PLAINS Region

Regional Composite

REGIONALDATA REPORT

JAN – MAR2014 vs. 2013

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Methodology

• 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

• 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, Produce = Total Produce including Avocados

• Timeframe: YTD Q1 (January – March) 2014

• 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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Plains: Region Highlights - YTD Q1

• Overview based on the following markets:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in Markets

• Plains Overview– Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends– Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35%

over 2012– Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over

2012– Category average selling price (ASP) declined -12% in 2013 and increased +14% in

2014 to $1.15/unit

• Plains Per Store Averages– 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28%

higher than 2012– 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher

than 2012

• Plains versus Total U.S. trends– PL category unit growth of +4% was -4 points lower than the national average– PL category dollar trend of +18% was -1 point lower than the national average– PL 2014 category ASP of $1.15/unit was +10% higher than the national average of

$1.05/ unit

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Plains: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Produce

• Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends– 2013 versus 2012, Avocados outpaced Produce by +5 points– 2014 versus 2013, Avocados outpaced Produce by +14 points– 2014 versus 2012, Avocados grew +35%, outpacing Produce by +21

points

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Plains: YTD Q1 Avocado Retail Overview

• Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012

• Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012

• Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit

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RETAIL UNITSPLU Description 2013 2014 Variance 2013 2014 Variance4046 Small Hass #60 sizes & smaller 6,472,337 7,737,136 +19.5% 119,684,011 148,049,708 +23.7%4225 Large Hass #40 & #48 sizes 7,946,092 7,527,294 -5.3% 158,120,695 155,679,743 -1.5%4770 X-Large Hass #36 sizes & larger 301,806 215,541 -28.6% 17,693,764 7,904,569 -55.3%Other Greenskins, Pinkertons, non-Hass PLUs 98,163 79,993 -18.5% 7,542,362 7,650,615 +1.4%

Organic All Organic PLUs 175,726 231,175 +31.6% 3,829,787 5,619,481 +46.7%Bags All bagged PLUs 2,770,718 2,719,527 -1.8% 45,943,454 57,798,567 +25.8%

17,764,842 18,510,664 +4.2% 352,814,072 382,702,682 +8.5%

RETAIL DOLLARSPLU Description 2013 2014 Variance 2013 2014 Variance4046 Small Hass #60 sizes & smaller 6,112,451$ 7,727,410$ +26.4% 84,875,974$ 120,096,528$ +41.5%4225 Large Hass #40 & #48 sizes 8,643,304$ 9,812,452$ +13.5% 173,005,774$ 193,412,265$ +11.8%4770 X-Large Hass #36 sizes & larger 486,519$ 504,907$ +3.8% 20,851,204$ 14,074,386$ -32.5%Other Greenskins, Pinkertons, non-Hass PLUs 141,102$ 136,785$ -3.1% 12,660,484$ 13,534,846$ +6.9%

Organic All Organic PLUs 302,730$ 435,471$ +43.8% 5,997,711$ 8,942,240$ +49.1%Bags All bagged PLUs 2,252,053$ 2,614,612$ +16.1% 37,130,446$ 50,724,719$ +36.6%

17,938,158$ 21,231,637$ +18.4% 334,521,594$ 400,784,985$ +19.8%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2013 2014 Variance 2013 2014 Variance4046 Small Hass #60 sizes & smaller $0.94 $1.00 +5.8% $0.71 $0.81 +14.4%4225 Large Hass #40 & #48 sizes $1.09 $1.30 +19.8% $1.09 $1.24 +13.5%4770 X-Large Hass #36 sizes & larger $1.61 $2.34 +45.3% $1.18 $1.78 +51.1%Other Greenskins, Pinkertons, non-Hass PLUs $1.44 $1.71 +19.0% $1.68 $1.77 +5.4%

Organic All Organic PLUs $1.72 $1.88 +9.3% $1.57 $1.59 +1.6%Bags All bagged PLUs $0.81 $0.96 +18.3% $0.81 $0.88 +8.6%

$1.01 $1.15 +13.6% $0.95 $1.05 +10.5%

JAN

UAR

Y - M

ARCH

: 201

3 vs

201

4

Plains Total U.S.

TOTAL CATEGORY UNITS

Plains Total U.S.

TOTAL CATEGORY DOLLARS

Plains Total U.S.

CATEGORY ASP ($/Unit)

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

• PL category unit growth of +4% was -4 points lower than the national average– PL growth was

primarily driven by PLUs 4046 which grew +1 million units

• PL category dollar trend of +18% was -1 point lower than the national average– PL growth was

driven by PLU 4046 and 4225, which collectively grew +$3 million

• PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit– PLU 4770 ASP

increased +45% to $2.34/unit

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$2,531$2,833

$3,246

+12.0% +14.6%

Avg Retail Dollars Per Store

2012 2013 2014

2,206

2,806 2,830

+27.2% +0.9%

Avg Retail Units Per Store

2012 2013 2014

Plains: YTD Q1 Category Per Store Averages

• In 2014, per store dollar and unit averages exhibited growth over the prior years– 2014 Average dollars of $3,246 per store were +15% higher than 2013

and +28% higher than 2012– 2014 Average units of 2,830 per store was +1% higher than 2013 and

+28% higher than 2012

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

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 3,009 units per store when ASP was $1.11/unit– The lowest quarter was 2013-Q4 at 2,071 units per store when ASP was

$1.26/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.01/unit– Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.26/unit

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Plains: Region Highlights - YTD Q1

• Overview based on the following markets:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in Markets

• Plains Overview– Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends– Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35%

over 2012– Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over

2012– Category average selling price (ASP) declined -12% in 2013 and increased +14% in

2014 to $1.15/unit

• Plains Per Store Averages– 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28%

higher than 2012– 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher

than 2012

• Plains versus Total U.S. trends– PL category unit growth of +4% was -4 points lower than the national average– PL category dollar trend of +18% was -1 point lower than the national average– PL 2014 category ASP of $1.15/unit was +10% higher than the national average of

$1.05/ unit