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GREAT LAKES Region

GREAT LAKES Region. Regional Composite. REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013. Methodology. IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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GREAT LAKES Region

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  1. GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013

  2. Methodology • 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 • 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, Produce = Total Produce including Avocados • Timeframe: YTD Q1 (January – March) 2014 • 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. Great Lakes: Region Highlights - YTD Q1 • Overview based on the following geography: • The Great LakesRegion captures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in Markets • Great Lakes Overview • Avocado retail dollar trends through Q1 outpaced Produce retail dollar trends in 2014 • Category dollars grew +22% in 2013 and +23% in 2014 for a net growth of +51% over 2012 • Category units grew +36% in 2013 an +11% in 2014 for a net growth +52% over 2012 • Category average selling price (ASP) declined -10% in 2013 and increased +11% in 2014 to $1.13/unit • Great Lakes Per Store Averages • 2014 Average dollars of $2,971 per store were 21% higher than 2013 and +44% higher than 2012 • 2014 Average units of 2,628 per store were +9% higher than 2013 and +45% higher than 2012 • Great Lakes versus Total U.S. trends • GL category unit growth of +11% was +3points higher than the national average • GL category dollar trend of +23% was +4 points higher than the national average • GL 2014 category ASP of $1.13/unit was +8% higher than the national average of $1.05/unit

  4. Great Lakes: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Produce • Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends • 2013 versus 2012, Avocados outpaced Produce by +11 points • 2014 versus 2013, Avocados outpaced Produce by +19 points • 2014 versus 2012, Avocado dollars grew +51%, which outpaced Produce by +35 points

  5. Great Lakes: YTD Q1 Avocado Retail Overview Category dollars grew +22% in 2013 and +23% in 2014 for a net growth of +51% over 2012 Category units grew +36% in 2013 +11% in 2014 for a net growth +52% over 2012 Category average selling price (ASP) declined -10% in 2013 and increased +11% in 2014 to $1.13/unit

  6. Great Lakes vs. Total U.S.YTD Q1 PLU Comparisons • GL category unit growth of +11% was +3 points higher than the national average • GL growth was driven by PLUs 4046 and Bagged Avocados, which collectively grew +3 million units • GL category dollar trend of +23% was +4 points higher than the national average • GL growth was driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew $7 million • GL 2014 category ASP of $1.13/unit was +8% higher than the national average of $1.05/unit • All PLUs, except Other, exhibited double-digit ASP growth rates

  7. Great Lakes: YTD Q1 Category Per Store Averages • In 2014, per store dollar and unit averages were higher than the prior years • 2014 Average dollars of $2,971 per store were 21% higher than 2013 and +44% higher than 2012 • 2014 Average units of 2,628 per store were +9% higher than 2013 and +45% higher than 2012

  8. Great Lakes: 2012 through Q1-2014 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 2,786 units per store when ASP was $1.05/unit • The lowest quarter was 2013-Q4 at 1,794 units per store when ASP was $1.27/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.02/unit • Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.27/unit

  9. Great Lakes: Region Highlights - YTD Q1 • Overview based on the following geography: • The Great LakesRegion captures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in Markets • Great Lakes Overview • Avocado retail dollar trends through Q1 outpaced Produce retail dollar trends in 2014 • Category dollars grew +22% in 2013 and +23% in 2014 for a net growth of +51% over 2012 • Category units grew +36% in 2013 an +11% in 2014 for a net growth +52% over 2012 • Category average selling price (ASP) declined -10% in 2013 and increased +11% in 2014 to $1.13/unit • Great Lakes Per Store Averages • 2014 Average dollars of $2,971 per store were 21% higher than 2013 and +44% higher than 2012 • 2014 Average units of 2,628 per store were +9% higher than 2013 and +45% higher than 2012 • Great Lakes versus Total U.S. trends • GL category unit growth of +11% was +3points higher than the national average • GL category dollar trend of +23% was +4 points higher than the national average • GL 2014 category ASP of $1.13/unit was +8% higher than the national average of $1.05/unit

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