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WEST Region

WEST Region. Regional Composite. REGIONAL DATA REPORT JAN - JUN 2013 vs. 2012. Methodology. Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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WEST Region

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  1. WEST 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. West Region: Highlights - YTD through Q2 • Overview based on the following geography: • The West Region captures the Markets of Denver, Phoenix, Portland, Salt Lake City, Seattle and West Texas/New Mexico, plus additional cities not captured in those Markets • West Overview • Through Q2 2013, Avocado retail dollars outpaced Fruit by +2 points and Produce by +3 points • Category dollars were up +6% in 2012 and +13% in 2013 for a net growth of +19% over 2011 • Category units grew +26% in 2012 and +21% in 2013 for a net growth +52% over 2011 • Category average selling price (ASP) decreased -16% in 2012and -6% in 2013 to $0.85/unit • West Per Store Averages • 2013 Average dollars of $22,710 per store were +23% higher than 2012 and +29% higher than 2011 • 2013 Average units of 26,783 per store were +32% higher than 2012 and +64% higher than 2011 • West versus Total U.S. trends • WE category unit growth of +21% was on par with the national average • WE category dollar trend of +13% was -1 point lower than the national average • WE 2013 category ASP of $0.85/unit was -13% higher than the national average of $0.97/unit

  4. West: YTD through Q2Retail Dollar Trend Comparisons • Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +6% outpaced Fruit by +2 points and Produce by +5 points • 2013 versus 2012, Avocado dollar growth of +13% outpaced Fruit by +2 points and Produce by +3 points • 2013 versus 2011, Avocados dollar growth of +19% outpaced Fruit by +5 points and Produce by +9 points

  5. West: YTD through Q2 Avocado Retail Overview Category dollars were up +6% in 2012 and +13% in 2013 for a net growth of +19% over 2011 Category units grew +26% in 2012 and +21% in 2013 for net growth of +52% over 2011 Category average selling price (ASP) decreased -16% in 2012and -7% in 2013 to $0.85/unit

  6. West vs. Total U.S. YTD through Q2 PLU Comparisons • WE category unit growth of +21% was on par with the national average • WE growth was primarily driven by PLU 4225 which grew +27 million units • WE category dollar trend of +13% was -1 point lower than the national average • WE growth was primarily driven by PLU 4225 which grew +$28 million • WE 2013 category ASP of $0.85/unit was -13% lower than the national average of $0.97/unit

  7. West: 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 $22,710 per store were +23% higher than 2012 and +29% higher than 2011 • 2013 Average units of 26,783 per store were +32% higher than 2012 and +64% higher than 2011

  8. West: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 14,593 units per store when ASP was $0.86/unit • The lowest quarter was 2011-Q3 at 6,851 units per store when ASP was at its highest point, $1.35/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $0.84/unit • Highest ASP to date occurred during 2011-Q3, $1.35/unit

  9. West Region: Highlights - YTD through Q2 • Overview based on the following geography: • The West Region captures the Markets of Denver, Phoenix, Portland, Salt Lake City, Seattle and West Texas/New Mexico, plus additional cities not captured in those Markets • West Overview • Through Q2 2013, Avocado retail dollars outpaced Fruit by +2 points and Produce by +3 points • Category dollars were up +6% in 2012 and +13% in 2013 for a net growth of +19% over 2011 • Category units grew +26% in 2012 and +21% in 2013 for a net growth +52% over 2011 • Category average selling price (ASP) decreased -16% in 2012and -6% in 2013 to $0.85/unit • West Per Store Averages • 2013 Average dollars of $22,710 per store were +23% higher than 2012 and +29% higher than 2011 • 2013 Average units of 26,783 per store were +32% higher than 2012 and +64% higher than 2011 • West versus Total U.S. trends • WE category unit growth of +21% was on par with the national average • WE category dollar trend of +13% was -1 point lower than the national average • WE 2013 category ASP of $0.85/unit was -13% lower than the national average of $0.97/unit

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