Total U.S.

Regional Composite

REGIONALDATA REPORT

JAN – MAR2013 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 (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

3

Total U.S.: Highlights - YTD Q1

• 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 Q1 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocados dollars grew +14%, which outpaced both Fruit and Produce by +8 points

– Total U.S. 2013 category units were +18% higher than prior year and +42% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLUs 4046, 4225 and Bagged Avocados, which collectively grew +95 million units

– Total U.S. 2013 category dollars were +14% higher than prior year and +20% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLU 4225 and Bagged Avocados which collectively grew +$48 million

– Total U.S. 2013 category ASP of $0.95/unit was -3% lower than prior year and -16% lower than 2011

• Total U.S. Per Store Averages– 2013 Average dollars of $4,540 per store were +12% higher than 2012 and +14% higher

than 2011– 2013 Average units of 4,799 per store were +15% higher than 2012 and +35% higher

than 2011

4

Total U.S.: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce

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

– 2012 versus 2011, Avocados outpaced Fruit and Produce by +8 points and +7 points, respectively

– 2013 versus 2012, Avocados outpaced both Fruit and Produce by +8 points

– 2013 versus 2011, Avocado dollars grew +20%, which outpaced Fruit and Produce by +17 points and +15 points, respectively

5

Total U.S.: YTD Q1 Avocado Retail Overview

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

• Category units grew +21% in 2012,and +18% in 2013 for a net growth of +42% over 2011

• Category average selling price (ASP) decreased -13% in 2012 and -3% in 2013 to $0.95/unit

6

Total U.S.: YTD Q1 PLU Comparisons

• Avocado Retail Units increased by +18% and nearly +53 million units in Q1 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados

– PLU 4770 saw triple digit growth and an increase of over +11 million units in Q1 2013 vs. 2012

• Avocado Retail Dollars increased by +14% and +$41 million dollars in Q1 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados

– PLU 4770 had an increase of +109%

– PLU 4225 had a Retail Dollar increase of nearly +$35 million

• All PLUs declined in price vs. 2012, but PLU 4770 saw the biggest decrease, -32% to $1.19/unit

RETAIL UNITSPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller 99,487,786 133,247,079 +33.9% 119,044,419 -10.7%4225 Large Hass #40 & #48 sizes 106,500,761 119,026,672 +11.8% 158,354,709 +33.0%4770 X-Large Hass #36 sizes & larger 11,212,786 5,502,382 -50.9% 16,917,549 +207.5%Other Greenskins, Pinkertons, non-Hass PLUs 5,785,108 6,335,471 +9.5% 7,492,536 +18.3%

Organic All Organic PLUs 2,169,402 3,199,068 +47.5% 3,853,907 +20.5%Bags All bagged PLUs 22,676,633 32,373,348 +42.8% 46,763,688 +44.5%

247,832,476 299,684,020 +20.9% 352,426,808 +17.6%

RETAIL DOLLARSPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller 81,514,054$ 100,148,136$ +22.9% 84,147,417$ -16.0%4225 Large Hass #40 & #48 sizes 140,422,938$ 138,952,815$ -1.0% 173,721,214$ +25.0%4770 X-Large Hass #36 sizes & larger 18,552,407$ 9,620,950$ -48.1% 20,100,889$ +108.9%Other Greenskins, Pinkertons, non-Hass PLUs 10,455,423$ 11,775,767$ +12.6% 12,547,258$ +6.6%

Organic All Organic PLUs 3,839,249$ 5,099,018$ +32.8% 6,034,480$ +18.3%Bags All bagged PLUs 22,560,993$ 26,768,770$ +18.7% 36,808,118$ +37.5%

277,345,065$ 292,365,456$ +5.4% 333,359,376$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller $0.82 $0.75 -8.3% $0.71 -6.0%4225 Large Hass #40 & #48 sizes $1.32 $1.17 -11.5% $1.10 -6.0%4770 X-Large Hass #36 sizes & larger $1.65 $1.75 +5.7% $1.19 -32.0%Other Greenskins, Pinkertons, non-Hass PLUs $1.81 $1.86 +2.8% $1.67 -9.9%

Organic All Organic PLUs $1.77 $1.59 -9.9% $1.57 -1.8%Bags All bagged PLUs $0.99 $0.83 -16.9% $0.79 -4.8%

$1.12 $0.98 -12.8% $0.95 -3.0%

Total U.S.

Total U.S.

Total U.S.

JANU

ARY

- MAR

CH: 2

012

vs 2

013

TOTAL CATEGORY UNITS

TOTAL CATEGORY DOLLARS

CATEGORY ASP ($/Unit)

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Total U.S.: YTD Q1 Category Per Store Averages

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

– 2013 Average Dollars of $4,540 per store were +12% higher than 2012 and +14% higher than 2011

– 2013 Average Units of 4,799 per store were +15% higher than 2012 and +35% higher than 2011

$3,984 $4,063$4,540

+2.0% +11.7%

Avg Retail Dollars Per Store

2011 2012 2013

3,560 4,164

4,799

+17.0% +15.2%

Avg Retail Units Per Store

2011 2012 2013

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Total U.S.: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q1 at 5,691 units per store when ASP was $0.87/unit– The lowest quarter was 2012-Q3 at 4,008 units per store when ASP was at its

highest, $1.34/unit

• ASP– Lowest ASP to date occurred during 2011-Q1 and 2013-Q1, $0.87/unit– Highest ASP to date occurred during 2012-Q3, $1.34/unit

9

Total U.S.: Highlights - YTD Q1

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

Central, West

• Total U.S. Overview– Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocados dollars grew +14%, which outpaced both Fruit and Produce by +8 points

– Total U.S. 2013 category units were +18% higher than prior year and +42% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLUs 4046, 4225 and Bagged Avocados, which collectively grew +95 million units

– Total U.S. 2013 category dollars were +14% higher than prior year and +20% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLU 4225 and Bagged Avocados which collectively grew +$48 million

– Total U.S. 2013 category ASP of $0.95/unit was -3% lower than prior year and -16% lower than 2011

• Total U.S. Per Store Averages– 2013 Average dollars of $4,540 per store were +12% higher than 2012 and +14% higher

than 2011– 2013 Average units of 4,799 per store were +15% higher than 2012 and +35% higher

than 2011