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MIDSOUTH Region

MIDSOUTH 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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MIDSOUTH Region

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  1. MIDSOUTH 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. Midsouth: Region Highlights - YTD Q1 • Overview based on the following geography: • TheMidsouthRegion captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in Markets • Midsouth Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012 • Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012 • Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit • Midsouth Per Store Averages • 2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012 • 2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012 • Midsouth versus Total U.S. trends • MS category unit growth of +18% was +10 points higher than the national average • MS category dollar trend of +32% was +12 points higher than the national average • MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit

  4. Midsouth: 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 +8 points • 2014 versus 2013, Avocados outpaced Produce by +27 points • 2014 versus 2012, Avocados outpaced Produce by +39 points

  5. Midsouth: YTD Q1 Avocado Retail Overview Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012 Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012 Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit

  6. Midsouth vs. Total U.S.YTD Q1 PLU Comparisons • MS category unit growth of +18% was +10 points higher than the national average • MS growth was driven by PLU 4225 and bagged avocados, which grew +5 million units • MS category dollar trend of +32% was +12 points higher than the national average • MS growth was driven by PLU 4225 and bagged avocados, which grew +$7 million • MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit

  7. Midsouth: YTD Q1 Category Per Store Averages • In 2014, per store dollar and unit averages exhibited growth over the prior years • 2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012 • 2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012

  8. Midsouth: 2012 through Q1-2014 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2014-Q1 at 2,549 units per store when ASP was $1.19/unit • The lowest quarter was 2013-Q4 at 1,826 units per store when ASP was at its highest, $1.29/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.07/unit • Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.29/unit

  9. Midsouth: Region Highlights - YTD Q1 • Overview based on the following geography: • TheMidsouthRegion captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in Markets • Midsouth Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012 • Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012 • Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit • Midsouth Per Store Averages • 2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012 • 2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012 • Midsouth versus Total U.S. trends • MS category unit growth of +18% was +10 points higher than the national average • MS category dollar trend of +32% was +12 points higher than the national average • MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit

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