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Avocado Regional Composite

TOTAL U.S.

January – March2010 vs. 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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Total U.S.: Highlights

• Total U.S. Overview– Category units declined -7% in 2011, but grew +26% in 2012– Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012– Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but declined

-15% to $0.88/unit in 2012– The rolling 12-month average was 107.9 million units per month with an ASP of

$1.10/unit• Volume peaked in Jan’12 at 157.7 million units sold• ASP was the lowest during Feb’12 at $0.85/unit

• Total U.S. Per Store Averages– In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010– In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010

• Total U.S. trends– In 2012, category units increased +62.1 million units since 2010

• ‘12 vs. ‘11: +26% (+85.1 million)• ‘11 vs. ‘10: -7% (-23.0 million)

– In 2012, category dollars increased +$53.2 million since 2010• ‘12 vs. ‘11: +7% (+$22.1 million)• ‘11 vs. ‘10: +10% (+$31.1 million)

– The 2012 category ASP of $0.88/unit decreased -15% from 2011, and was slightly lower than 2010

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Total U.S.: Retail Sales Overview

• Category units declined -7% in 2011, but grew +26% in 2012

• Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012

• Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but decreased -15% to $0.88/unit in 2012

4 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

J an-Mar 2010 2011 11v10Category ASP/ Unit 0.89$ 1.04$ +17.7%

J an-Mar 2011 2012 12v11Category ASP/ Unit 1.04$ 0.88$ -15.4%

Total U.S.: Per Store Averages

• In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010

– ‘12 vs. ‘11: Units increased +26%, +2,600 units– ‘11 vs. ‘10: Units decreased -7%, -710 units

• In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010

– ‘12 vs. ‘11: Dollars increased +7%, +$680– ‘11 vs. ‘10: Dollars increased +10%, +$950

5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

+25.9%-6.6% +10.0% +6.5%

Total U.S.: PLU ComparisonsJanuary – March: ‘10 vs. ‘11 vs. ‘12

• In 2012, category units increased +62.1 million units since 2010

– ‘12 vs. ‘11: +26% (+85.1 million units)

– ‘11 vs. ‘10: -7% (-23.0 million units)

• In 2012, category dollars increased +$53.2 million since 2010

– ‘12 vs. ‘11: +7% (+$22.1 million)

– ‘11 vs. ‘10: +10% (+$31.1 million)

• The 2012 category ASP of $0.88/unit decreased -15% from 2011, and it was slightly lower than 20106 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

UNITSPLU Description 2010 2011 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 119,190 103,762 -12.9% 103,762 157,054 +51.4%4225 Large Hass #40 & #48 sizes 169,952 144,676 -14.9% 144,676 162,274 +12.2%4770 X-Large Hass #36 sizes & larger 12,755 20,176 +58.2% 20,176 9,344 -53.7%

Other Greenskins, Pinkertons, non-Hass PLUs 8,003 7,781 -2.8% 7,781 8,162 +4.9%Organic All Organic PLUs 3,453 3,194 -7.5% 3,194 4,605 +44.2%

Bags All bagged PLUs 38,510 49,199 +27.8% 49,199 72,488 +47.3%351,863 328,789 -6.6% 328,789 413,928 +25.9%

DOLLARSPLU Description 2010 2011 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 80,925$ 87,898$ +8.6% 87,898$ 119,771$ +36.3%4225 Large Hass #40 & #48 sizes 183,572$ 188,244$ +2.5% 188,244$ 187,533$ -0.4%4770 X-Large Hass #36 sizes & larger 18,831$ 32,284$ +71.4% 32,284$ 15,942$ -50.6%

Other Greenskins, Pinkertons, non-Hass PLUs 13,532$ 14,230$ +5.2% 14,230$ 15,468$ +8.7%Organic All Organic PLUs 5,166$ 5,634$ +9.1% 5,634$ 7,444$ +32.1%

Bags All bagged PLUs 9,718$ 14,519$ +49.4% 14,519$ 18,776$ +29.3%311,743$ 342,809$ +10.0% 342,809$ 364,935$ +6.5%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2010 2011 Variance 2011 2012 Variance4046 Small Hass #60 sizes & smaller 0.68$ 0.85$ +24.8% 0.85$ 0.76$ -10.0%4225 Large Hass #40 & #48 sizes 1.08$ 1.30$ +20.5% 1.30$ 1.16$ -11.2%4770 X-Large Hass #36 sizes & larger 1.48$ 1.60$ +8.4% 1.60$ 1.71$ +6.6%

Other Greenskins, Pinkertons, non-Hass PLUs 1.69$ 1.83$ +8.2% 1.83$ 1.90$ +3.6%Organic All Organic PLUs 1.50$ 1.76$ +17.9% 1.76$ 1.62$ -8.4%

Bags All bagged PLUs 0.25$ 0.30$ +16.9% 0.30$ 0.26$ -12.2%0.89$ 1.04$ +17.7% 1.04$ 0.88$ -15.4%

JAN

UA

RY -M

ARC

H: 2

011

vs 2

012 TOTAL CATEGORY UNITS (add '000s)

TOTAL CATEGORY DOLLARS (add '000s)

CATEGORY ASP

Total U.S.

Total U.S.

Total U.S.

Total U.S.Total Category by Month: Units to ASP(rolling 12-months)

• The rolling 12-month average was 107.9 million units per month at $1.10/unit– The recent 6-months (Oct’11-Mar’12) showed an average of 119.8 million units each month, +25%

higher than the prior 6-months average of 96.1 million units– Jan’12 was the peak of the 12 months observed with 157.7 million units sold

• ASP was lowest during Feb’12 at $0.85/unit– The recent 6-months (Oct’11-Mar’12) showed an ASP of $0.92/unit, -30% lower than the prior

6-months which had an ASP of $1.31/unit

7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Total U.S.: Highlights

• Total U.S. Overview– Category units declined -7% in 2011, but grew +26% in 2012– Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012– Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but declined

-15% to $0.88/unit in 2012– The rolling 12-month average was 107.9 million units per month with an ASP of

$1.10/unit• Volume peaked in Jan’12 at 157.7 million units sold• ASP was the lowest during Feb’12 at $0.85/unit

• Total U.S. Per Store Averages– In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010– In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010

• Total U.S. trends– In 2012, category units increased +62.1 million units since 2010

• ‘12 vs. ‘11: +26% (+85.1 million)• ‘11 vs. ‘10: -7% (-23.0 million)

– In 2012, category dollars increased +$53.2 million since 2010• ‘12 vs. ‘11: +7% (+$22.1 million)• ‘11 vs. ‘10: +10% (+$31.1 million)

– The 2012 category ASP of $0.88/unit decreased -15% from 2011, and was slightly lower than 2010

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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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