TOTAL U.S.

Regional Composite

REGIONALDATA REPORT

JAN – JUN2014 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 Q2 (January – June) 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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Total U.S.: Highlights - YTD Q2

• Overview based on the following Regions:– California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West

• Total U.S. Overview– Avocado retail dollar trends through Q2 outpaced Produce retail dollar trends

• 2014 versus 2013, Avocado dollars grew +18%, which outpaced Produce by +11 points

– Total U.S. 2014 category units were +3% higher than prior year and +24% higher than 2012• Growth from 2012 to 2014 was driven by PLUs 4046 and Bagged Avocados for a

combined +65 million units– Total U.S. 2014 category dollars were +18% higher than prior year and +34% higher

than 2012• Growth from 2012 to 2014 was primarily driven by PLU 4046, 4225 and bagged

avocados which collectively grew +$131 million– Total U.S. 2014 category ASP of $1.11/unit was +14% higher than prior year and +8%

higher than 2012

• Total U.S. Per Store Averages– 2014 Average Dollars of $9,599 per store were +16% higher than 2013 and +30%

higher than 2012– 2014 Average Units of 8,653 per store were +2% higher than 2013 and +21% higher

than 2012

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Total U.S.: YTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Produce

• Avocado retail dollar trends through Q2 2014 outpaced Produce retail dollar trends– 2013 versus 2012, Avocados outpaced Produce by +6 points– 2014 versus 2013, Avocados outpaced Produce by +11 points– 2014 versus 2012, Avocado dollars grew +34%, which outpaced

Produce by +19 points

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Total U.S.: YTD Q2 Avocado Retail Overview

• Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +34% over 2012

• Category units grew +20% in 2013,and +3% in 2014 for a net growth of +24% over 2012

• Category average selling price (ASP) decreased -5% in 2013 and increased +14% in 2014 to $1.11/unit

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RETAIL UNITS

PLU Description 2012 2013 13v12 2014 14v13

4046 Small Hass #60 sizes & smaller 273,110,557 264,694,895 -3.1% 303,132,864 +14.5%

4225 Large Hass #40 & #48 sizes 245,378,372 323,811,238 +32.0% 296,073,975 -8.6%

4770 X-Large Hass #36 sizes & larger 11,774,479 34,374,820 +191.9% 17,379,846 -49.4%

Other Greenskins, Pinkertons, non-Hass PLUs 9,962,588 12,084,056 +21.3% 12,182,463 +0.8%

Organic All Organic PLUs 6,879,644 8,438,646 +22.7% 11,987,570 +42.1%

Bags All bagged PLUs 68,089,906 97,225,194 +42.8% 123,820,515 +27.4%

615,195,545 740,628,849 +20.4% 764,577,232 +3.2%

RETAIL DOLLARS

PLU Description 2012 2013 13v12 2014 14v13

4046 Small Hass #60 sizes & smaller 217,564,626$ 189,531,524$ -12.9% 259,310,608$ +36.8%

4225 Large Hass #40 & #48 sizes 302,657,601$ 370,389,541$ +22.4% 398,628,802$ +7.6%

4770 X-Large Hass #36 sizes & larger 20,369,267$ 44,528,664$ +118.6% 33,037,568$ -25.8%

Other Greenskins, Pinkertons, non-Hass PLUs 18,600,097$ 20,407,504$ +9.7% 22,099,893$ +8.3%

Organic All Organic PLUs 11,099,438$ 13,237,876$ +19.3% 19,904,947$ +50.4%

Bags All bagged PLUs 61,317,635$ 82,446,073$ +34.5% 115,149,905$ +39.7%

631,608,665$ 720,541,181$ +14.1% 848,131,724$ +17.7%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 13v12 2014 14v13

4046 Small Hass #60 sizes & smaller $0.80 $0.72 -10.1% $0.86 +19.5%

4225 Large Hass #40 & #48 sizes $1.23 $1.14 -7.3% $1.35 +17.7%

4770 X-Large Hass #36 sizes & larger $1.73 $1.30 -25.1% $1.90 +46.7%

Other Greenskins, Pinkertons, non-Hass PLUs $1.87 $1.69 -9.5% $1.81 +7.4%

Organic All Organic PLUs $1.61 $1.57 -2.8% $1.66 +5.8%

Bags All bagged PLUs $0.90 $0.85 -5.8% $0.93 +9.7%

$1.03 $0.97 -5.2% $1.11 +14.0%

JAN

UA

RY -

JUN

E: 2

013

vs 2

014

TOTAL CATEGORY UNITS

TOTAL CATEGORY DOLLARS

CATEGORY ASP ($/Unit)

Total U.S.

Total U.S.

Total U.S.

Total U.S.: YTD Q2 PLU Comparisons

• Avocado Retail Units increased by +3% and nearly +24 million units in Q2 2014 vs. 2013. Growth was driven by PLUs 4046 and Bagged Avocados for a combined +65 million units– PLU 4770 declined -49%

for a loss of -28 million units

• Avocado Retail Dollars increased by +18% and +$128 million dollars in Q2 2014 vs. 2013. Growth was primarily driven by PLU 4046, 4225 and bagged avocados which collectively grew +$131 million– PLU 4046 had the

largest Retail Dollar increase at +$70 million

– PLU 4770 had an decrease of -26% or -$11 million

• All PLUs increased in price vs. 2013, but PLU 4770 saw the biggest increase, +47% to $1.90/unit

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$7,367$8,281

$9,599

+12.4% +15.9%

Avg Retail Dollars Per Store

2012 2013 2014

7,176

8,512 8,653

+18.6% +1.7%

Avg Retail Units Per Store

2012 2013 2014

Total U.S.: YTD Q2 Category Per Store Averages

• In 2014, per store dollar and unit averages exhibited growth over the prior years– 2014 Average Dollars of $9,599 per store were +16% higher than 2013

and +30% higher than 2012– 2014 Average Units of 8,653 per store were +2% higher than 2013 and

+21% higher than 2012

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Total U.S.: 2012 through Q2-2014 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 4,454 units per store when ASP was $1.00/unit– The lowest quarter was 2013-Q4 at 3,256 units per store when ASP was at its

highest, $1.13/unit

• ASP– Lowest ASP to date occurred during 2013-Q1 at $0.95/unit– Highest ASP to date occurred during 2014-Q2 at $1.17/unit

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Total U.S.: Highlights - YTD Q2

• Overview based on the following Regions:– California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West

• Total U.S. Overview– Avocado retail dollar trends through Q2 outpaced Produce retail dollar trends

• 2014 versus 2013, Avocado dollars grew +18%, which outpaced Produce by +11 points

– Total U.S. 2014 category units were +3% higher than prior year and +24% higher than 2012• Growth from 2012 to 2014 was driven by PLUs 4046 and Bagged Avocados for a

combined +65 million units– Total U.S. 2014 category dollars were +18% higher than prior year and +34% higher

than 2012• Growth from 2012 to 2014 was primarily driven by PLU 4046, 4225 and bagged

avocados which collectively grew +$131 million– Total U.S. 2014 category ASP of $1.11/unit was +14% higher than prior year and +8%

higher than 2012

• Total U.S. Per Store Averages– 2014 Average Dollars of $9,599 per store were +16% higher than 2013 and +30%

higher than 2012– 2014 Average Units of 8,653 per store were +2% higher than 2013 and +21% higher

than 2012