WEST Region

Regional Composite

REGIONALDATA REPORT

JAN – DEC2014 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 Q4 (January – December) 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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West Region: Highlights - YTD Q4

• 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

• Avocados (+13%) outpaced Total Produce (+5%) in dollar sales growth rate (2014 vs. 2013)– West held an 12% share of Total Produce dollars and a 17% share of Avocado dollars

• 2014 vs. 2013, Avocado dollars grew +13% in West and outpaced Total U.S. (+12%) by +1 point– During the same time, category volume grew +2%– Category average selling price (ASP) increased +12% to $1.02/unit– West bagged avocado dollars grew +44% and were +6 points ahead of the national

average– WE bagged avocado units grew +32% and were +2 points ahead of the national

average

• West posted the highest dollars and units per store per week– West averaged $731 and 714 units per store per week through Q4 2014

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West: YTD Q4 - Avocados vs. Produce

• 2014 vs. 2013, Avocados grew +13%, +8 points ahead of Total Produce (+5%)

• West held a 12% share of Total Produce dollars and a 17% share of Avocado dollars

Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate

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West: YTD Q4 Avocado Retail Overview

• 2014 vs. 2013, Category dollars grew +13%, despite nearly flat growth in units– Q2 and Q3 units declined vs. prior year

• 2014 vs. 2013, Category average selling price (ASP) increased +12% to $1.02/unit

West Avocado Dollars Grew +13%, While Units Grew +2% (2014 vs. 2013)

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RETAIL UNITS

PLU Description 2013 2014 Variance 2013 2014 Variance

4046 Small Hass #60 sizes & smaller 119,098,296 112,379,090 -5.6% 516,365,787 548,422,526 +6.2%

4225 Large Hass #40 & #48 sizes 107,444,266 106,930,499 -0.5% 573,723,099 558,876,954 -2.6%

4770 X-Large Hass #36 sizes & larger 4,145,182 4,539,952 +9.5% 51,260,370 37,304,289 -27.2%

Other Greenskins, Pinkertons, non-Hass PLUs 902,983 897,453 -0.6% 29,280,330 30,725,847 +4.9%

Organic All Organic PLUs 5,288,717 7,296,886 +38.0% 16,329,239 21,453,937 +31.4%

Bags All bagged PLUs 28,634,040 37,718,435 +31.7% 187,601,391 244,552,871 +30.4%

265,513,483 269,762,316 +1.6% 1,374,560,217 1,441,336,424 +4.9%

RETAIL DOLLARS

PLU Description 2013 2014 Variance 2013 2014 Variance

4046 Small Hass #60 sizes & smaller 78,412,896$ 85,364,733$ +8.9% 403,090,522$ 477,446,510$ +18.4%

4225 Large Hass #40 & #48 sizes 125,131,144$ 133,916,408$ +7.0% 707,519,105$ 734,371,105$ +3.8%

4770 X-Large Hass #36 sizes & larger 8,126,693$ 10,463,516$ +28.8% 75,418,753$ 69,385,913$ -8.0%

Other Greenskins, Pinkertons, non-Hass PLUs 845,195$ 972,255$ +15.0% 48,304,923$ 51,161,023$ +5.9%

Organic All Organic PLUs 8,411,575$ 12,537,683$ +49.1% 26,795,567$ 37,185,059$ +38.8%

Bags All bagged PLUs 22,814,149$ 32,906,055$ +44.2% 168,508,870$ 232,858,765$ +38.2%

243,741,653$ 276,160,650$ +13.3% 1,429,637,740$ 1,602,408,376$ +12.1%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2013 2014 Variance 2013 2014 Variance

4046 Small Hass #60 sizes & smaller $0.66 $0.76 +15.4% $0.78 $0.87 +11.5%

4225 Large Hass #40 & #48 sizes $1.16 $1.25 +7.5% $1.23 $1.31 +6.6%

4770 X-Large Hass #36 sizes & larger $1.96 $2.30 +17.6% $1.47 $1.86 +26.4%

Other Greenskins, Pinkertons, non-Hass PLUs $0.94 $1.08 +15.7% $1.65 $1.67 +0.9%

Organic All Organic PLUs $1.59 $1.72 +8.0% $1.64 $1.73 +5.6%

Bags All bagged PLUs $0.80 $0.87 +9.5% $0.90 $0.95 +6.0%

$0.92 $1.02 +11.5% $1.04 $1.11 +6.9%

JAN

UA

RY -

DEC

EMBER

: 201

3 vs

201

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West Total U.S.

TOTAL CATEGORY UNITS

West Total U.S.

TOTAL CATEGORY DOLLARS

West Total U.S.

CATEGORY ASP ($/Unit)

West vs. Total U.S. - YTD Q4 PLU Comparisons

• West avocado dollar sales increased +13%, +1 point ahead of Total U.S. (+12%)

– Volume increased +2%, -3 points behind Total U.S.

• West bagged avocado dollars grew +44% and were +6 points ahead of the national average

– West bagged avocado units grew +32%, and were +2 points ahead of the national average

– West bagged avocado ASP of $0.87/unit was -8% lower than the national average

West Outpaced Total U.S. in Dollar Growth Rate

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West: YTD Category Per Store Per Week Averages

• West had the highest dollar velocity, more than double the U.S. average– West averaged $731

per store per week through Q4 2014

• West had the highest volume velocity, more than double the U.S. average– West averaged 714

units per store per week through Q4 2014

West Posted the Highest Average Dollars and Units Per Store Per Week

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West: 2012 through Q4-2014 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 11,048 units per store when ASP was

$0.85/unit– The lowest quarter was 2013-Q4 at 7,548 units per store when ASP was at

$1.02/unit• ASP

– Lowest ASP to date occurred during 2013-Q1, $0.83/unit– Highest ASP to date occurred during 2014-Q3 at $1.14/unit