PLAINS Region

1. PLAINS Region Regional Composite REGIONAL DATA REPORT JAN – MAR 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 (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. Plains: Region Highlights - YTD Q1 • Overview based on the following markets: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in Markets • Plains Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars grew +14% in 2012 and +13% in 2013 for a net growth of +29% over 2011 • Category units grew +21% in 2012 and +25% in 2013 for a net growth of +51% over 2011 • Category average selling price (ASP) declined -6% in 2012 and -9% in 2013 to $1.00/unit • Plains Per Store Averages • 2013 Average dollars of $3,102 per store were +9% higher than 2012 and +20% higher than 2011 • 2013 Average units of 3,096 per store were +20% higher than 2012 and +41% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +25% was +8 points higher than the national average • PL category dollar trend of +13% was -1 point lower than the national average • PL 2013 category ASP of $1.00/unit was +6% higher than the national average of $0.95/ unit

4. Plains: 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 Fruit by +10 points and Produce by +9 points • 2013 versus 2011, Avocados outpaced Fruit by +27 points and Produce by +25 points

5. Plains: YTD Q1 Avocado Retail Overview Category dollars grew +14% in 2012 and +13% in 2013 for a net growth of +29% over 2011 Category units grew +21% in 2012 and +25% in 2013 for a net growth of +51% over 2011 Category average selling price (ASP) declined -6% in 2012 and -9% in 2013 to $1.00/unit

6. Plains vs. Total U.S.YTD Q1 PLU Comparisons • PL category unit growth of +25% was +8 points higher than the national average • PL growth was primarily driven by PLUs 4046, 4225 and Bagged Avocados, which collectively grew +3 million units • PL category dollar trend of +13% was -1 point lower than the national average • PL growth was primarily driven by PLU 4046 and Bagged Avocados, which grew +$2 million dollars • PL 2013 category ASP of $1.00/unit was +6% higher than the national average of $0.95/ unit • The ASP on PLU 4770 is +36% higher than the national average

7. Plains: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior years • 2013 Average dollars of $3,102 per store were +9% higher than 2012 and +20% higher than 2011 • 2013 Average units of 3,096 per store were +20% higher than 2012 and +41% higher than 2011

8. Plains: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q1 at 3,096 units per store when ASP was $1.00/unit • The lowest quarter was 2011-Q3 at 1,788 units per store when ASP was $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

9. Plains: Region Highlights - YTD Q1 • Overview based on the following markets: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in Markets • Plains Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars grew +14% in 2012 and +13% in 2013 for a net growth of +29% over 2011 • Category units grew +21% in 2012 and +25% in 2013 for a net growth of +51% over 2011 • Category average selling price (ASP) declined -6% in 2012 and -9% in 2013 to $1.00/unit • Plains Per Store Averages • 2013 Average dollars of $3,102 per store were +9% higher than 2012 and +20% higher than 2011 • 2013 Average units of 3,096 per store were +20% higher than 2012 and +41% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +25% was +8 points higher than the national average • PL category dollar trend of +13% was -1 point lower than the national average • PL 2013 category ASP of $1.00/unit was +6% higher than the national average of $0.95/ unit