TOTAL U.S.

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

3

Total U.S.: Highlights - YTD through Q3

• Overview based on the following Regions:– California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West

• Total U.S. Overview– Avocado retail dollar trends through Q3 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocado dollars grew +14%, which outpaced both Fruit and Produce by +5 points

– Total U.S. 2013 category units were +16% higher than prior year and +62% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew nearly +200 million units

– Total U.S. 2013 category dollars were +14% higher than prior year and +24% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$137 million

– Total U.S. 2013 category ASP of $1.01/unit was -2% lower than prior year and -24% lower than 2011

• Total U.S. Per Store Averages– 2013 Average dollars of $15,106 per store were +12% higher than 2012 and +18%

higher than 2011– 2013 Average units of 14,908 per store were +14% higher than 2012 and +55% higher

than 2011

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Total U.S.: YTD through Q3 Retail Dollar Trend Comparisons

• Avocado retail dollar trends through Q3 outpaced Fruit and Produce retail dollar trends

– 2012 versus 2011, Avocados outpaced Fruit and Produce by +4 points and +7 points, respectively

– 2013 versus 2012, Avocados outpaced both Fruit and Produce by +5 points

– 2013 versus 2011, Avocado dollars grew +24%, which outpaced Fruit and Produce by +10 points and +14 points, respectively

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Total U.S.: YTD through Q3 Avocado Retail Overview

• Category dollars grew +9% in 2012 and +14% in 2013 for a net growth of +24% over 2011

• Category units grew +40% in 2012,and +16% in 2013 for a net growth of +62% over 2011

• Category average selling price (ASP) decreased -22% in 2012 and -2% in 2013 to $1.01/unit

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Total U.S.: YTD through Q3 PLU Comparisons

• Avocado Retail Units increased by +16% and over +151 million units through Q2 2013 vs. 2012. Growth was driven by PLU 4225

– PLU 4225 exhibited growth of +20% and an increase of over +75 million units in through Q3 2013 vs. 2012

• Avocado Retail Dollars increased by +14% and +$132 million dollars through Q3 2013 vs. 2012. Growth was driven by PLU 4225

– PLU 4225 had a Retail Dollar increase of over +$77 million

– PLU 4770 had an increase of +83%

• All PLUs were flat to down in price vs. 2012, but PLU 4770 saw the biggest decrease, -11% to $1.42/unit

RETAIL UNITSPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller 293,436,138 392,473,289 +33.8% 403,058,039 +2.7%4225 Large Hass #40 & #48 sizes 260,725,641 384,742,694 +47.6% 460,064,178 +19.6%4770 X-Large Hass #36 sizes & larger 22,606,910 21,044,455 -6.9% 43,246,317 +105.5%Other Greenskins, Pinkertons, non-Hass PLUs 19,385,985 20,850,556 +7.6% 22,135,926 +6.2%

Organic All Organic PLUs 6,671,818 10,493,775 +57.3% 12,692,467 +21.0%Bags All bagged PLUs 68,787,175 108,160,738 +57.2% 147,756,145 +36.6%

671,613,667 937,765,507 +39.6% 1,088,953,072 +16.1%

RETAIL DOLLARSPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller 304,910,495$ 313,509,184$ +2.8% 303,722,520$ -3.1%4225 Large Hass #40 & #48 sizes 416,704,513$ 476,553,666$ +14.4% 553,658,894$ +16.2%4770 X-Large Hass #36 sizes & larger 44,689,597$ 33,549,938$ -24.9% 61,425,043$ +83.1%Other Greenskins, Pinkertons, non-Hass PLUs 33,091,444$ 34,436,282$ +4.1% 36,589,227$ +6.3%

Organic All Organic PLUs 13,670,484$ 17,012,054$ +24.4% 20,518,793$ +20.6%Bags All bagged PLUs 77,998,459$ 96,100,844$ +23.2% 127,547,422$ +32.7%

891,064,993$ 971,161,969$ +9.0% 1,103,461,900$ +13.6%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller $1.04 $0.80 -23.1% $0.75 -5.7%4225 Large Hass #40 & #48 sizes $1.60 $1.24 -22.5% $1.20 -2.8%4770 X-Large Hass #36 sizes & larger $1.98 $1.59 -19.4% $1.42 -10.9%Other Greenskins, Pinkertons, non-Hass PLUs $1.71 $1.65 -3.2% $1.65 +0.1%

Organic All Organic PLUs $2.05 $1.62 -20.9% $1.62 -0.3%Bags All bagged PLUs $1.13 $0.89 -21.6% $0.86 -2.8%

$1.33 $1.04 -21.9% $1.01 -2.2%

Total U.S.

Total U.S.

Total U.S.

JANU

ARY

- SEP

TEM

BER:

201

2 vs

201

3

TOTAL CATEGORY UNITS

TOTAL CATEGORY DOLLARS

CATEGORY ASP ($/Unit)

7

Total U.S.: YTD through Q3 Category Per Store Averages

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

– 2013 Average Dollars of $15,106 per store were +12% higher than 2012 and +18% higher than 2011

– 2013 Average Units of 14,908 per store were +14% higher than 2012 and +50% higher than 2011

$12,763 $13,508$15,106

+5.8% +11.8%

Avg Retail Dollars Per Store

2011 2012 2013

9,620

13,043 14,908

+35.6% +14.3%

Avg Retail Units Per Store

2011 2012 2013

* Per store averages are based on stores selling

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Total U.S.: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 5,301 units per store when ASP was $0.99/unit– The lowest quarter was 2011-Q3 at 2,909 units per store when ASP was at its

highest point, $1.51/unit• ASP

– Lowest ASP to date occurred during 2013-Q1, $0.95/unit– Highest ASP to date occurred during 2011-Q3, $1.51/unit

* Per store averages are based on stores selling

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Total U.S.: Highlights - YTD through Q3

• Overview based on the following Regions:– California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West

• Total U.S. Overview– Avocado retail dollar trends through Q3 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocado dollars grew +14%, which outpaced both Fruit and Produce by +5 points

– Total U.S. 2013 category units were +16% higher than prior year and +62% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew nearly +200 million units

– Total U.S. 2013 category dollars were +14% higher than prior year and +24% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$137 million

– Total U.S. 2013 category ASP of $1.01/unit was -2% lower than prior year and -24% lower than 2011

• Total U.S. Per Store Averages– 2013 Average dollars of $15,106 per store were +12% higher than 2012 and +18%

higher than 2011– 2013 Average units of 14,908 per store were +14% higher than 2012 and +55% higher

than 2011