SOUTHEAST Region

Regional Composite

REGIONALDATA REPORT

JAN – MAR2013 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 (January – March) 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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Southeast: Region Highlights - YTD Q1

• Overview based on the following geography:– The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando,

South Carolina and Tampa, plus additional cities not included in Markets

• Southeast Overview– Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail

dollar trends– Category dollars declined -3% in 2012, but grew +23% in 2013 for a net growth of

+19% over 2011– Category units grew +12% in 2012 and +31% in 2013 for a net growth +48% over

2011– Category average selling price (ASP) declined -14% in 2012 and -6% in 2013 to

$1.15/unit

• Southeast Per Store Averages– 2013 Average dollars of $3,224 per store were +23% higher than 2012 and +16%

higher than 2011– 2013 Average units of 2,801 per store were +32% higher than 2012 and +44% higher

than 2011

• Southeast versus Total U.S. trends– SE category unit growth of +31% was +14 points higher than the national average– SE category dollar trend of +23% was +9 points higher than the national average– SE 2013 category ASP of $1.15/unit was +22% higher than the national average of

$0.95/unit

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Southeast: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce

• Avocado retail dollar trends through Q1 2013 outpaced Fruit and Produce retail dollar trends

– 2012 versus 2011, Avocados outpaced Fruit by +1 point, but trended behind Produce by -1 point

– 2013 versus 2012, Avocados outpaced both Fruit and Produce by +17 points

– 2013 versus 2011, Avocado dollars grew +19% which outpaced Fruit by +17 points and Produce by +16 points

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Southeast: YTD Q1 Avocado Retail Overview

• Category dollars declined -3% in 2012, but grew +23% in 2013 for a net growth of +19% over 2011

• Category units grew +12% in 2012 and +31% in 2013 for a net growth +48% over 2011

• Category average selling price (ASP) declined -14% in 2012 and -6% in 2013 to $1.15/unit

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Southeast vs. Total U.S.YTD Q1 PLU Comparisons

• SE category unit growth of +31% was +14 points higher than the national average

– SE growth was primarily driven by PLU 4046 and Bagged Avocados, which collectively grew by nearly +7 million units

• SE category dollar trend of +23% was +9 points higher than the national average

• SE 2013 category ASP of $1.15/unit was +22% higher than the national average of $0.95/unit

– SE PLU 4046 has an ASP of $1.15/unit, 62% higher than the national average

RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 11,422,665 15,295,166 +33.9% 133,247,079 119,044,419 -10.7%4225 Large Hass #40 & #48 sizes 7,032,427 7,656,986 +8.9% 119,026,672 158,354,709 +33.0%4770 X-Large Hass #36 sizes & larger 135,127 178,106 +31.8% 5,502,382 16,917,549 +207.5%Other Greenskins, Pinkertons, non-Hass PLUs 2,691,113 2,582,949 -4.0% 6,335,471 7,492,536 +18.3%

Organic All Organic PLUs 88,033 125,914 +43.0% 3,199,068 3,853,907 +20.5%Bags All bagged PLUs 2,462,128 5,455,003 +121.6% 32,373,348 46,763,688 +44.5%

23,831,493 31,294,124 +31.3% 299,684,020 352,426,808 +17.6%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 12,089,698$ 17,524,091$ +45.0% 100,148,136$ 84,147,417$ -16.0%4225 Large Hass #40 & #48 sizes 8,574,871$ 8,574,384$ -0.0% 138,952,815$ 173,721,214$ +25.0%4770 X-Large Hass #36 sizes & larger 240,291$ 243,857$ +1.5% 9,620,950$ 20,100,889$ +108.9%Other Greenskins, Pinkertons, non-Hass PLUs 6,138,290$ 5,401,070$ -12.0% 11,775,767$ 12,547,258$ +6.6%

Organic All Organic PLUs 177,364$ 223,638$ +26.1% 5,099,018$ 6,034,480$ +18.3%Bags All bagged PLUs 2,092,888$ 4,054,951$ +93.7% 26,768,770$ 36,808,118$ +37.5%

29,313,402$ 36,021,991$ +22.9% 292,365,456$ 333,359,376$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller $1.06 $1.15 +8.3% $0.75 $0.71 -6.0%4225 Large Hass #40 & #48 sizes $1.22 $1.12 -8.2% $1.17 $1.10 -6.0%4770 X-Large Hass #36 sizes & larger $1.78 $1.37 -23.0% $1.75 $1.19 -32.0%Other Greenskins, Pinkertons, non-Hass PLUs $2.28 $2.09 -8.3% $1.86 $1.67 -9.9%

Organic All Organic PLUs $2.01 $1.78 -11.8% $1.59 $1.57 -1.8%Bags All bagged PLUs $0.85 $0.74 -12.6% $0.83 $0.79 -4.8%

$1.23 $1.15 -6.4% $0.98 $0.95 -3.0%

JANU

ARY

- MAR

CH: 2

012

vs 2

013

Southeast Total U.S.

TOTAL CATEGORY UNITS

Southeast Total U.S.

TOTAL CATEGORY DOLLARS

Southeast Total U.S.

CATEGORY ASP ($/Unit)

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Southeast: YTD Q1 Category Per Store Averages

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

– 2013 Average dollars of $3,224 per store were +23% higher than 2012 and +16% higher than 2011

– 2013 Average units of 2,801 per store were +32% higher than 2012 and +44% higher than 2011

$2,771 $2,619$3,224

-5.5% +23.1%

Avg Retail Dollars Per Store

2011 2012 2013

1,942 2,129

2,801

+9.6% +31.6%

Avg Retail Units Per Store

2011 2012 2013

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Southeast: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q1 at 2,801 units per store when ASP was $1.15/unit– The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its

highest, $1.67/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.15/unit– Highest ASP to date occurred during 2011-Q2, $1.67/unit

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Southeast: Region Highlights - YTD Q1

• Overview based on the following geography:– The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando,

South Carolina and Tampa, plus additional cities not included in Markets

• Southeast Overview– Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail

dollar trends– Category dollars declined -3% in 2012, but grew +23% in 2013 for a net growth of

+19% over 2011– Category units grew +12% in 2012 and +31% in 2013 for a net growth +48% over

2011– Category average selling price (ASP) declined -14% in 2012 and -6% in 2013 to

$1.15/unit

• Southeast Per Store Averages– 2013 Average dollars of $3,224 per store were +23% higher than 2012 and +16%

higher than 2011– 2013 Average units of 2,801 per store were +32% higher than 2012 and +44% higher

than 2011

• Southeast versus Total U.S. trends– SE category unit growth of +31% was +14 points higher than the national average– SE category dollar trend of +23% was +9 points higher than the national average– SE 2013 category ASP of $1.15/unit was +22% higher than the national average of

$0.95/unit