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

1. Avocado Regional Composite South Central 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. South Central: Region Highlights • Overview based on the following markets: • Dallas, TX; Houston, TX; Little Rock, AR • South Central Overview • Category units declined -16% in 2011, but grew +37% in 2012 • Category dollars experienced consecutive growth of +15% in 2011, and +5% in 2012 • Category average selling price (ASP) grew +36% to $1.04/unit in 2011, but decreased -23% to $0.80/unit in 2012 • The rolling 12-month average was 19.4 million units per month with an ASP of $1.03/unit • Volume peaked during Jan’12 at 31.9 million units, coinciding with when ASP was lowest at $0.74/unit • South Central Per Store Averages • In 2012, per store unit average of 27,100 has grown +15% (+3,600 units) since 2010 • In 2012, per store dollar average of $21,600 has grown +20% (+$3,600) since 2010 • South Central versus Total U.S. trends • South Central’s category unit trend of +37% was +11 points above the national average of +26% • South Central’s PLU 4225 was the main driver of their performance with a volume growth of +119% (+14.9 million units), outperforming the national average by +107 points • South Central’s category dollar trend of +5% was -2 points below the national average of +7% • South Central’s 2012 category ASP of $0.80/unit was -10% lower than the national average of $0.88/unit

4. South Central: Region Retail Sales Overview • Category units declined -16% in 2011, but grew +37% in 2012 • Category dollars experienced consecutive growth of +15% in 2011, and +5% in 2012 • Category average selling price (ASP) grew +36% to $1.04/unit in 2011, but decreased -23% to $0.80/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. South Central: Per Store Averages • In 2012, per store unit average of 27,100 has grown +15% (+3,600 units) since 2010 • ‘12 vs. ‘11: Units increased +37%, +7,200 units • ‘11 vs. ‘10: Units decreased -16%, -3,600 units • In 2012, per store dollar average of $21,600 has grown +20% (+$3,600) since 2010 • ‘12 vs. ‘11: Dollars increased +5%, +$980 • ‘11 vs. ‘10: Dollars increased +15%, +$2,600 +36.6% +14.8% +4.8% -15.5% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

6. South Central vs. Total U.S.: PLU Comparisons January – March: 2011 vs. 2012 • South Central’s category unit trend of +37% was +11 points above the national average of +26% • South Central’s PLU 4225, their #2 volume selling segment, unit trend of +119% was the main driver of its category performance, outperforming the national average by +107 points • South Central’s category dollar trend of +5% was -2 point below the national average of +7% • South Central’s 2012 category ASP of $0.80/unit was -10% lower than the national average Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. South CentralTotal Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 19.4 million units per month at $1.03/unit • The recent 6-months (Oct'11-Mar'12) showed an average of 22.5 million units each month, +38% higher than the prior 6-months average of 16.3 million units • ASP was the lowest during Jan’12 at $0.74/unit, coinciding with when volume peaked at 31.9 million units • The recent 6-months (Oct'11-Mar'12) showed an ASP of $0.85/unit, -34% lower than the prior 6-months which had an ASP of $1.28/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. South Central: Region Highlights • Overview based on the following markets: • Dallas, TX; Houston, TX; Little Rock, AR • South Central Overview • Category units declined -16% in 2011, but grew +37% in 2012 • Category dollars experienced consecutive growth of +15% in 2011, and +5% in 2012 • Category average selling price (ASP) grew +36% to $1.04/unit in 2011, but decreased -23% to $0.80/unit in 2012 • The rolling 12-month average was 19.4 million units per month with an ASP of $1.03/unit • Volume peaked during Jan’12 at 31.9 million units, coinciding with when ASP was lowest at $0.74/unit • South Central Per Store Averages • In 2012, per store unit average of 27,100 has grown +15% (+3,600 units) since 2010 • In 2012, per store dollar average of $21,600 has grown +20% (+$3,600) since 2010 • South Central versus Total U.S. trends • South Central’s category unit trend of +37% was +11 points above the national average of +26% • South Central’s PLU 4225 was the main driver of their performance with a volume growth of +119% (+14.9 million units), outperforming the national average by +107 points • South Central’s category dollar trend of +5% was -2 points below the national average of +7% • South Central’s 2012 category ASP of $0.80/unit was -10% lower than the national average of $0.88/unit

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