TOTAL U.S.

Regional Composite

REGIONALDATA REPORT

JAN – JUN2013 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 and Q2 (January – June) 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 Q2

• 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 Q2 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit and Produce by +5 points and +6 points, respectively

– Total U.S. 2013 category units were +21% higher than prior year and +59% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew +134 million units

– Total U.S. 2013 category dollars were +14% higher than prior year and +23% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$87 million

– Total U.S. 2013 category ASP of $0.97/unit was -5% lower than prior year and -22% lower than 2011

• Total U.S. Per Store Averages– 2013 Average dollars of $9,794 per store were +12% higher than 2012 and +17% higher

than 2011– 2013 Average units of 10,100 per store were +18% higher than 2012 and +50% higher

than 2011

4

Total U.S.: YTD through Q2 Retail Dollar Trend Comparisons

• Avocado retail dollar trends through Q2 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 and +6 points, respectively

– 2013 versus 2011, Avocado dollars grew +23%, which outpaced Fruit and Produce by +10 points and +14 points, respectively

5

Total U.S.: YTD through Q2 Avocado Retail Overview

• Category dollars grew +8% in 2012 and +14% in 2013 for a net growth of +23% over 2011

• Category units grew +32% in 2012,and +21% in 2013 for a net growth of +59% over 2011

• Category average selling price (ASP) decreased -18% in 2012 and -5% in 2013 to $0.97/unit

6

Total U.S.: YTD through Q2 PLU Comparisons

• Avocado Retail Units increased by +20% and nearly +126 million units through Q2 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados

– PLU 4225 exhibited growth of +32% and an increase of over +78 million units in through Q2 2013 vs. 2012

• Avocado Retail Dollars increased by +14% and +$89 million dollars through Q2 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados

– PLU 4770 had an increase of +118%

– PLU 4225 had a Retail Dollar increase of over +$67 million

• All PLUs declined in price vs. 2012, but PLU 4770 saw the biggest decrease, -25% to $1.31/unit

RETAIL UNITSPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller 200,470,533 272,046,564 +35.7% 263,969,000 -3.0%4225 Large Hass #40 & #48 sizes 190,246,117 245,887,799 +29.2% 324,453,638 +32.0%4770 X-Large Hass #36 sizes & larger 18,541,855 11,254,402 -39.3% 32,886,064 +192.2%Other Greenskins, Pinkertons, non-Hass PLUs 8,287,680 9,853,191 +18.9% 12,048,976 +22.3%

Organic All Organic PLUs 4,355,064 6,838,820 +57.0% 8,435,774 +23.4%Bags All bagged PLUs 45,511,132 69,720,218 +53.2% 99,767,618 +43.1%

467,412,381 615,600,994 +31.7% 741,561,070 +20.5%

RETAIL DOLLARSPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller 189,929,305$ 216,007,559$ +13.7% 188,736,395$ -12.6%4225 Large Hass #40 & #48 sizes 284,791,164$ 304,290,527$ +6.8% 371,669,375$ +22.1%4770 X-Large Hass #36 sizes & larger 34,672,935$ 19,675,457$ -43.3% 42,944,115$ +118.3%Other Greenskins, Pinkertons, non-Hass PLUs 15,627,329$ 18,355,050$ +17.5% 20,426,770$ +11.3%

Organic All Organic PLUs 8,549,744$ 11,080,266$ +29.6% 13,234,753$ +19.4%Bags All bagged PLUs 49,769,198$ 60,889,533$ +22.3% 82,089,958$ +34.8%

583,339,676$ 630,298,392$ +8.0% 719,101,366$ +14.1%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2011 2012 12v11 2013 13v124046 Small Hass #60 sizes & smaller $0.95 $0.79 -16.2% $0.71 -10.0%4225 Large Hass #40 & #48 sizes $1.50 $1.24 -17.3% $1.15 -7.4%4770 X-Large Hass #36 sizes & larger $1.87 $1.75 -6.5% $1.31 -25.3%Other Greenskins, Pinkertons, non-Hass PLUs $1.89 $1.86 -1.2% $1.70 -9.0%

Organic All Organic PLUs $1.96 $1.62 -17.5% $1.57 -3.2%Bags All bagged PLUs $1.09 $0.87 -20.1% $0.82 -5.8%

$1.25 $1.02 -18.0% $0.97 -5.3%

Total U.S.

Total U.S.

Total U.S.

JANU

ARY

- JUN

E: 2

012

vs 2

013

TOTAL CATEGORY UNITS

TOTAL CATEGORY DOLLARS

CATEGORY ASP ($/Unit)

7

Total U.S.: YTD through Q2 Category Per Store Averages

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

– 2013 Average Dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011

– 2013 Average Units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011

$8,378 $8,762$9,794

+4.6% +11.8%

Avg Retail Dollars Per Store

2011 2012 2013

6,713

8,558 10,100

+27.5% +18.0%

Avg Retail Units Per Store

2011 2012 2013

8

Total U.S.: 2011 through Q2-2013 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

9

Total U.S.: Highlights - YTD through Q2

• 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 Q2 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit and Produce by +5 points and +6 points, respectively

– Total U.S. 2013 category units were +21% higher than prior year and +59% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew +134 million units

– Total U.S. 2013 category dollars were +14% higher than prior year and +23% higher than 2011

• Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$87 million

– Total U.S. 2013 category ASP of $0.97/unit was -5% lower than prior year and -22% lower than 2011

• Total U.S. Per Store Averages– 2013 Average dollars of $9,794 per store were +12% higher than 2012 and +17% higher

than 2011– 2013 Average units of 10,100 per store were +18% higher than 2012 and +50% higher

than 2011