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Avocado Regional Composite

Plains Region

January – March: 2011 vs. 2012

Methodology

• Sales and Market Data is obtained using CAST • (Category Avocado Sales Trend)

– Symphony Information Resources Inc. Group gathers chain-wide sales across all RMAs (Retail Market Areas)

• Regional figures include data collected from all reporting retailers, as well as imputed data (non-reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area

– Data is entered into CAST system– Using CAST, data is queried and reported

• 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• Analysis is based on a Calendar Year (Jan-Mar) unless otherwise

noted• Market compositions are provided by SymphonyIRI Group• Total U.S. totals and averages utilized in comparisons includes all

U.S. regions• Retail data provided by SymphonyIRI Group / FreshLook Marketing

• Important Note: Due to the fact that by SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews

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Plains: Region Highlights

• Overview based on the following markets:– St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO;

Wichita, KS

• Plains Overview– Category units declined -7% in 2011, but grew +17% in 2012– Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012– Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but decreased -4% to

$1.08/unit in 2012– The rolling 12-month average was 4.5 million units per month with an ASP of $1.31/unit

• Volume peaked in Jan’12 and Feb’12 with 6.1 million units sold• ASP was the lowest at $1.02/unit during Feb’12

• Plains Per Store Averages– In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010– In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010

• Plains versus Total U.S. trends– Plains’ category unit trend of +17% underperformed the national average by -9 points– Plains’ category dollar trend of +13% was +6 points above the national average of +7%

• Plains’ PLU 4046 (its #2 selling segment) category growth of +$1.8 million accounted for 89% of the total category growth of +$2.0 million

– Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit3

Plains: Region Retail Sales Overview

• Category units declined -7% in 2011, but grew +17% in 2012

• Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012

• Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but declined -4% to $1.08/unit in 2012

4 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

J an-Mar 2010 2011 11v10Category ASP/Unit 1.00$ 1.12$ +12.6%

J an-Mar 2011 2012 12v11Category ASP/Unit 1.12$ 1.08$ -3.7%

Plains: Per Store Averages

• In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010

– ‘12 vs. ‘11: Units increased +17%, +1,080 units– ‘11 vs. ‘10: Units decreased -7%, -510 units

• In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010

– ‘12 vs. ‘11: Dollars increased +13%, +$900– ‘11 vs. ‘10: Dollars increased +4%, +$300

5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

+16.7%-7.3% +4.4% +12.5%

Plains vs. Total U.S.: PLU ComparisonsJanuary – March: 2011 vs. 2012

• Plains’ category unit trend of +17% underperformed the national average by -9 points

– The Plains’ PLU 4225 (their #1 selling segment) unit trend of +1% underperformed the national average by -11 points

• Plains’ category dollar trend of +13% was +6 points above the national average of +7%

– The Plains’ PLU 4046 (their #2 selling size) was the main driver of its category performance with a dollar growth +1.8 million, accounting for 89% of the total category growth of +$2.0 million

• Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit

6 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

UNITSPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 4,421 6,353 +43.7% 103,762 157,054 +51.4%4225 Large Hass #40 & #48 sizes 8,146 8,218 +0.9% 144,676 162,274 +12.2%4770 X-Large Hass #36 sizes & larger 161 152 -5.7% 20,176 9,344 -53.7%

Other Greenskins, Pinkertons, non-Hass PLUs 118 98 -16.9% 7,781 8,162 +4.9%Organic All Organic PLUs 122 214 +75.6% 3,194 4,605 +44.2%

Bags All bagged PLUs 1,560 1,926 +23.5% 49,199 72,488 +47.3%14,528 16,961 +16.7% 328,789 413,928 +25.9%

DOLLARSPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 4,663$ 6,479$ +38.9% 87,898$ 119,771$ +36.3%4225 Large Hass #40 & #48 sizes 10,425$ 10,516$ +0.9% 188,244$ 187,533$ -0.4%4770 X-Large Hass #36 sizes & larger 431$ 367$ -14.9% 32,284$ 15,942$ -50.6%

Other Greenskins, Pinkertons, non-Hass PLUs 188$ 176$ -6.1% 14,230$ 15,468$ +8.7%Organic All Organic PLUs 217$ 361$ +66.3% 5,634$ 7,444$ +32.1%

Bags All bagged PLUs 403$ 464$ +15.1% 14,519$ 18,776$ +29.3%16,328$ 18,363$ +12.5% 342,809$ 364,935$ +6.5%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 1.05$ 1.02$ -3.3% 0.85$ 0.76$ -10.0%4225 Large Hass #40 & #48 sizes 1.28$ 1.28$ -0.0% 1.30$ 1.16$ -11.2%4770 X-Large Hass #36 sizes & larger 2.68$ 2.42$ -9.8% 1.60$ 1.71$ +6.6%

Other Greenskins, Pinkertons, non-Hass PLUs 1.59$ 1.80$ +13.0% 1.83$ 1.90$ +3.6%Organic All Organic PLUs 1.78$ 1.68$ -5.3% 1.76$ 1.62$ -8.4%

Bags All bagged PLUs 0.26$ 0.24$ -6.8% 0.30$ 0.26$ -12.2%1.12$ 1.08$ -3.7% 1.04$ 0.88$ -15.4%

Total U.S.

Total U.S.

Total U.S.JAN

UARY

-MAR

CH: 2

011

vs 2

012

Plains

TOTAL CATEGORY UNITS (add '000s)

Plains

TOTAL CATEGORY DOLLARS (add '000s)

Plains

CATEGORY ASP

PlainsTotal Category by Month: Units to ASP(rolling 12-months)

• The rolling 12-month average was 4.5 million units per month at $1.31/unit

– The recent 6-months (Oct'11-Mar'12) showed an average of 4.8 million units each month, +14% higher than the prior 6-months average of 4.2 million units

– Volume peaked during Jan’12 and Feb’12 with 6.1 million units sold

• ASP was the lowest during Feb’12 at $1.02/unit– The recent 6-months (Oct'11-Mar'12) showed an ASP of $1.12/unit, -26% lower than the prior

6-months which had an ASP of $1.52/unit

7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Plains: Region Highlights

• Overview based on the following markets:– St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO;

Wichita, KS

• Plains Overview– Category units declined -7% in 2011, but grew +17% in 2012– Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012– Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but decreased -4% to

$1.08/unit in 2012– The rolling 12-month average was 4.5 million units per month with an ASP of $1.31/unit

• Volume peaked in Jan’12 and Feb’12 with 6.1 million units sold• ASP was the lowest at $1.02/unit during Feb’12

• Plains Per Store Averages– In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010– In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010

• Plains versus Total U.S. trends– Plains’ category unit trend of +17% underperformed the national average by -9 points– Plains’ category dollar trend of +13% was +6 points above the national average of +7%

• Plains’ PLU 4046 (its #2 selling segment) category growth of +$1.8 million accounted for 89% of the total category growth of +$2.0 million

– Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit

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Appendix

• Retail scan data is collected and entered into CAST approximately every 4-6 weeks

– Data collection began in 1997– Data is collected and distributed by Symphony Information Research, Inc.

Group (SymphonyIRI Group) / FreshLook Marketing– Data is scrubbed and reviewed for accuracy prior to entry

• Total U.S. totals and averages utilized in comparisons includes all U.S. regions

• Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel

• Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted

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