GREAT LAKES 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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Great Lakes: Region Highlights - YTD Q1

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets

• Great Lakes Overview– Avocado retail dollar trends through Q1 outpaced Produce retail dollar trends in 2014– Category dollars grew +22% in 2013 and +23% in 2014 for a net growth of +51%

over 2012– Category units grew +36% in 2013 an +11% in 2014 for a net growth +52% over

2012– Category average selling price (ASP) declined -10% in 2013 and increased +11% in

2014 to $1.13/unit

• Great Lakes Per Store Averages– 2014 Average dollars of $2,971 per store were 21% higher than 2013 and +44%

higher than 2012– 2014 Average units of 2,628 per store were +9% higher than 2013 and +45% higher

than 2012

• Great Lakes versus Total U.S. trends– GL category unit growth of +11% was +3 points higher than the national average– GL category dollar trend of +23% was +4 points higher than the national average– GL 2014 category ASP of $1.13/unit was +8% higher than the national average of

$1.05/unit

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• Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends– 2013 versus 2012, Avocados outpaced Produce by +11 points– 2014 versus 2013, Avocados outpaced Produce by +19 points– 2014 versus 2012, Avocado dollars grew +51%, which outpaced

Produce by +35 points

Great Lakes: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Produce

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Great Lakes: YTD Q1 Avocado Retail Overview

• Category dollars grew +22% in 2013 and +23% in 2014 for a net growth of +51% over 2012

• Category units grew +36% in 2013 +11% in 2014 for a net growth +52% over 2012

• Category average selling price (ASP) declined -10% in 2013 and increased +11% in 2014 to $1.13/unit

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RETAIL UNITSPLU Description 2013 2014 Variance 2013 2014 Variance4046 Small Hass #60 sizes & smaller 4,020,861 6,031,652 +50.0% 119,684,011 148,049,708 +23.7%4225 Large Hass #40 & #48 sizes 18,830,266 19,274,384 +2.4% 158,120,695 155,679,743 -1.5%4770 X-Large Hass #36 sizes & larger 3,060,884 2,861,815 -6.5% 17,693,764 7,904,569 -55.3%Other Greenskins, Pinkertons, non-Hass PLUs 285,016 345,492 +21.2% 7,542,362 7,650,615 +1.4%

Organic All Organic PLUs 379,656 570,672 +50.3% 3,829,787 5,619,481 +46.7%Bags All bagged PLUs 5,801,088 6,879,327 +18.6% 45,943,454 57,798,567 +25.8%

32,377,771 35,963,343 +11.1% 352,814,072 382,702,682 +8.5%

RETAIL DOLLARSPLU Description 2013 2014 Variance 2013 2014 Variance4046 Small Hass #60 sizes & smaller 3,717,261$ 6,261,180$ +68.4% 84,875,974$ 120,096,528$ +41.5%4225 Large Hass #40 & #48 sizes 20,631,615$ 23,554,558$ +14.2% 173,005,774$ 193,412,265$ +11.8%4770 X-Large Hass #36 sizes & larger 3,542,819$ 4,014,179$ +13.3% 20,851,204$ 14,074,386$ -32.5%Other Greenskins, Pinkertons, non-Hass PLUs 503,644$ 636,601$ +26.4% 12,660,484$ 13,534,846$ +6.9%

Organic All Organic PLUs 557,637$ 925,527$ +66.0% 5,997,711$ 8,942,240$ +49.1%Bags All bagged PLUs 3,995,685$ 5,259,030$ +31.6% 37,130,446$ 50,724,719$ +36.6%

32,948,661$ 40,651,075$ +23.4% 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 $0.92 $1.04 +12.3% $0.71 $0.81 +14.4%4225 Large Hass #40 & #48 sizes $1.10 $1.22 +11.5% $1.09 $1.24 +13.5%4770 X-Large Hass #36 sizes & larger $1.16 $1.40 +21.2% $1.18 $1.78 +51.1%Other Greenskins, Pinkertons, non-Hass PLUs $1.77 $1.84 +4.3% $1.68 $1.77 +5.4%

Organic All Organic PLUs $1.47 $1.62 +10.4% $1.57 $1.59 +1.6%Bags All bagged PLUs $0.69 $0.76 +11.0% $0.81 $0.88 +8.6%

$1.02 $1.13 +11.1% $0.95 $1.05 +10.5%

JAN

UAR

Y - M

ARCH

: 201

3 vs

201

4

Great Lakes Total U.S.

TOTAL CATEGORY UNITS

Great Lakes Total U.S.

TOTAL CATEGORY DOLLARS

Great Lakes Total U.S.

CATEGORY ASP ($/Unit)

Great Lakes vs. Total U.S.YTD Q1 PLU Comparisons

• GL category unit growth of +11% was +3 points higher than the national average– GL growth was

driven by PLUs 4046 and Bagged Avocados, which collectively grew +3 million units

• GL category dollar trend of +23% was +4 points higher than the national average– GL growth was

driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew $7 million

• GL 2014 category ASP of $1.13/unit was +8% higher than the national average of $1.05/unit– All PLUs, except

Other, exhibited double-digit ASP growth rates

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$2,058$2,461

$2,971

+19.6% +20.7%

Avg Retail Dollars Per Store

2012 2013 2014

1,814

2,418 2,628

+33.3% +8.7%

Avg Retail Units Per Store

2012 2013 2014

Great Lakes: YTD Q1 Category Per Store Averages

• In 2014, per store dollar and unit averages were higher than the prior years– 2014 Average dollars of $2,971 per store were 21% higher than 2013

and +44% higher than 2012– 2014 Average units of 2,628 per store were +9% higher than 2013 and

+45% higher than 2012

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Great Lakes: 2012 through Q1-2014 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 2,786 units per store when ASP was $1.05/unit– The lowest quarter was 2013-Q4 at 1,794 units per store when ASP was

$1.27/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.02/unit– Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.27/unit

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Great Lakes: Region Highlights - YTD Q1

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets

• Great Lakes Overview– Avocado retail dollar trends through Q1 outpaced Produce retail dollar trends in 2014– Category dollars grew +22% in 2013 and +23% in 2014 for a net growth of +51%

over 2012– Category units grew +36% in 2013 an +11% in 2014 for a net growth +52% over

2012– Category average selling price (ASP) declined -10% in 2013 and increased +11% in

2014 to $1.13/unit

• Great Lakes Per Store Averages– 2014 Average dollars of $2,971 per store were 21% higher than 2013 and +44%

higher than 2012– 2014 Average units of 2,628 per store were +9% higher than 2013 and +45% higher

than 2012

• Great Lakes versus Total U.S. trends– GL category unit growth of +11% was +3 points higher than the national average– GL category dollar trend of +23% was +4 points higher than the national average– GL 2014 category ASP of $1.13/unit was +8% higher than the national average of

$1.05/unit