PLAINS Region

1. PLAINS Region Regional Composite REGIONAL DATA REPORT JAN - DEC 2013 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, Q2, Q3 and Q4 (January – December) 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. Plains Region: Highlights - YTD through Q4 • Overview based on the following geography: • The Plains Region captures theMarkets of Kansas City, Minneapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in thoseMarkets • Plains Overview • Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +7 points and Produce by +6 points • Category dollars were up +15% in 2012 and +13% in 2013 for a net growth of +31% over 2011 • Category units grew +39% in 2012 and +14% in 2013 for net growth of +59% over 2011 • Category average selling price (ASP) decreased -17% in 2012 and -1% in 2013 to $1.14/unit • Plains Per Store Averages • 2013 Average dollars of $14,464 per store were +20% higher than 2012 and +33% higher than 2011 • 2013 Average units of 12,701 per store were +21% higher than 2012 and +61% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +14% was -2 points lower than the national average • PL category dollar trend of +13% was in-line with the national average • PL 2013 category ASP of $1.14/unit was +12% higher than the national average of $1.01/unit

4. Plains: YTD through Q4Retail Dollar Trend Comparisons • Avocado retail dollars through Q4 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +15% outpaced Fruit by +9 points and Produce by +12 points • 2013 versus 2012, Avocado dollar growth of +13% outpaced Fruit by +7 points and Produce by +6 points • 2013 versus 2011, Avocados dollar growth of +31% outpaced Fruit by +17points and Produce by +20 points

5. Plains: YTD through Q4 Avocado Retail Overview Category dollars were up +15% in 2012 and +13% in 2013 for a net growth of +31% over 2011 Category units grew +39% in 2012 and +14% in 2013 for net growth of +59% over 2011 Category average selling price (ASP) decreased -17% in 2012and -1% in 2013 to $1.14/unit

6. Plains vs. Total U.S. YTD through Q4 PLU Comparisons • PL category unit growth of +14% was -2 points lower than the national average • PL growth was primarily driven by PLU 4046 which grew +5 million units • PL category dollar trend of +13% was in-line with the national average • PL growth was primarily driven by PLU 4046 which grew +$5 million • PL 2013 category ASP of $1.14/unit was +12% higher than the national average of $1.01/unit

7. Plains: YTD through Q4 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $14,464 per store were +20% higher than 2012 and +33% higher than 2011 • 2013 Average units of 12,701 per store were +21% higher than 2012 and +61% higher than 2011 * Per store averages are based on stores selling

8. Plains: 2011 through Q4-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q3 at 4,120 units per store when ASP was $1.22/unit • The lowest quarter was 2011-Q3 at 1,788 units per store when ASP was at its highest point, $1.69/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.00/unit • Highest ASP to date occurred during 2011-Q3, $1.69/unit * Per store averages are based on stores selling

9. Plains Region: Highlights - YTD through Q4 • Overview based on the following geography: • The Plains Region captures theMarkets of Kansas City, Minneapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in thoseMarkets • Plains Overview • Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +7 points and Produce by +6 points • Category dollars were up +15% in 2012 and +13% in 2013 for a net growth of +31% over 2011 • Category units grew +39% in 2012 and +14% in 2013 for net growth of +59% over 2011 • Category average selling price (ASP) decreased -17% in 2012 and -1% in 2013 to $1.14/unit • Plains Per Store Averages • 2013 Average dollars of $14,464 per store were +20% higher than 2012 and +33% higher than 2011 • 2013 Average units of 12,701 per store were +21% higher than 2012 and +61% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +14% was -2 points lower than the national average • PL category dollar trend of +13% was in-line with the national average • PL 2013 category ASP of $1.14/unit was +12% higher than the national average of $1.01/unit