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Avocado Regional Composite

Southeast Region

January – March: 2011 vs. 2012

Methodology

• Sales and Market Data is obtained using CAST • (Category Avocado Sales Trend)

– Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas)

• Regional figures include data collected from all reporting retailers, as well as imputed data (non-reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area

– Data is entered into CAST system– Using CAST, data is queried and reported

• 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• Analysis is based on a Calendar Year (Jan-Mar) unless otherwise

noted• Market compositions are provided by SymphonyIRI Group• Total U.S. totals and averages utilized in comparisons includes all

U.S. regions• Retail data provided by SymphonyIRI Group / FreshLook Marketing

• Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews

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Southeast: Region Highlights

• Overview based on the following markets:– Atlanta, GA; Charlotte, SC; Columbia, SC; Jacksonville, FL; Miami, FL; Orlando, FL; Tampa / St.

Petersburg, FL

• Southeast Overview– Category units declined -2% in 2011, but grew +25% in 2012– Category dollars experienced consecutive growth of +22% in 2011, and +1% in 2012– Category average selling price (ASP) increased +24% to $1.49/unit in 2011, but decreased -

19% to $1.21/unit in 2012– The rolling 12-month average was 8.4 million units per month with an ASP of $1.42/unit

• ASP was the lowest during Feb’12 at $1.09/unit,• Volume peaked during Jul’11 at 11.5 million units

• Southeast Per Store Averages– In 2012, per store unit average of 6,800 has grown +22% (+1,200 units) since 2010– In 2012, per store dollar average of $8,200 has grown +23% (+$1,500) since 2010

• Southeast versus Total U.S. trends– Southeast’s category unit trend of +25% was -1 point lower than the national average– Southeast’s category dollar trend of +1% was -6 points lower than the national average– Southeast’s 2012 category ASP of $1.21/unit was +37% higher than the national average

of $0.88/unit

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Southeast: Region Retail Sales Overview

• Category units declined -2% in 2011, but grew +25% in 2012

• Category dollars experienced growth of +22% in 2011, and +1% in 2012

• Category average selling price (ASP) grew +24% to $1.49/unit in 2011, but declined -19% to $1.21/unit in 2012

4 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

J an-Mar 2010 2011 11v10Category ASP/Unit 1.20$ 1.49$ +24.2%

J an-Mar 2011 2012 12v11Category ASP/Unit 1.49$ 1.21$ -19.2%

Southeast: Per Store Averages

• In 2012, per store unit average of 6,800 has grown +22% (+1,200 units) since 2010

– ‘12 vs. ‘11: Units increased +25%, +1,300 units– ‘11 vs. ‘10: Units decreased -2%, -100 units

• In 2012, per store dollar average of $8,200 has grown +23% (+$1,500) since 2010

– ‘12 vs. ‘11: Dollars increased +1%, +$100– ‘11 vs. ‘10: Dollars increased +22%, +$1,400

5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

+25.2% -2.2% +21.5% +1.1%

Southeast vs. Total U.S.: PLU ComparisonsJanuary – March: 2011 vs. 2012

• Southeast’s category unit trend of +25% was -1 point lower than the national average of +26%

– Southeast’s PLU 4225 (their #1 selling segment) unit trend of -4% underperformed the national average by -16 points

• Southeast’s category dollar trend of +1% was -6 points lower than the national average of +7%

– Southeast’s PLU 4225 (their #1 selling segment) dollar trend underperformed the national average by -24 points

• Southeast’s 2012 category ASP of $1.21/unit was +37% higher than the national average of $0.88/unit

6 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

UNITSPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 6,303 11,746 +86.4% 103,762 157,054 +51.4%4225 Large Hass #40 & #48 sizes 12,740 12,290 -3.5% 144,676 162,274 +12.2%4770 X-Large Hass #36 sizes & larger 210 217 +3.4% 20,176 9,344 -53.7%

Other Greenskins, Pinkertons, non-Hass PLUs 3,509 3,523 +0.4% 7,781 8,162 +4.9%Organic All Organic PLUs 135 149 +10.2% 3,194 4,605 +44.2%

Bags All bagged PLUs 1,671 2,828 +69.2% 49,199 72,488 +47.3%24,568 30,753 +25.2% 328,789 413,928 +25.9%

DOLLARSPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 8,197$ 12,705$ +55.0% 87,898$ 119,771$ +36.3%4225 Large Hass #40 & #48 sizes 19,172$ 14,567$ -24.0% 188,244$ 187,533$ -0.4%4770 X-Large Hass #36 sizes & larger 417$ 375$ -10.1% 32,284$ 15,942$ -50.6%

Other Greenskins, Pinkertons, non-Hass PLUs 7,931$ 8,356$ +5.4% 14,230$ 15,468$ +8.7%Organic All Organic PLUs 232$ 298$ +28.2% 5,634$ 7,444$ +32.1%

Bags All bagged PLUs 775$ 825$ +6.4% 14,519$ 18,776$ +29.3%36,724$ 37,126$ +1.1% 342,809$ 364,935$ +6.5%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 1.30$ 1.08$ -16.8% 0.85$ 0.76$ -10.0%4225 Large Hass #40 & #48 sizes 1.50$ 1.19$ -21.2% 1.30$ 1.16$ -11.2%4770 X-Large Hass #36 sizes & larger 1.98$ 1.72$ -13.1% 1.60$ 1.71$ +6.6%

Other Greenskins, Pinkertons, non-Hass PLUs 2.26$ 2.37$ +5.0% 1.83$ 1.90$ +3.6%Organic All Organic PLUs 1.71$ 1.99$ +16.3% 1.76$ 1.62$ -8.4%

Bags All bagged PLUs 0.46$ 0.29$ -37.1% 0.30$ 0.26$ -12.2%1.49$ 1.21$ -19.2% 1.04$ 0.88$ -15.4%

Total U.S.

Total U.S.

Total U.S.JAN

UA

RY -M

ARC

H: 2

011

vs 2

012

Southeast

TOTAL CATEGORY UNITS (add '000s)

Southeast

TOTAL CATEGORY DOLLARS (add '000s)

Southeast

CATEGORY ASP

SoutheastTotal Category by Month: Units to ASP(rolling 12-months)

• The rolling 12-month average was 8.4 million units per month at $1.42/unit

– The recent 6-months (Oct'11-Mar'12) showed an average of 9.0 million units each month, +15% higher than the prior 6-months average of 7.8 million units

– Jul’11 was the peak of the 12 months observed with 11.5 million units sold

• ASP was the lowest during Feb’12 at $1.09/unit– The recent 6-months (Oct'11-Mar'12) showed an ASP of $1.25/unit, -23% lower than the

prior 6-months which had an ASP of $1.63/unit

7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Southeast: Region Highlights

• Overview based on the following markets:– Atlanta, GA; Charlotte, SC; Columbia, SC; Jacksonville, FL; Miami, FL; Orlando, FL; Tampa / St.

Petersburg, FL

• Southeast Overview– Category units declined -2% in 2011, but grew +25% in 2012– Category dollars experienced consecutive growth of +22% in 2011, and +1% in 2012– Category average selling price (ASP) increased +24% to $1.49/unit in 2011, but decreased -

19% to $1.21/unit in 2012– The rolling 12-month average was 8.4 million units per month with an ASP of $1.42/unit

• ASP was the lowest during Feb’12 at $1.09/unit,• Volume peaked during Jul’11 at 11.5 million units

• Southeast Per Store Averages– In 2012, per store unit average of 6,800 has grown +22% (+1,200 units) since 2010– In 2012, per store dollar average of $8,200 has grown +23% (+$1,500) since 2010

• Southeast versus Total U.S. trends– Southeast’s category unit trend of +25% was -1 point lower than the national average– Southeast’s category dollar trend of +1% was -6 points lower than the national average– Southeast’s 2012 category ASP of $1.21/unit was +37% higher than the national average

of $0.88/unit

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Appendix

• Retail scan data is collected and entered into CAST approximately every 4-6 weeks

– Data collection began in 1997– Data is collected and distributed by SymphonyIRI Group / FreshLook

Marketing– Data is scrubbed and reviewed for accuracy prior to entry

• Total U.S. totals and averages utilized in comparisons includes all U.S. regions

• Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel

• Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted

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