CALIFORNIA Region

Regional Composite

REGIONALDATA REPORT

JAN - MAR2013 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 (January – March) 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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California Region: Highlights - YTD Q1

• Overview based on the following geography:– The California Region captures the Markets of Los Angeles, Sacramento, San Diego

and San Francisco, plus additional cities not included in Markets

• California Overview– In Q1 2013, Avocado retail dollars trended along with Fruit and Produce– Category dollars were flat in 2012 and +9% in 2013 for a net growth of +9% over

2011– Category units grew +26% in 2012 and +7% in 2013 for a net growth +35% over

2011– Category average selling price (ASP) decreased -21% in 2012, but increased +1% in

2013 to $0.87/unit

• California Per Store Averages– 2013 Average dollars of $10,369 per store were +2% higher than 2012, but -4%

lower than 2011– 2013 Average units of 11,929 per store were +1% higher than 2012 and +20%

higher than 2011

• California versus Total U.S. trends– CA category unit growth of +7% was -11 points lower than the national average– CA category dollar trend of +9% was -5 points lower than the national average– CA 2013 category ASP of $0.87/unit was -8% lower than the national average of

$0.95/unit

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California: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce

• Avocado retail dollars through Q1 2013 trended along with Fruit and Produce

– 2012 versus 2011, Avocados outpaced Fruit by +4 points and Produce by +2 points

– 2013 versus 2012, Avocado dollar growth of +9% was on par with Fruit and Produce

– 2013 versus 2011, Avocados outpaced Fruit by +4 points and Produce by +3 points

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California: YTD Q1 Avocado Retail Overview

• Category dollars were flat in 2012 and +9% in 2013 for a net growth of +9% over 2011

• Category units grew +26% in 2012 and +7% in 2013 for net growth of +35% over 2011

• Category average selling price (ASP) decreased -21% in 2012, but increased +1% in 2013 to $0.87/unit

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California vs. Total U.S.YTD Q1 PLU Comparisons

• Cs category unit growth of +7% was -11 points lower than the national average

– CA growth was primarily driven by PLUs 4225 and 4770, which collectively grew +9 million units

• CA category dollar trend of +9% was -5 points lower than the national average

– CA growth was primarily driven by PLUs 4225 and 4770, which grew +$8 million

• CA 2013 category ASP of $0.87/unit was -8% lower than the national average of $0.95/unit

RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 31,378,779 27,159,632 -13.4% 133,247,079 119,044,419 -10.7%4225 Large Hass #40 & #48 sizes 29,978,670 35,880,968 +19.7% 119,026,672 158,354,709 +33.0%4770 X-Large Hass #36 sizes & larger 442,326 3,172,847 +617.3% 5,502,382 16,917,549 +207.5%Other Greenskins, Pinkertons, non-Hass PLUs 9,900 7,603 -23.2% 6,335,471 7,492,536 +18.3%

Organic All Organic PLUs 827,235 755,157 -8.7% 3,199,068 3,853,907 +20.5%Bags All bagged PLUs 5,560,477 6,100,548 +9.7% 32,373,348 46,763,688 +44.5%

68,197,387 73,076,755 +7.2% 299,684,020 352,426,808 +17.6%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 20,427,073$ 17,458,086$ -14.5% 100,148,136$ 84,147,417$ -16.0%4225 Large Hass #40 & #48 sizes 31,571,204$ 36,554,193$ +15.8% 138,952,815$ 173,721,214$ +25.0%4770 X-Large Hass #36 sizes & larger 1,105,675$ 4,039,734$ +265.4% 9,620,950$ 20,100,889$ +108.9%Other Greenskins, Pinkertons, non-Hass PLUs 19,734$ 8,253$ -58.2% 11,775,767$ 12,547,258$ +6.6%

Organic All Organic PLUs 1,204,441$ 1,235,833$ +2.6% 5,099,018$ 6,034,480$ +18.3%Bags All bagged PLUs 4,193,252$ 4,223,990$ +0.7% 26,768,770$ 36,808,118$ +37.5%

58,521,379$ 63,520,088$ +8.5% 292,365,456$ 333,359,376$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller $0.65 $0.64 -1.3% $0.75 $0.71 -6.0%4225 Large Hass #40 & #48 sizes $1.05 $1.02 -3.3% $1.17 $1.10 -6.0%4770 X-Large Hass #36 sizes & larger $2.50 $1.27 -49.1% $1.75 $1.19 -32.0%Other Greenskins, Pinkertons, non-Hass PLUs $1.99 $1.09 -45.5% $1.86 $1.67 -9.9%

Organic All Organic PLUs $1.46 $1.64 +12.4% $1.59 $1.57 -1.8%Bags All bagged PLUs $0.75 $0.69 -8.2% $0.83 $0.79 -4.8%

$0.86 $0.87 +1.3% $0.98 $0.95 -3.0%

JANU

ARY

- MAR

CH: 2

012

vs 2

013

California Total U.S.

TOTAL CATEGORY UNITS

California Total U.S.

TOTAL CATEGORY DOLLARS

California Total U.S.

CATEGORY ASP ($/Unit)

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California: YTD Q1 Category Per Store Averages

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

– 2013 Average dollars of $10,369 per store were +2% higher than 2012, but -4% lower than 2011

– 2013 Average units of 11,929 per store were +1% higher than 2012 and +20% higher than 2011

$10,742 $10,183 $10,369

-5.2% +1.8%

Avg Retail Dollars Per Store

2011 2012 2013

9,905 11,867 11,929

+19.8% +0.5%

Avg Retail Units Per Store

2011 2012 2013

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California: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2012-Q3 at 12,716 units per store when ASP was

$0.92/unit– The lowest quarter was 2011-Q3 at 7,256 units per store when ASP was at its

highest point, $1.48/unit

• ASP– Lowest ASP to date occurred during 2012-Q1, $0.86/unit– Highest ASP to date occurred during 2011-Q3, $1.48/unit

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California Region: Highlights - YTD Q1

• Overview based on the following geography:– The California Region captures the Markets of Los Angeles, Sacramento, San Diego

and San Francisco, plus additional cities not included in Markets

• California Overview– In Q1 2013, Avocado retail dollars trended along with Fruit and Produce– Category dollars were flat in 2012 and +9% in 2013 for a net growth of +9% over

2011– Category units grew +26% in 2012 and +7% in 2013 for a net growth +35% over

2011– Category average selling price (ASP) decreased -21% in 2012, but increased +1% in

2013 to $0.87/unit

• California Per Store Averages– 2013 Average dollars of $10,369 per store were +2% higher than 2012, but -4%

lower than 2011– 2013 Average units of 11,929 per store were +1% higher than 2012 and +20%

higher than 2011

• California versus Total U.S. trends– CA category unit growth of +7% was -11 points lower than the national average– CA category dollar trend of +9% was -5 points lower than the national average– CA 2013 category ASP of $0.87/unit was -8% lower than the national average of

$0.95/unit