SOUTH CENTRAL Region

1. SOUTH CENTRAL 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. South Central: Region Highlights - YTD Q1 • Overview based on the following geography: • The South Central Region captures the Markets of Dallas, Houston and New Orleans, plus additional cities not included in Markets • South Central Overview • Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail dollar trends • Category dollars grew +5% in 2012 and +6% in 2013 for a net growth of +11% over 2011 • Category units grew +27% in 2012 and +8% in 2013 for for a net growth +38% over 2011 • Category average selling price (ASP) declined -18% in 2012 and -3% in 2013 to $0.78/unit • South Central Per Store Averages • 2012 Average dollars of $5,462 per store were +8% higher than 2012 and +10% higher than 2011 • 2012 Average units of 6,977 per store were +11% higher than 2012 and +37% higher than 2011 • South Central versus Total U.S. trends • SC category unit growth of +8% was -10 points lower than the national average • SC category dollar trend of +6% was -8 points lower than the national average • SC 2013 category ASP of $0.78/unit was -17% lower than the national average of $0.95/unit

4. South Central: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar trends through Q1 slightly outpaced Fruit and Produce retail dollar trends • 2012 versus 2011, Avocados outpaced Fruit by +9 points and Produce by +7 points • 2013 versus 2012, Avocados outpaced both Fruit and Produce by +1 point • 2013 versus 2011, Avocado dollars grew +11%, which outpaced Fruit by +10 points and Produce by +9 points

5. South Central: YTD Q1 Avocado Retail Overview Category dollars grew +5% in 2012 and +6% in 2013 for a net growth of +11% over 2011 Category units grew +27% in 2012 and +8% in 2013 for a net growth of +38% over 2011 Category average selling price (ASP) declined -18% in 2012 and -3% in 2013 to $0.78/unit

6. South Central vs. Total U.S.YTD Q1 PLU Comparisons • SC category unit growth of +8% was -10 points lower than the national average • SC lower growth trend was primarily driven by PLU 4046, which declined -14% or nearly -5 million units • SC category dollar trend of +6% was -9 points lower than the national average • SC lower growth trend was primarily driven by declines by PLU 4046, which declined -22% or over -$4 million dollars • SC 2013 category ASP of $0.78/unit was -18% lower than the national average of $0.95/unit

7. South Central: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior years • 2013 Average dollars of $5,462 per store were +8% higher than 2012 and +10% higher than 2011 • 2013 Average units of 6,977 per store were +11% higher than 2012 and +37% higher than 2011

8. South Central: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q1 at 6,977 units per store when ASP was $0.78/unit • The lowest quarter was 2011-Q3 at 4,134 units per store when ASP was at its highest, $1.27/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $0.78/unit • Highest ASP to date occurred during 2011-Q3, $1.27/unit

9. South Central: Region Highlights - YTD Q1 • Overview based on the following geography: • The South Central Region captures the Markets of Dallas, Houston and New Orleans, plus additional cities not included in Markets • South Central Overview • Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail dollar trends • Category dollars grew +5% in 2012 and +6% in 2013 for a net growth of +11% over 2011 • Category units grew +27% in 2012 and +8% in 2013 for for a net growth +38% over 2011 • Category average selling price (ASP) declined -18% in 2012 and -3% in 2013 to $0.78/unit • South Central Per Store Averages • 2012 Average dollars of $5,462 per store were +8% higher than 2012 and +10% higher than 2011 • 2012 Average units of 6,977 per store were +11% higher than 2012 and +37% higher than 2011 • South Central versus Total U.S. trends • SC category unit growth of +8% was -10 points lower than the national average • SC category dollar trend of +6% was -8 points lower than the national average • SC 2013 category ASP of $0.78/unit was -17% lower than the national average of $0.95/unit