WEST Region

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

West Region: Highlights - YTD through Q2

• Overview based on the following geography:– The West Region captures the Markets of Denver, Phoenix, Portland, Salt Lake City,

Seattle and West Texas/New Mexico, plus additional cities not captured in those Markets

• West Overview– Through Q2 2013, Avocado retail dollars outpaced Fruit by +2 points and Produce by

+3 points– Category dollars were up +6% in 2012 and +13% in 2013 for a net growth of +19%

over 2011– Category units grew +26% in 2012 and +21% in 2013 for a net growth +52% over

2011– Category average selling price (ASP) decreased -16% in 2012 and -6% in 2013 to

$0.85/unit

• West Per Store Averages– 2013 Average dollars of $22,710 per store were +23% higher than 2012 and +29%

higher than 2011– 2013 Average units of 26,783 per store were +32% higher than 2012 and +64%

higher than 2011

• West versus Total U.S. trends– WE category unit growth of +21% was on par with the national average– WE category dollar trend of +13% was -1 point lower than the national average– WE 2013 category ASP of $0.85/unit was -13% higher than the national average of

$0.97/unit

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West: YTD through Q2Retail Dollar Trend Comparisons

• Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +6% outpaced Fruit by

+2 points and Produce by +5 points– 2013 versus 2012, Avocado dollar growth of +13% outpaced Fruit by

+2 points and Produce by +3 points– 2013 versus 2011, Avocados dollar growth of +19% outpaced Fruit by

+5 points and Produce by +9 points

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West: YTD through Q2 Avocado Retail Overview

• Category dollars were up +6% in 2012 and +13% in 2013 for a net growth of +19% over 2011

• Category units grew +26% in 2012 and +21% in 2013 for net growth of +52% over 2011

• Category average selling price (ASP) decreased -16% in 2012 and -7% in 2013 to $0.85/unit

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West vs. Total U.S. YTD through Q2 PLU Comparisons

• WE category unit growth of +21% was on par with the national average

– WE growth was primarily driven by PLU 4225 which grew +27 million units

• WE category dollar trend of +13% was -1 point lower than the national average

– WE growth was primarily driven by PLU 4225 which grew +$28 million

• WE 2013 category ASP of $0.85/unit was -13% lower than the national average of $0.97/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 75,217,823 65,566,811 -12.8% 272,046,564 263,969,000 -3.0%

4225 Large Hass #40 & #48 sizes 32,907,362 60,064,603 +82.5% 245,887,799 324,453,638 +32.0%

4770 X-Large Hass #36 sizes & larger 686,676 2,449,016 +256.6% 11,254,402 32,886,064 +192.2%

Other Greenskins, Pinkertons, non-Hass PLUs 717,586 455,665 -36.5% 9,853,191 12,048,976 +22.3%

Organic All Organic PLUs 2,329,726 2,894,486 +24.2% 6,838,820 8,435,774 +23.4%

Bags All bagged PLUs 8,543,793 14,100,120 +65.0% 69,720,218 99,372,194 +42.5%

120,402,966 145,530,701 +20.9% 615,600,994 741,165,646 +20.4%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 58,902,919$ 38,352,935$ -34.9% 216,007,559$ 188,736,395$ -12.6%

4225 Large Hass #40 & #48 sizes 37,274,508$ 65,376,983$ +75.4% 304,290,527$ 371,669,375$ +22.1%

4770 X-Large Hass #36 sizes & larger 1,429,697$ 4,178,969$ +192.3% 19,675,457$ 42,944,115$ +118.3%

Other Greenskins, Pinkertons, non-Hass PLUs 443,890$ 316,247$ -28.8% 18,355,050$ 20,426,770$ +11.3%

Organic All Organic PLUs 3,523,696$ 4,241,745$ +20.4% 11,080,266$ 13,234,753$ +19.4%

Bags All bagged PLUs 7,587,400$ 10,932,490$ +44.1% 60,889,533$ 81,833,924$ +34.4%

109,162,109$ 123,399,370$ +13.0% 630,298,392$ 718,845,332$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $0.78 $0.58 -25.3% $0.79 $0.71 -10.0%

4225 Large Hass #40 & #48 sizes $1.13 $1.09 -3.9% $1.24 $1.15 -7.4%

4770 X-Large Hass #36 sizes & larger $2.08 $1.71 -18.0% $1.75 $1.31 -25.3%

Other Greenskins, Pinkertons, non-Hass PLUs $0.62 $0.69 +12.2% $1.86 $1.70 -9.0%

Organic All Organic PLUs $1.51 $1.47 -3.1% $1.62 $1.57 -3.2%

Bags All bagged PLUs $0.89 $0.78 -12.7% $0.87 $0.82 -5.7%

$0.91 $0.85 -6.5% $1.02 $0.97 -5.3%

JANU

ARY

- JU

NE: 2

012

vs 2

013

West Total U.S.

TOTAL CATEGORY UNITS

West Total U.S.

TOTAL CATEGORY DOLLARS

West Total U.S.

CATEGORY ASP ($/Unit)

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West: YTD through Q2 Category Per Store Averages

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

– 2013 Average dollars of $22,710 per store were +23% higher than 2012 and +29% higher than 2011

– 2013 Average units of 26,783 per store were +32% higher than 2012 and +64% higher than 2011

$17,652 $18,455

$22,710

+4.5% +23.1%

Avg Retail Dollars Per Store

2011 2012 2013

16,305

20,355

26,783

+24.8% +31.6%

Avg Retail Units Per Store

2011 2012 2013

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West: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 14,593 units per store when ASP was

$0.86/unit– The lowest quarter was 2011-Q3 at 6,851 units per store when ASP was at its

highest point, $1.35/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $0.84/unit– Highest ASP to date occurred during 2011-Q3, $1.35/unit

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West Region: Highlights - YTD through Q2

• Overview based on the following geography:– The West Region captures the Markets of Denver, Phoenix, Portland, Salt Lake City,

Seattle and West Texas/New Mexico, plus additional cities not captured in those Markets

• West Overview– Through Q2 2013, Avocado retail dollars outpaced Fruit by +2 points and Produce by

+3 points– Category dollars were up +6% in 2012 and +13% in 2013 for a net growth of +19%

over 2011– Category units grew +26% in 2012 and +21% in 2013 for a net growth +52% over

2011– Category average selling price (ASP) decreased -16% in 2012 and -6% in 2013 to

$0.85/unit

• West Per Store Averages– 2013 Average dollars of $22,710 per store were +23% higher than 2012 and +29%

higher than 2011– 2013 Average units of 26,783 per store were +32% higher than 2012 and +64%

higher than 2011

• West versus Total U.S. trends– WE category unit growth of +21% was on par with the national average– WE category dollar trend of +13% was -1 point lower than the national average– WE 2013 category ASP of $0.85/unit was -13% lower than the national average of

$0.97/unit