SOUTH CENTRAL Region

1. SOUTH CENTRAL Region Regional Composite REGIONAL DATA REPORT JAN - JUN 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 and Q2 (January – June) 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. South Central Region: Highlights - YTD through Q2 • Overview based on the following geography: • The South Central Region captures the Markets of Dallas, Houston and New Orleans, plus additional cities not included in those Markets • South Central Overview • Through Q2 2013, Avocado retail dollars trended behind both Fruit and Produce by -3 points • Category dollars were up +7% in 2012 and +4% in 2013 for a net growth of +11% over 2011 • Category units grew +32% in 2012 and +12% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $0.79/unit • South Central Per Store Averages • 2013 Average dollars of $11,383 per store were +6% higher than 2012 and +12% higher than 2011 • 2013 Average units of 14,328 per store were +15% higher than 2012 and +49% higher than 2011 • South Central versus Total U.S. trends • SC category unit growth of +12% was -8 points lower than the national average • SC category dollar trend of +4% was -10 points lower than the national average • SC 2013 category ASP of $0.79/unit was -18% lower than the national average of $0.97/unit

4. South Central: YTD through Q2Retail Dollar Trend Comparisons • Avocado retail dollars through Q2 2013 trended behind Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +7% outpaced Fruit by +5 points and Produce by +8 points • 2013 versus 2012, Avocado dollar growth of +4% trended behind both Fruit and Produce by -3 points • 2013 versus 2011, Avocados dollar growth of +11% outpaced Fruit by +2 points and Produce by +5 points

5. South Central: YTD through Q2 Avocado Retail Overview Category dollars were up +7% in 2012 and +4% in 2013 for a net growth of +11% over 2011 Category units grew +32% in 2012 and +12% in 2013 for net growth of +48% over 2011 Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $0.79/unit

6. South Central vs. Total U.S. YTD through Q2 PLU Comparisons • SC category unit growth of +12% was -8 points lower than the national average • SC growth was primarily driven by PLU 4770 which grew +8 million units • SC category dollar trend of +4% was -10 points lower than the national average • SC growth was primarily driven by PLU 4770 which grew +$7 million • SC 2013 category ASP of $0.79/unit was -18% lower than the national average of $0.97/unit

7. South Central: YTD through Q2 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $11,383 per store were +6% higher than 2012 and +12% higher than 2011 • 2013 Average units of 14,328 per store were +15% higher than 2012 and +49% higher than 2011

8. South Central: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 7,351 units per store when ASP was $0.81/unit • The lowest quarter was 2011-Q3 at 4,134 units per store when ASP was at its highest point, $1.27/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $0.78/unit • Highest ASP to date occurred during 2011-Q3, $1.27/unit

9. South Central Region: Highlights - YTD through Q2 • Overview based on the following geography: • The South Central Region captures the Markets of Dallas, Houston and New Orleans, plus additional cities not included in those Markets • South Central Overview • Through Q2 2013, Avocado retail dollars trended behind both Fruit and Produce by -3 points • Category dollars were up +7% in 2012 and +4% in 2013 for a net growth of +11% over 2011 • Category units grew +32% in 2012 and +12% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $0.79/unit • South Central Per Store Averages • 2013 Average dollars of $11,383 per store were +6% higher than 2012 and +12% higher than 2011 • 2013 Average units of 14,328 per store were +15% higher than 2012 and +49% higher than 2011 • South Central versus Total U.S. trends • SC category unit growth of +12% was -8 points lower than the national average • SC category dollar trend of +4% was -10 points lower than the national average • SC 2013 category ASP of $0.79/unit was -18% lower than the national average of $0.97/unit