SOUTHEAST Region

1. SOUTHEAST 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. Southeast Region: Highlights - YTD through Q3 • Overview based on the following geography: • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in thoseMarkets • Southeast Overview • Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 points • Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011 • Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011 • Category average selling price (ASP) decreased -22% in 2012and -4% in 2013 to $1.19/unit • Southeast Per Store Averages • 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011 • 2013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011 • Southeast versus Total U.S. trends • SE category unit growth of +26% was +10 points higher than the national average • SE category dollar trend of +22% was +8 points higher than the national average • SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit

4. Southeast: YTD through Q3Retail Dollar Trend Comparisons • Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocado dollar growth of +7% outpaced Fruit by +2 points and Produce by +4 points • 2013 versus 2012, Avocado dollar growth of +22% outpaced Fruit by +11 points and Produce by +12 points • 2013 versus 2011, Avocados dollar growth of +30% outpaced Fruit by +14 points and Produce by +18 points

5. Southeast: YTD through Q3 Avocado Retail Overview Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011 Category units grew +36% in 2012 and +26% in 2013 for net growth of +72% over 2011 Category average selling price (ASP) decreased -22% in 2012and -4% in 2013 to $1.19/unit

6. Southeast vs. Total U.S. YTD through Q3 PLU Comparisons • SE category unit growth of +26% was +10 points higher than the national average • SE growth was primarily driven by PLU 4046 which grew +13 million units • SE category dollar trend of +22% was +8 points higher than the national average • SE growth was primarily driven by PLU 4046 which grew +$18 million • SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit

7. Southeast: 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 $10,161 per store were +18% higher than 2012 and +21% higher than 2011 • 2013 Average units of 8,530 per store were +22% higher than 2012 and +60% higher than 2011 * Per store averages are based on stores selling

8. Southeast: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 2,978 units per store when ASP was $1.15/unit • The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its highest point, $1.67/unit • ASP • Lowest ASP to date occurred during 2013-Q1 and 2013-Q2, $1.15/unit • Highest ASP to date occurred during 2011-Q2, $1.67/unit * Per store averages are based on stores selling

9. Southeast Region: Highlights - YTD through Q3 • Overview based on the following geography: • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in thoseMarkets • Southeast Overview • Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 points • Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011 • Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011 • Category average selling price (ASP) decreased -22% in 2012and -4% in 2013 to $1.19/unit • Southeast Per Store Averages • 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011 • 2013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011 • Southeast versus Total U.S. trends • SE category unit growth of +26% was +10 points higher than the national average • SE category dollar trend of +22% was +8 points higher than the national average • SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit