by -3

points– Category dollars were up +7% in 2012 and +4% in 2013 for a net growth of +11%

over 2011– Category units grew +32% in 2012 and +12% in 2013 for a net growth +48% over

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

$0.79/unit

• South Central Per Store Averages– 2013 Average dollars of $11,383 per store were +6% higher than 2012 and +12%

higher than 2011– 2013 Average units of 14,328 per store were +15% higher than 2012 and +49%

higher than 2011

• South Central versus Total U.S. trends– SC category unit growth of +12% was -8 points lower than the national average– SC category dollar trend of +4% was -10 points lower than the national average– SC 2013 category ASP of $0.79/unit was -18% lower than the national average of

$0.97/unit

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South Central: YTD through Q2Retail Dollar Trend Comparisons

• Avocado retail dollars through Q2 2013 trended behind Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +7% outpaced Fruit by

+5 points and Produce by +8 points– 2013 versus 2012, Avocado dollar growth of +4% trended behind both

Fruit and Produce by -3 points– 2013 versus 2011, Avocados dollar growth of +11% outpaced Fruit by

+2 points and Produce by +5 points

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South Central: YTD through Q2 Avocado Retail Overview

• Category dollars were up +7% in 2012 and +4% in 2013 for a net growth of +11% over 2011

• Category units grew +32% in 2012 and +12% in 2013 for net growth of +48% over 2011

• Category average selling price (ASP) decreased -19% in 2012 and -8% in 2013 to $0.79/unit

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South Central vs. Total U.S. YTD through Q2 PLU Comparisons

• SC category unit growth of +12% was -8 points lower than the national average

– SC growth was primarily driven by PLU 4770 which grew +8 million units

• SC category dollar trend of +4% was -10 points lower than the national average

– SC growth was primarily driven by PLU 4770 which grew +$7 million

• SC 2013 category ASP of $0.79/unit was -18% lower than the national average of $0.97/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 64,718,970 64,777,923 +0.1% 272,046,564 263,969,000 -3.0%

4225 Large Hass #40 & #48 sizes 36,816,934 38,240,319 +3.9% 245,887,799 324,453,638 +32.0%

4770 X-Large Hass #36 sizes & larger 4,079,734 12,097,224 +196.5% 11,254,402 32,886,064 +192.2%

Other Greenskins, Pinkertons, non-Hass PLUs 517,543 491,242 -5.1% 9,853,191 12,048,976 +22.3%

Organic All Organic PLUs 504,557 558,239 +10.6% 6,838,820 8,435,774 +23.4%

Bags All bagged PLUs 10,673,998 15,719,848 +47.3% 69,720,218 99,372,194 +42.5%

117,311,736 131,884,795 +12.4% 615,600,994 741,165,646 +20.4%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 40,457,316$ 34,416,286$ -14.9% 216,007,559$ 188,736,395$ -12.6%

4225 Large Hass #40 & #48 sizes 44,317,049$ 43,869,127$ -1.0% 304,290,527$ 371,669,375$ +22.1%

4770 X-Large Hass #36 sizes & larger 6,076,437$ 13,005,529$ +114.0% 19,675,457$ 42,944,115$ +118.3%

Other Greenskins, Pinkertons, non-Hass PLUs 926,301$ 907,786$ -2.0% 18,355,050$ 20,426,770$ +11.3%

Organic All Organic PLUs 744,187$ 782,924$ +5.2% 11,080,266$ 13,234,753$ +19.4%

Bags All bagged PLUs 8,645,459$ 11,797,622$ +36.5% 60,889,533$ 81,833,924$ +34.4%

101,166,748$ 104,779,275$ +3.6% 630,298,392$ 718,845,332$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $0.63 $0.53 -15.0% $0.79 $0.71 -10.0%

4225 Large Hass #40 & #48 sizes $1.20 $1.15 -4.7% $1.24 $1.15 -7.4%

4770 X-Large Hass #36 sizes & larger $1.49 $1.08 -27.8% $1.75 $1.31 -25.3%

Other Greenskins, Pinkertons, non-Hass PLUs $1.79 $1.85 +3.2% $1.86 $1.70 -9.0%

Organic All Organic PLUs $1.47 $1.40 -4.9% $1.62 $1.57 -3.2%

Bags All bagged PLUs $0.81 $0.75 -7.3% $0.87 $0.82 -5.7%

$0.86 $0.79 -7.9% $1.02 $0.97 -5.3%

JANU

ARY

- JU

NE: 2

012

vs 2

013

South Central Total U.S.

TOTAL CATEGORY UNITS

South Central Total U.S.

TOTAL CATEGORY DOLLARS

South Central Total U.S.

CATEGORY ASP ($/Unit)

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South Central: YTD through Q2 Category Per Store Averages

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

– 2013 Average dollars of $11,383 per store were +6% higher than 2012 and +12% higher than 2011

– 2013 Average units of 14,328 per store were +15% higher than 2012 and +49% higher than 2011

$10,173 $10,735$11,383

+5.5% +6.0%

Avg Retail Dollars Per Store

2011 2012 2013

9,598

12,448 14,328

+29.7% +15.1%

Avg Retail Units Per Store

2011 2012 2013

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South Central: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 7,351 units per store when ASP was $0.81/unit– The lowest quarter was 2011-Q3 at 4,134 units per store when ASP was at its

highest point, $1.27/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $0.78/unit– Highest ASP to date occurred during 2011-Q3, $1.27/unit

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South Central Region: Highlights - YTD through Q2

• Overview based on the following geography:– The South Central Region captures the Markets of Dallas, Houston and New Orleans,

plus additional cities not included in those Markets

• South Central Overview– Through Q2 2013, Avocado retail dollars trended behind both Fruit and Produce by -3

points– Category dollars were up +7% in 2012 and +4% in 2013 for a net growth of +11%

over 2011– Category units grew +32% in 2012 and +12% in 2013 for a net growth +48% over

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

$0.79/unit

• South Central Per Store Averages– 2013 Average dollars of $11,383 per store were +6% higher than 2012 and +12%

higher than 2011– 2013 Average units of 14,328 per store were +15% higher than 2012 and +49%

higher than 2011

• South Central versus Total U.S. trends– SC category unit growth of +12% was -8 points lower than the national average– SC category dollar trend of +4% was -10 points lower than the national average– SC 2013 category ASP of $0.79/unit was -18% lower than the national average of

$0.97/unit