Avocado Regional Composite Southeast Region 2012 YTD Q2 (January – June)

1. Avocado Regional Composite Southeast Region2012 YTD Q2 (January – June) Prepared by: Fusion Marketing

2. Methodology • Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) • Symphony Information Resources Inc. Group (SymphonyIRI 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 Quarters unless otherwise noted • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Retail data provided by SymphonyIRI Group / FreshLook Marketing • Important Note: SymphonyIRI Group / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews

3. Southeast Region HighlightsYTD Q2 • Overview based on the following markets: • Atlanta, GA; Charlotte, SC; Columbia, SC; Jacksonville, FL; Miami, FL; Orlando, FL; Tampa / St. Petersburg, FL • Southeast Overview • Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years • Category dollars grew for 2 consecutive years, for net growth of +24% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +27% • Category average selling price (ASP) in 2012 was -3% lower than the 2010 ASP • Southeast Per Store Averages • 2012 Average dollars of $2,672 per store were +3% higher than 2011 and +25% higher than 2010 • 2012 Average units of 2,183 per store were +35% higher than 2011 and +29% higher than 2010’s average of 1,695 units per store • Southeast versus Total U.S. trends • Southeast’s 2012 category dollar trend of +4% was -5 points lower than the national average • Southeast’s 2012 category unit growth of +36% was in-line with the national average • Southeast’s 2012 category ASP of $1.22/unit was +34% higher than the national average of $0.91/ unit

4. SoutheastYTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends for 2 consecutive years • 2011 versus 2010, Avocados outpaced Fruit and Produce by +15 points • 2012 versus 2011, Avocados outpaced Fruit by +5 points and Produce by +6 points • 2012 versus 2010, Avocados dollars grew +24% which outpaced Fruit by Produce by +21 points

5. SoutheastYTD Q2 Avocado Retail Overview • Category dollars grew for 2 consecutive years, +19% in 2011 and +4% in 2012 for a net growth of +24% over 2010 • Category units declined -7% in 2011, but grew +36% in 2012 for a net growth +27% over 2010 • Category average selling price (ASP) increased +27% in 2011, but declined -24% in 2012 to $1.22/unit • 2012 ASP was -3% lower than the 2010 ASP

6. Southeast vs. Total U.S.YTD Q2 PLU Comparisons • Southeast’s category unit growth of +36% was in-line with the national average • Southeast’s growth was primarily driven by PLU 4046 which grew +15.7 million units • Southeast’s category dollar trend of +4% was -5 points lower than the national average • Southeast’s growth was primarily driven by PLU 4046 which grew +$15 million • Southeast’s 2012 category ASP of $1.22/unit was +34% higher than the national average of $0.91/ unit

7. SoutheastYTD Q2 Category Per Store Averages • In 2012, per store dollar and unit averages exhibited growth from 2011 • 2012 Average dollars of $2,672 per store were +3% higher than 2011 and +25% higher than 2010 • 2012 Average units of 2,183 per store were +35% higher than 2011 and +29% higher than 2010’s average of 1,695 units per store

8. Southeast2010 through Q2-2012Per Store Averages by Quarter: Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2010-Q3 at 2,172 units per store when ASP was $1.19/unit • The lowest quarter was 2011-Q2 at 1,355 units per store when ASP was at its highest point of $1.76/unit • ASP • Lowest ASP to date occurred during 2010-Q3, $1.19/unit • Highest ASP to date occurred during 2011-Q2, $1.76/unit

9. Southeast Region HighlightsYTD Q2 • Overview based on the following markets: • Atlanta, GA; Charlotte, SC; Columbia, SC; Jacksonville, FL; Miami, FL; Orlando, FL; Tampa / St. Petersburg, FL • Southeast Overview • Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years • Category dollars grew for 2 consecutive years, for net growth of +24% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +27% • Category average selling price (ASP) in 2012 was -3% lower than the 2010 ASP • Southeast Per Store Averages • 2012 Average dollars of $2,672 per store were +3% higher than 2011 and +25% higher than 2010 • 2012 Average units of 2,183 per store were +35% higher than 2011 and +29% higher than 2010’s average of 1,695 units per store • Southeast versus Total U.S. trends • Southeast’s 2012 category dollar trend of +4% was -5 points lower than the national average • Southeast’s 2012 category unit growth of +36% was in-line with the national average • Southeast’s 2012 category ASP of $1.22/unit was +34% higher than the national average of $0.91/ unit

10. 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 Quarters unless otherwise noted