TOTAL U.S.

Regional Composite

REGIONALDATA REPORT

JAN – DEC2013 vs. 2012

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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, Q2, Q3 and Q4 (January – December) 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

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Total U.S.: Highlights - YTD through Q4

• 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 Q4 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit by +4 points and Produce by +7 points

– Total U.S. 2013 category units were +13% higher than prior year and +52% higher than 2011• Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew nearly

+223 million units– Total U.S. 2013 category dollars were +14% higher than prior year and +26% higher

than 2011• Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$178

million– Total U.S. 2013 category ASP of $1.04/unit was +1% higher than prior year and -18%

lower than 2011

• Total U.S. Per Store Averages– 2013 Average Dollars of $19,420 per store were +12% higher than 2012 and +20%

higher than 2011– 2013 Average Units of 18,701 per store were +11% higher than 2012 and +46% higher

than 2011

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Total U.S.: YTD through Q4 Retail Dollar Trend Comparisons

• Avocado retail dollar trends through Q4 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 Fruit by +7 points and Produce

by +6 points – 2013 versus 2011, Avocado dollars grew +26%, which outpaced Fruit

and Produce by +11 points and +15 points, respectively

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Total U.S.: YTD through Q4 Avocado Retail Overview

• Category dollars grew +10% in 2012 and +14% in 2013 for a net growth of +26% over 2011

• Category units grew +35% in 2012,and +13% in 2013 for a net growth of +52% over 2011

• Category average selling price (ASP) decreased -18% in 2012 and increased +1% in 2013 to $1.04/unit

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RETAIL UNITS

PLU Description 2011 2012 12v11 2013 13v12

4046 Small Hass #60 sizes & smaller 394,226,657 486,515,728 +23.4% 515,507,004 +6.0%

4225 Large Hass #40 & #48 sizes 352,112,945 511,758,618 +45.3% 574,729,733 +12.3%

4770 X-Large Hass #36 sizes & larger 26,737,259 31,211,175 +16.7% 48,745,421 +56.2%

Other Greenskins, Pinkertons, non-Hass PLUs 26,834,224 28,486,960 +6.2% 29,254,151 +2.7%

Organic All Organic PLUs 8,818,472 13,213,964 +49.8% 16,274,111 +23.2%

Bags All bagged PLUs 92,655,139 145,385,019 +56.9% 189,493,190 +30.3%

901,384,696 1,216,571,464 +35.0% 1,374,003,610 +12.9%

RETAIL DOLLARS

PLU Description 2011 2012 12v11 2013 13v12

4046 Small Hass #60 sizes & smaller 385,573,545$ 383,951,414$ -0.4% 402,241,319$ +4.8%

4225 Large Hass #40 & #48 sizes 531,636,608$ 623,655,960$ +17.3% 709,330,458$ +13.7%

4770 X-Large Hass #36 sizes & larger 52,528,013$ 46,053,600$ -12.3% 72,185,127$ +56.7%

Other Greenskins, Pinkertons, non-Hass PLUs 45,530,081$ 45,839,376$ +0.7% 48,420,428$ +5.6%

Organic All Organic PLUs 17,510,842$ 21,497,406$ +22.8% 26,706,259$ +24.2%

Bags All bagged PLUs 99,545,898$ 126,830,201$ +27.4% 168,070,689$ +32.5%

1,132,324,987$ 1,247,827,958$ +10.2% 1,426,954,280$ +14.4%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2011 2012 12v11 2013 13v12

4046 Small Hass #60 sizes & smaller $0.98 $0.79 -19.3% $0.78 -1.1%

4225 Large Hass #40 & #48 sizes $1.51 $1.22 -19.3% $1.23 +1.3%

4770 X-Large Hass #36 sizes & larger $1.96 $1.48 -24.9% $1.48 +0.4%

Other Greenskins, Pinkertons, non-Hass PLUs $1.70 $1.61 -5.2% $1.66 +2.9%

Organic All Organic PLUs $1.99 $1.63 -18.1% $1.64 +0.9%

Bags All bagged PLUs $1.07 $0.87 -18.8% $0.89 +1.7%

$1.26 $1.03 -18.4% $1.04 +1.3%

Total U.S.

Total U.S.

Total U.S.

JAN

UA

RY - D

EC

EM

BER: 20

12 v

s 20

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TOTAL CATEGORY UNITS

TOTAL CATEGORY DOLLARS

CATEGORY ASP ($/Unit)

Total U.S.: YTD through Q4 PLU Comparisons

• Avocado Retail Units increased by +13% and over +157 million units through Q4 2013 vs. 2012. Growth was driven by PLU 4225– PLU 4225 exhibited

growth of +12% and an increase of +63 million units in through Q4 2013 vs. 2012

• Avocado Retail Dollars increased by +14% and +$179 million dollars through Q4 2013 vs. 2012. Growth was driven by PLU 4225– PLU 4225 had a Retail

Dollar increase of over +$86 million

– PLU 4770 had an increase of +57%

• Most PLUs were flat to up in price vs. 2012, but PLU 4046 saw a decrease at -1% to $0.78unit

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$16,145$17,349

$19,420

+7.5% +11.9%

Avg Retail Dollars Per Store

2011 2012 2013

12,852

16,914 18,701

+31.6% +10.6%

Avg Retail Units Per Store

2011 2012 2013

Total U.S.: YTD through Q4 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior years– 2013 Average Dollars of $19,420 per store were +12% higher than

2012 and +20% higher than 2011– 2013 Average Units of 18,701 per store were +11% higher than 2012

and +46% higher than 2011

* Per store averages are based on stores selling

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Total U.S.: 2011 through Q4-2013 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

* Per store averages are based on stores selling

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Total U.S.: Highlights - YTD through Q4

• 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 Q4 outpaced Fruit and Produce retail dollar trends

• 2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit by +4 points and Produce by +7 points

– Total U.S. 2013 category units were +13% higher than prior year and +52% higher than 2011• Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew nearly

+223 million units– Total U.S. 2013 category dollars were +14% higher than prior year and +26% higher

than 2011• Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$178

million– Total U.S. 2013 category ASP of $1.04/unit was +1% higher than prior year and -18%

lower than 2011

• Total U.S. Per Store Averages– 2013 Average Dollars of $19,420 per store were +12% higher than 2012 and +20%

higher than 2011– 2013 Average Units of 18,701 per store were +11% higher than 2012 and +46% higher

than 2011