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Avocado Regional Composite

Great Lakes Region

January – March: 2011 vs. 2012

Methodology

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

– Symphony Information Resources Inc. Group (SymphonyIRI 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 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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Great Lakes: Region Highlights

• Overview based on the following markets:– Chicago, IL; Cincinnati, OH; Cleveland, OH; Columbus, OH; Detroit, MI

• Great Lakes Overview– Category units declined -9% in 2011, but grew +21% in 2012– Category dollars experienced consecutive growth of +3% in 2011, and +7% in 2012– Category average selling price (ASP) grew +12% to $1.08/unit in 2011, but declined

-12% to $0.96/unit in 2012– The rolling 12-month average was 9.0 million units per month with an ASP of

$1.10/unit• Volume peaked during Jan’12 at 12.2 million units sold• ASP was the lowest during Feb’12 at $0.90/unit

• Great Lakes Per Store Averages– In 2012, per store unit average of 6,400 has grown +10% (+600 units) since 2010– In 2012, per store dollar average of $6,100 has grown +9% (+$520) since 2010

• Great Lakes versus Total U.S. trends– Great Lakes’ unit trend of +21% was -5 points lower than the national average– Great Lakes’ dollar trend of +7% was slightly higher than the national average– Great Lakes’ 2012 category ASP of $0.96/unit was +9% higher than the national

average

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J an-Mar 2011 2012 12v11Category ASP/Unit 1.08$ 0.96$ -11.7%

Great Lakes: Region Retail Sales Overview

• Category units declined -9% in 2011, but grew +21% 2012

• Category dollars experienced consecutive growth of +3% in 2011, and +7% in 2012

• Category average selling price (ASP) grew +12% to $1.08/unit in 2011, but declined -12% to $0.96/unit in 2012

4 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

J an-Mar 2010 2011 11v10Category ASP/Unit 0.97$ 1.08$ +12.2%

Great Lakes: Per Store Averages

• In 2012, per store unit average of 6,400 has grown +10% (+600 units) since 2010

– ‘12 vs. ‘11: Units increased +21%, +1,100 units– ‘11 vs. ‘10: Units decreased -9%, -500 units

• In 2012, per store dollar average of $6,100 has grown +9% (+$520) since 2010

– ‘12 vs. ‘11: Dollars increased +7%, +$380– ‘11 vs. ‘10: Dollars increased +3%, +$140

5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

+20.8% -8.6% +2.5% +6.6%

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

• Great Lakes’ unit trend of +21% underperformed the national average by -5 points

– The Great Lakes’ PLU 4225 (their #1 selling segment) unit trend of -10% underperformed the national average by -22 points

• Great Lakes’ dollar trend of +7% was slightly higher than the national average

• Great Lakes’ 2012 category ASP of $0.96/unit was +9% 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 2,539 4,570 +80.0% 103,762 157,054 +51.4%4225 Large Hass #40 & #48 sizes 17,754 15,923 -10.3% 144,676 162,274 +12.2%4770 X-Large Hass #36 sizes & larger 1,401 1,938 +38.3% 20,176 9,344 -53.7%

Other Greenskins, Pinkertons, non-Hass PLUs 203 289 +42.3% 7,781 8,162 +4.9%Organic All Organic PLUs 331 347 +4.8% 3,194 4,605 +44.2%

Bags All bagged PLUs 4,586 9,323 +103.3% 49,199 72,488 +47.3%26,813 32,390 +20.8% 328,789 413,928 +25.9%

DOLLARSPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 2,421$ 4,531$ +87.2% 87,898$ 119,771$ +36.3%4225 Large Hass #40 & #48 sizes 22,332$ 20,129$ -9.9% 188,244$ 187,533$ -0.4%4770 X-Large Hass #36 sizes & larger 1,932$ 2,965$ +53.5% 32,284$ 15,942$ -50.6%

Other Greenskins, Pinkertons, non-Hass PLUs 364$ 546$ +49.9% 14,230$ 15,468$ +8.7%Organic All Organic PLUs 510$ 536$ +4.9% 5,634$ 7,444$ +32.1%

Bags All bagged PLUs 1,526$ 2,301$ +50.8% 14,519$ 18,776$ +29.3%29,085$ 31,008$ +6.6% 342,809$ 364,935$ +6.5%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2011 2012 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 0.95$ 0.99$ +4.0% 0.85$ 0.76$ -10.0%4225 Large Hass #40 & #48 sizes 1.26$ 1.26$ +0.5% 1.30$ 1.16$ -11.2%4770 X-Large Hass #36 sizes & larger 1.38$ 1.53$ +11.0% 1.60$ 1.71$ +6.6%

Other Greenskins, Pinkertons, non-Hass PLUs 1.79$ 1.89$ +5.3% 1.83$ 1.90$ +3.6%Organic All Organic PLUs 1.54$ 1.54$ +0.1% 1.76$ 1.62$ -8.4%

Bags All bagged PLUs 0.33$ 0.25$ -25.8% 0.30$ 0.26$ -12.2%1.08$ 0.96$ -11.7% 1.04$ 0.88$ -15.4%

Total U.S.

Total U.S.

Total U.S.JAN

UA

RY -M

ARC

H: 2

011

vs 2

012

Great Lakes

TOTAL CATEGORY UNITS (add '000s)

Great Lakes

TOTAL CATEGORY DOLLARS (add '000s)

Great Lakes

CATEGORY ASP

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

• The rolling 12-month average was 9.0 million units per month at $1.10/unit

– The recent 6-months (Oct’11 – Mar’12) showed an average of 9.6 million units each month, +12% above the prior 6-months average of 8.5 million units

– Jan’12 was the peak of the 12 months observed with 12.2 million units sold

• ASP was lowest during Feb’12 at $0.90/unit– The recent 6-months (Oct’11 – Mar’12) showed an ASP of $0.97/unit, which was

-21% lower than the prior 6-months which had an ASP of $1.23/unit

7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Great Lakes: Region Highlights

• Overview based on the following markets:– Chicago, IL; Cincinnati, OH; Cleveland, OH; Columbus, OH; Detroit, MI

• Great Lakes Overview– Category units declined -9% in 2011, but grew +21% in 2012– Category dollars experienced consecutive growth of +3% in 2011, and +7% in 2012– Category average selling price (ASP) grew +12% to $1.08/unit in 2011, but declined

-12% to $0.96/unit in 2012– The rolling 12-month average was 9.0 million units per month with an ASP of

$1.10/unit• Volume peaked during Jan’12 at 12.2 million units sold• ASP was the lowest during Feb’12 at $0.90/unit

• Great Lakes Per Store Averages– In 2012, per store unit average of 6,400 has grown +10% (+600 units) since 2010– In 2012, per store dollar average of $6,100 has grown +9% (+$520) since 2010

• Great Lakes versus Total U.S. trends– Great Lakes’ unit trend of +21% was -5 points lower than the national average– Great Lakes’ dollar trend of +7% was slightly higher than the national average– Great Lakes’ 2012 category ASP of $0.96/unit was +9% higher than the national

average

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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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