NORTHEAST Region

Regional Composite

REGIONALDATA REPORT

JAN – MAR2013 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 (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

3

Northeast: Region Highlights - YTD Q1

• Overview based on the following geography:– The Northeast Region captures the Markets of Albany, Boston, Buffalo,

Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia and Pittsburgh, plus additional cities not included in Markets

• Northeast Overview– Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail

dollar trends– Category dollars grew +13% in 2012 and +22% in 2013 for a net growth of +38% over

2011– Category units grew +25% in 2012 and +29% in 2013 for a net growth +61% over

2011– Category average selling price (ASP) decreased -10% in 2012 and -6% in 2013 to

$1.19/unit

• Northeast Per Store Averages– 2013 Average dollars of $3,567 per store were +19% higher than 2012 and +30%

higher than 2011– 2013 Average units of 2,988 per store were +26% higher than 2012 and +52% higher

than 2011

• Northeast versus Total U.S. trends– NE category unit growth of +29% was +12 points higher than the national average– NE category dollar trend of +22% was +8 points higher than the national average– NE 2013 category ASP of $1.19/unit was +26% higher than the national average of

$0.95/unit

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

• Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends

– 2012 versus 2011, Avocados outpaced Fruit by +15 points and Produce by +14 points

– 2013 versus 2012, Avocados outpaced both Fruit and Produce by +15 points

– 2013 versus 2011, Avocado dollars grew +38% which outpaced both Fruit and Produce by +32 points

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Northeast: YTD Q1 Avocado Retail Overview

• Category dollars grew +13% in 2012 and +22% in 2013 for a net growth of +38% over 2011

• Category units grew +25% in 2012 and +29% in 2013 for a net growth +61% over 2011

• Category average selling price (ASP) decreased -10% in 2012 and -6% in 2013 to $1.19/unit

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

• NE category unit growth of +29% was +12 points higher than the national average

– NE growth was primarily driven by PLU 4225, Other and Bagged Avocados, which collectively grew +9 million units

• NE category dollar trend of +22% was +8 points higher than the national average

– NE growth was primarily driven by PLU 4225, Other and Bagged Avocados, which collectively grew +$9 million dollars

• NE 2013 category ASP of $1.19/unit was +26% higher than the national average of $0.95/unit

RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 2,265,459 1,730,188 -23.6% 133,247,079 119,044,419 -10.7%4225 Large Hass #40 & #48 sizes 20,056,847 25,694,427 +28.1% 119,026,672 158,354,709 +33.0%4770 X-Large Hass #36 sizes & larger 39,244 184,567 +370.3% 5,502,382 16,917,549 +207.5%Other Greenskins, Pinkertons, non-Hass PLUs 2,100,820 3,430,579 +63.3% 6,335,471 7,492,536 +18.3%

Organic All Organic PLUs 374,897 510,107 +36.1% 3,199,068 3,853,907 +20.5%Bags All bagged PLUs 5,503,079 7,612,082 +38.3% 32,373,348 46,763,688 +44.5%

30,340,346 39,161,950 +29.1% 299,684,020 352,426,808 +17.6%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 2,386,909$ 1,747,351$ -26.8% 100,148,136$ 84,147,417$ -16.0%4225 Large Hass #40 & #48 sizes 26,206,991$ 31,281,020$ +19.4% 138,952,815$ 173,721,214$ +25.0%4770 X-Large Hass #36 sizes & larger 68,563$ 283,387$ +313.3% 9,620,950$ 20,100,889$ +108.9%Other Greenskins, Pinkertons, non-Hass PLUs 3,287,442$ 4,705,199$ +43.1% 11,775,767$ 12,547,258$ +6.6%

Organic All Organic PLUs 718,402$ 877,019$ +22.1% 5,099,018$ 6,034,480$ +18.3%Bags All bagged PLUs 5,680,404$ 7,864,802$ +38.5% 26,768,770$ 36,808,118$ +37.5%

38,348,711$ 46,758,779$ +21.9% 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 $1.05 $1.01 -4.1% $0.75 $0.71 -6.0%4225 Large Hass #40 & #48 sizes $1.31 $1.22 -6.8% $1.17 $1.10 -6.0%4770 X-Large Hass #36 sizes & larger $1.75 $1.54 -12.1% $1.75 $1.19 -32.0%Other Greenskins, Pinkertons, non-Hass PLUs $1.56 $1.37 -12.4% $1.86 $1.67 -9.9%

Organic All Organic PLUs $1.92 $1.72 -10.3% $1.59 $1.57 -1.8%Bags All bagged PLUs $1.03 $1.03 +0.1% $0.83 $0.79 -4.8%

$1.26 $1.19 -5.5% $0.98 $0.95 -3.0%

JANU

ARY

- MAR

CH: 2

012

vs 2

013

Northeast Total U.S.

TOTAL CATEGORY UNITS

Northeast Total U.S.

TOTAL CATEGORY DOLLARS

Northeast Total U.S.

CATEGORY ASP ($/Unit)

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Northeast: YTD Q1 Category Per Store Averages

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

– 2013 Average dollars of $3,567 per store were +19% higher than 2012 and +30% higher than 2011

– 2013 Average units of 2,988 per store were +26% higher than 2012 and +52% higher than 2011

$2,745 $2,995$3,567

+9.1% +19.1%

Avg Retail Dollars Per Store

2011 2012 2013

1,963 2,370

2,988

+20.7% +26.1%

Avg Retail Units Per Store

2011 2012 2013

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

• Average Retail Units Per Store– The peak quarter was 2013-Q1 at 2,988 units per store when ASP was $1.19/unit– The lowest quarter was 2011-Q4 at 1,688 units per store when ASP was

$1.39/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.19/unit– Highest ASP to date occurred during 2011-Q3, $1.83/unit

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Northeast: Region Highlights - YTD Q1

• Overview based on the following geography:– The Northeast Region captures the Markets of Albany, Boston, Buffalo,

Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia and Pittsburgh, plus additional cities not included in Markets

• Northeast Overview– Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail

dollar trends– Category dollars grew +13% in 2012 and +22% in 2013 for a net growth of +38% over

2011– Category units grew +25% in 2012 and +29% in 2013 for a net growth +61% over

2011– Category average selling price (ASP) decreased -10% in 2012 and -6% in 2013 to

$1.19/unit

• Northeast Per Store Averages– 2013 Average dollars of $3,567 per store were +19% higher than 2012 and +30%

higher than 2011– 2013 Average units of 2,988 per store were +26% higher than 2012 and +52% higher

than 2011

• Northeast versus Total U.S. trends– NE category unit growth of +29% was +12 points higher than the national average– NE category dollar trend of +22% was +8 points higher than the national average– NE 2013 category ASP of $1.19/unit was +26% higher than the national average of

$0.95/unit