SOUTHEAST Region

1. SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR 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 (January – March) 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. Southeast: Region Highlights - YTD Q1 • Overview based on the following geography: • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in Markets • Southeast Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars declined -3% in 2012, but grew +23% in 2013 for a net growth of +19% over 2011 • Category units grew +12% in 2012 and +31% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -14% in 2012 and -6% in 2013 to $1.15/unit • Southeast Per Store Averages • 2013 Average dollars of $3,224 per store were +23% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,801 per store were +32% higher than 2012 and +44% higher than 2011 • Southeast versus Total U.S. trends • SE category unit growth of +31% was +14 points higher than the national average • SE category dollar trend of +23% was +9 points higher than the national average • SE 2013 category ASP of $1.15/unit was +22% higher than the national average of $0.95/unit

4. Southeast: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar trends through Q1 2013 outpaced Fruit and Produce retail dollar trends • 2012 versus 2011, Avocados outpaced Fruit by +1 point, but trended behind Produce by -1 point • 2013 versus 2012, Avocados outpaced both Fruit and Produce by +17 points • 2013 versus 2011, Avocado dollars grew +19% which outpaced Fruit by +17 points and Produce by +16 points

5. Southeast: YTD Q1 Avocado Retail Overview Category dollars declined -3% in 2012, but grew +23% in 2013 for a net growth of +19% over 2011 Category units grew +12% in 2012 and +31% in 2013 for a net growth +48% over 2011 Category average selling price (ASP) declined -14% in 2012 and -6% in 2013 to $1.15/unit

6. Southeast vs. Total U.S.YTD Q1 PLU Comparisons • SE category unit growth of +31% was +14 points higher than the national average • SE growth was primarily driven by PLU 4046 and Bagged Avocados, which collectively grew by nearly +7 million units • SE category dollar trend of +23% was +9 points higher than the national average • SE 2013 category ASP of $1.15/unit was +22% higher than the national average of $0.95/unit • SE PLU 4046 has an ASP of $1.15/unit, 62% higher than the national average

7. Southeast: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior years • 2013 Average dollars of $3,224 per store were +23% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,801 per store were +32% higher than 2012 and +44% higher than 2011

8. Southeast: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q1 at 2,801 units per store when ASP was $1.15/unit • The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its highest, $1.67/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.15/unit • Highest ASP to date occurred during 2011-Q2, $1.67/unit

9. Southeast: Region Highlights - YTD Q1 • Overview based on the following geography: • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in Markets • Southeast Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars declined -3% in 2012, but grew +23% in 2013 for a net growth of +19% over 2011 • Category units grew +12% in 2012 and +31% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -14% in 2012 and -6% in 2013 to $1.15/unit • Southeast Per Store Averages • 2013 Average dollars of $3,224 per store were +23% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,801 per store were +32% higher than 2012 and +44% higher than 2011 • Southeast versus Total U.S. trends • SE category unit growth of +31% was +14 points higher than the national average • SE category dollar trend of +23% was +9 points higher than the national average • SE 2013 category ASP of $1.15/unit was +22% higher than the national average of $0.95/unit