SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN MAR
2014 vs. 2013 Slide 2 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, Sams Club, Target and BJs, 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 2 Slide 3 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 those Markets
Southeast Overview Avocado retail dollar average trends through Q1
outpaced Produce retail dollar trends Category dollars grew +23% in
2013 and +20% in 2014 for a net growth of +47% over 2012 Category
units grew +24% in 2013 and +21% in 2014 for a net growth +51% over
2012 Category average selling price (ASP) declined -1% in 2013 and
-1% in 2014 to $1.18/unit Southeast Per Store Averages 2014 Average
dollars of $3,177 per store were +19% higher than 2013 and +44%
higher than 2012 2014 Average units of 2,688 per store were +20%
higher than 2013 and +47% higher than 2012 Southeast versus Total
U.S. trends SE category unit growth of +21% was +13 points higher
than the national average SE category dollar trend of +20% was in
line with the national average SE 2014 category ASP of $1.18/unit
was +13% higher than the national average of $1.05/unit 3 Slide 4
Southeast: YTD Q1 Retail Dollar Trend Comparisons Avocados vs.
Produce Avocado retail dollar trends through Q1 2014 outpaced
Produce retail dollar trends 2013 versus 2012, Avocados outpaced
Produce by +14 points 2014 versus 2013, Avocados outpaced Produce
by +14 points 2014 versus 2012, Avocado dollars grew +47% which
outpaced Produce by +32 points 4 Slide 5 Southeast: YTD Q1 Avocado
Retail Overview Category dollars grew +23% in 2013 and +20% in 2014
for a net growth of +47% over 2012 Category units grew +24% in 2013
and +21% in 2014 for a net growth +51% over 2012 Category average
selling price (ASP) declined -1% in 2013 and -1% in 2014 to
$1.18/unit 5 Slide 6 Southeast vs. Total U.S. YTD Q1 PLU
Comparisons SE category unit growth of +21% was +13 points higher
than the national average SE growth was primarily driven by PLU
4046, which grew +9 million units SE category dollar trend of +20%
was in line with the national average SE growth was also primarily
driven by PLU 4046, which added +$9 million to the category SE 2014
category ASP of $1.18/unit was +13% higher than the national
average of $1.05/unit PLU 4046 has an ASP of $1.11/unit, 37% higher
than the national average 6 Slide 7 Southeast: YTD Q1 Category Per
Store Averages In 2014, per store dollar and unit averages
exhibited growth over the prior years 2014 Average dollars of
$3,177 per store were +19% higher than 2013 and +44% higher than
2012 2014 Average units of 2,688 per store were +20% higher than
2013 and +47% higher than 2012 7 Slide 8 Southeast: 2012 through
Q1-2014 Per Store Averages By Quarter - Units vs. ASP Average
Retail Units Per Store The peak quarter was 2014-Q1 at 2,688 units
per store when ASP was at its lowest, $1.18/unit The lowest quarter
was 2012-Q1 at 1,829 units per store when ASP was $1.21/unit ASP
Lowest ASP to date occurred during 2014-Q1, $1.18/unit Highest ASP
to date occurred during 2013-Q3, $1.34/unit 8 Slide 9 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 those Markets Southeast Overview
Avocado retail dollar average trends through Q1 outpaced Produce
retail dollar trends Category dollars grew +23% in 2013 and +20% in
2014 for a net growth of +47% over 2012 Category units grew +24% in
2013 and +21% in 2014 for a net growth +51% over 2012 Category
average selling price (ASP) declined -1% in 2013 and -1% in 2014 to
$1.18/unit Southeast Per Store Averages 2014 Average dollars of
$3,177 per store were +19% higher than 2013 and +44% higher than
2012 2014 Average units of 2,688 per store were +20% higher than
2013 and +47% higher than 2012 Southeast versus Total U.S. trends
SE category unit growth of +21% was +13 points higher than the
national average SE category dollar trend of +20% was in line with
the national average SE 2014 category ASP of $1.18/unit was +13%
higher than the national average of $1.05/unit 9
