MIDSOUTH Region

1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN - SEPT 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 and Q3 (January – September) 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. Midsouth Region: Highlights - YTD through Q3 • Overview based on the following geography: • The Midsouth Region captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in thoseMarkets • Midsouth Overview • Through Q3 2013, Avocado retail dollars trended ahead of Fruit by +12 points and Produce by +13 points • Category dollars were up +13% in 2012 and +21% in 2013 for a net growth of +37% over 2011 • Category units grew +37% in 2012 and +22% in 2013 for a net growth +67% over 2011 • Category average selling price (ASP) decreased -18% in 2012and -1% in 2013 to $1.17/unit • Midsouth Per Store Averages • 2013 Average dollars of $9,875 per store were +14% higher than 2012 and +23% higher than 2011 • 2013 Average units of 8,458 per store were +15% higher than 2012 and +51% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +22% was +6 points higher than the national average • MS category dollar trend of +21% was +7 points higher than the national average • MS 2013 category ASP of $1.17/unit was +15% higher than the national average of $1.01/unit

4. Midsouth: YTD through Q3Retail Dollar Trend Comparisons • Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +13% outpaced Fruit by +8 points and Produce by +11 points • 2013 versus 2012, Avocado dollar growth of +21% outpaced Fruit by +12 points and Produce by +13 points • 2013 versus 2011, Avocados dollar growth of +37% outpaced Fruit by +22 points and Produce by +26 points

5. Midsouth: YTD through Q3 Avocado Retail Overview Category dollars were up +13% in 2012 and +21% in 2013 for a net growth of +37% over 2011 Category units grew +37% in 2012 and +22% in 2013 for net growth of +67% over 2011 Category average selling price (ASP) decreased -18% in 2012and -1% in 2013 to $1.17/unit

6. Midsouth vs. Total U.S. YTD through Q3 PLU Comparisons • MS category unit growth of +22% was +6 points higher than the national average • MS growth was primarily driven by PLU 4225 which grew +15 million units • MS category dollar trend of +21% was +7 points higher than the national average • MS growth was primarily driven by PLU 4225 which grew +$17 million • MS 2013 category ASP of $1.17/unit was +15% higher than the national average of $1.01/unit

7. Midsouth: YTD through Q3 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $9,875 per store were +14% higher than 2012 and +23% higher than 2011 • 2013 Average units of 8,458 per store were +15% higher than 2012 and +51% higher than 2011 * Per store averages are based on stores selling

8. Midsouth: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 3,102 units per store when ASP was $1.13/unit • The lowest quarter was 2011-Q3 at 1,749 units per store when ASP was at its highest point, $1.60/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.08/unit • Highest ASP to date occurred during 2011-Q3, $1.60/unit * Per store averages are based on stores selling

9. Midsouth Region: Highlights - YTD through Q3 • Overview based on the following geography: • The Midsouth Region captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in thoseMarkets • Midsouth Overview • Through Q3 2013, Avocado retail dollars trended ahead of Fruit by +12 points and Produce by +13 points • Category dollars were up +13% in 2012 and +21% in 2013 for a net growth of +37% over 2011 • Category units grew +37% in 2012 and +22% in 2013 for a net growth +67% over 2011 • Category average selling price (ASP) decreased -18% in 2012and -1% in 2013 to $1.17/unit • Midsouth Per Store Averages • 2013 Average dollars of $9,875 per store were +14% higher than 2012 and +23% higher than 2011 • 2013 Average units of 8,458 per store were +15% higher than 2012 and +51% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +22% was +6 points higher than the national average • MS category dollar trend of +21% was +7 points higher than the national average • MS 2013 category ASP of $1.17/unit was +15% higher than the national average of $1.01/unit