Avocado Regional Composite MidSouth Region January – March: 2011 vs. 2012

1. Avocado Regional Composite MidSouth Region January – March: 2011 vs. 2012

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 Year (Jan-Mar) unless otherwise noted • Market compositions are provided by SymphonyIRI Group • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Retail data provided by SymphonyIRI Group / FreshLook Marketing • Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews

3. MidSouth: Region Highlights • Overview based on the following markets: • Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA • MidSouth Overview • The MidSouth was the only region to experience a year-over-year growth in volume and dollar • Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012 • Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012 • Category average selling price (ASP) experienced double-digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012 • The rolling 12-month average was 9.9 million units per month with an ASP of $0.99/unit • Volume peaked in Jan’12 with 14.5 million units sold, coinciding with when ASP was lowest at $0.82/unit • MidSouth Per Store Averages Overview • In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010 • In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010 • MidSouth versus Total U.S. trends • MidSouth’s category unit trend of +52% was +26 points above the national average of +26% • The MidSouth’s Bagged Avocados (#1 selling segment in units) was the main driver of its performance vs. the national average; its unit trend of +110% outperformed the national average by +63 points • MidSouth’s category dollar trend of +22% was +15 points above the national average of +7% • The MidSouth’s PLU 4046 (#2 selling segment in dollars) was the main driver of its performance vs. the national average; its dollar trend of +88% outperformed the national average by +52 points • MidSouth’s2012 category ASP of $0.84/unit was -4% lower than the national average

4. MidSouth: Region Retail Sales Overview • Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012 • Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012 • Category average selling price (ASP) experienced consecutive double- digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. MidSouth: Per Store Averages • In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010 • ‘12 vs. ‘11: Units increased +52%, +2,800 units • ‘11 vs. ‘10: Units increased +26%, +1,100 units • In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010 • ‘12 vs. ‘11: Dollars increased +22%, +$1,200 • ‘11 vs. ‘10: Dollars increased +13%, +$650 +51.8% +25.9% +12.8% +21.8% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

6. MidSouth vs. Total U.S.: PLU ComparisonsJanuary –March: 2011 vs. 2012 • MidSouth’s category unit trend of +52% was +26 points above the national average of +26% • MidSouth’s #1 selling size in units (Bagged Avocados) was the main driver to its category unit performance; its unit trend of +110% (+7.0 million units) outperformed the national average by +63 points • MidSouth’s category dollar trend of +22% was +15 points above the national average of +7% • MidSouth’s category dollar performance was driven by PLU 4046 (their #2 selling size in dollars) which increased +88% (+$5.1 million) over the prior year, outperforming the national average by +52 points • MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average of $0.88/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. MidSouthTotal Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 9.9 million units per month at $0.99/unit • The recent 6-months (Oct'11-Mar'12) showed an average of 10.4 million units each month, +11% above the prior 6-months average of 9.4 million units • ASP was lowest during Jan’12 at $0.82/unit, which coincides with when volume peaked at 14.5 million units sold • The recent 6-months (Oct'11-Mar'12) showed an ASP of $0.89/unit, was -21% lower than the prior 6-months which had an ASP of $1.11/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. MidSouth: Region Highlights • Overview based on the following markets: • Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA • MidSouth Overview • The MidSouth was the only region to experience a year-over-year growth in volume and dollar • Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012 • Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012 • Category average selling price (ASP) experienced double-digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012 • The rolling 12-month average was 9.9 million units per month with an ASP of $0.99/unit • Volume peaked in Jan’12 with 14.5 million units sold, coinciding with when ASP was lowest at $0.82/unit • MidSouth Per Store Averages Overview • In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010 • In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010 • MidSouth versus Total U.S. trends • MidSouth’s category unit trend of +52% was +26 points above the national average of +26% • The MidSouth’s Bagged Avocados (#1 selling segment in units) was the main driver of its performance vs. the national average; its unit trend of +110% outperformed the national average by +63 points • MidSouth’s category dollar trend of +22% was +15 points above the national average of +7% • The MidSouth’s PLU 4046 (#2 selling segment in dollars) was the main driver of its performance vs. the national average; its dollar trend of +88% outperformed the national average by +52 points • MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average

9. 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 Year (Jan-Mar) unless otherwise noted