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

Avocado Regional Composite Great Lakes Region 2012 YTD Q2 (January – June) Prepared by: Fusion Marketing. Methodology. Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)

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

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  1. Avocado Regional Composite Great Lakes 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. Great Lakes Region HighlightsYTD Q2 • Overview based on the following markets: • Chicago, IL; Cincinnati, OH; Cleveland, OH; Columbus, OH; Detroit, MI • Great Lakes Overview • Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +6 points and 2010 Produce by +9 points • Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +21% • Category average selling price (ASP) in 2012 was -7% lower than the 2010 ASP • Great Lakes Per Store Averages • 2012 Average dollars of $2,668 per store were +14% higher than 2011 and +10% higher since 2010 • 2012 Average units of 2,873 per store were +39% higher than 2011 and +19% higher than 2010’s average of 2,417 units per store • Great Lakes versus Total U.S. trends • Great Lakes’ 2012 category dollar trend of +12% was +3 points higher than the national average • Great Lakes’ 2012 category unit growth of +37% was +1 point higher than the national average • Great Lakes’ 2012 category ASP of $0.93/unit was +2% higher than the national average of $0.91/ unit

  4. Great LakesYTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +6 points and 2010 Produce by +9 points • 2011 versus 2010, Avocados underperformed Fruit by -3 points and Produce by -4 points • 2012 versus 2011, Avocados outpaced Fruit by +10 points and Produce by +12 points • 2012 versus 2010, Avocados dollars outpaced Fruit by +6 points and Produce by +9 points

  5. Great LakesYTD Q2 Avocado Retail Overview • Category dollars grew for 2 consecutive years, +0.2% in 2011 and +12% in 2012 for a net growth of +12% over 2010 • Category units declined -11% in 2011, but grew +37% in 2012 for a net growth +21% over 2010 • Category average selling price (ASP) increased +13% in 2011, but declined -18% in 2012 to $0.93/unit • 2012 ASP was -7% lower than the 2010 ASP

  6. Great Lakes vs. Total U.S.YTD Q2 PLU Comparisons • Great Lakes’ category unit growth of +37% was +1 point higher than the national average • Great Lakes’ growth was primarily driven by Bags which grew +10.5 million units • Great Lakes’ category dollar trend of +12% was +3 points higher than the national average • Great Lakes’ growth was primarily driven by PLU 4046 which grew +$4 million • Great Lakes’ 2012 category ASP of $0.93/unit was +2% higher than the national average of $0.91/ unit

  7. Great LakesYTD Q2 Category Per Store Averages • In 2012, per store dollar and unit averages exhibited growth from 2011 • 2012 Average dollars of $2,668 per store were +14% higher than 2011 and +10% higher than 2010 • 2012 Average units of 2,873 per store were +39% higher than 2011 and +19% higher than 2010’s average of 2,417 units per store

  8. Great Lakes2010 through Q2-2012Per Store Averages by Quarter: Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2012-Q2 at 2,767 units per store when ASP was $0.91/unit • The lowest quarter was 2010-Q4 at 1,593 units per store when ASP was $0.99/unit • ASP • Lowest ASP to date occurred during 2012-Q2, $0.91/unit • Highest ASP to date occurred during 2011-Q3, $1.27/unit

  9. Great Lakes Region HighlightsYTD Q2 • Overview based on the following markets: • Chicago, IL; Cincinnati, OH; Cleveland, OH; Columbus, OH; Detroit, MI • Great Lakes Overview • Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +6 points and 2010 Produce by +9 points • Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +21% • Category average selling price (ASP) in 2012 was -7% lower than the 2010 ASP • Great Lakes Per Store Averages • 2012 Average dollars of $2,668 per store were +14% higher than 2011 and +10% higher since 2010 • 2012 Average units of 2,873 per store were +39% higher than 2011 and +19% higher than 2010’s average of 2,417 units per store • Great Lakes versus Total U.S. trends • Great Lakes’ 2012 category dollar trend of +12% was +3 points higher than the national average • Great Lakes’ 2012 category unit growth of +37% was +1 point higher than the national average • Great Lakes’ 2012 category ASP of $0.93/unit was +2% 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

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