Avocado Regional Composite Plains Region January – March: 2011 vs. 2012

1. Avocado Regional Composite Plains Region January – March: 2011 vs. 2012

2. Methodology • Sales and Market Data is obtained using CAST • (Category Avocado Sales Trend) • Symphony Information Resources Inc. 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 by SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews

3. Plains: Region Highlights • Overview based on the following markets: • St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO; Wichita, KS • Plains Overview • Category units declined -7% in 2011, but grew +17% in 2012 • Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012 • Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but decreased -4% to $1.08/unit in 2012 • The rolling 12-month average was 4.5 million units per month with an ASP of $1.31/unit • Volume peaked in Jan’12 and Feb’12 with 6.1 million units sold • ASP was the lowest at $1.02/unit during Feb’12 • Plains Per Store Averages • In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010 • In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010 • Plains versus Total U.S. trends • Plains’ category unit trend of +17% underperformed the national average by -9 points • Plains’ category dollar trend of +13% was +6 points above the national average of +7% • Plains’ PLU 4046 (its #2 selling segment) category growth of +$1.8 million accounted for 89% of the total category growth of +$2.0 million • Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit

4. Plains: Region Retail Sales Overview • Category units declined -7% in 2011, but grew +17% in 2012 • Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012 • Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but declined -4% to $1.08/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. Plains: Per Store Averages • In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010 • ‘12 vs. ‘11: Units increased +17%, +1,080 units • ‘11 vs. ‘10: Units decreased -7%, -510 units • In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010 • ‘12 vs. ‘11: Dollars increased +13%, +$900 • ‘11 vs. ‘10: Dollars increased +4%, +$300 +16.7% -7.3% +4.4% +12.5% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

6. Plains vs. Total U.S.: PLU ComparisonsJanuary – March: 2011 vs. 2012 • Plains’ category unit trend of +17% underperformed the national average by -9 points • The Plains’ PLU 4225 (their #1 selling segment) unit trend of +1% underperformed the national average by -11 points • Plains’ category dollar trend of +13% was +6 points above the national average of +7% • The Plains’ PLU 4046 (their #2 selling size) was the main driver of its category performance with a dollar growth +1.8 million, accounting for 89% of the total category growth of +$2.0 million • Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. PlainsTotal Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 4.5 million units per month at $1.31/unit • The recent 6-months (Oct'11-Mar'12) showed an average of 4.8 million units each month, +14% higher than the prior 6-months average of 4.2 million units • Volume peaked during Jan’12 and Feb’12 with 6.1 million units sold • ASP was the lowest during Feb’12 at $1.02/unit • The recent 6-months (Oct'11-Mar'12) showed an ASP of $1.12/unit, -26% lower than the prior 6-months which had an ASP of $1.52/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. Plains: Region Highlights • Overview based on the following markets: • St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO; Wichita, KS • Plains Overview • Category units declined -7% in 2011, but grew +17% in 2012 • Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012 • Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but decreased -4% to $1.08/unit in 2012 • The rolling 12-month average was 4.5 million units per month with an ASP of $1.31/unit • Volume peaked in Jan’12 and Feb’12 with 6.1 million units sold • ASP was the lowest at $1.02/unit during Feb’12 • Plains Per Store Averages • In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010 • In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010 • Plains versus Total U.S. trends • Plains’ category unit trend of +17% underperformed the national average by -9 points • Plains’ category dollar trend of +13% was +6 points above the national average of +7% • Plains’ PLU 4046 (its #2 selling segment) category growth of +$1.8 million accounted for 89% of the total category growth of +$2.0 million • Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit

9. 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