Avocado Regional Composite TOTAL U.S. January – March 2010 vs. 2011 vs. 2012

1. Avocado Regional Composite TOTAL U.S. January – March 2010 vs. 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. Total U.S.: Highlights • Total U.S. Overview • Category units declined -7% in 2011, but grew +26% in 2012 • Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012 • Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but declined -15% to $0.88/unit in 2012 • The rolling 12-month average was 107.9 million units per month with an ASP of $1.10/unit • Volume peaked in Jan’12 at 157.7 million units sold • ASP was the lowest during Feb’12 at $0.85/unit • Total U.S. Per Store Averages • In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010 • In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010 • Total U.S. trends • In 2012, category units increased +62.1 million units since 2010 • ‘12 vs. ‘11: +26% (+85.1 million) • ‘11 vs. ‘10: -7% (-23.0 million) • In 2012, category dollars increased +$53.2 million since 2010 • ‘12 vs. ‘11: +7% (+$22.1 million) • ‘11 vs. ‘10: +10% (+$31.1 million) • The 2012 category ASP of $0.88/unit decreased -15% from 2011, and was slightly lower than 2010

4. Total U.S.: Retail Sales Overview • Category units declined -7% in 2011, but grew +26% in 2012 • Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012 • Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but decreased -15% to $0.88/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. Total U.S.: Per Store Averages • In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010 • ‘12 vs. ‘11: Units increased +26%, +2,600 units • ‘11 vs. ‘10: Units decreased -7%, -710 units • In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010 • ‘12 vs. ‘11: Dollars increased +7%, +$680 • ‘11 vs. ‘10: Dollars increased +10%, +$950 -6.6% +10.0% +6.5% +25.9% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

6. Total U.S.: PLU ComparisonsJanuary – March: ‘10 vs. ‘11 vs. ‘12 • In 2012, category units increased +62.1 million units since 2010 • ‘12 vs. ‘11: +26% (+85.1 million units) • ‘11 vs. ‘10: -7% (-23.0 million units) • In 2012, category dollars increased +$53.2 million since 2010 • ‘12 vs. ‘11: +7% (+$22.1 million) • ‘11 vs. ‘10: +10% (+$31.1 million) • The 2012 category ASP of $0.88/unit decreased -15% from 2011, and it was slightly lower than 2010 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. Total U.S.Total Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 107.9 million units per month at $1.10/unit • The recent 6-months (Oct’11-Mar’12) showed an average of 119.8 million units each month, +25% higher than the prior 6-months average of 96.1 million units • Jan’12 was the peak of the 12 months observed with 157.7 million units sold • ASP was lowest during Feb’12 at $0.85/unit • The recent 6-months (Oct’11-Mar’12) showed an ASP of $0.92/unit, -30% lower than the prior 6-months which had an ASP of $1.31/unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. Total U.S.: Highlights • Total U.S. Overview • Category units declined -7% in 2011, but grew +26% in 2012 • Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012 • Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but declined -15% to $0.88/unit in 2012 • The rolling 12-month average was 107.9 million units per month with an ASP of $1.10/unit • Volume peaked in Jan’12 at 157.7 million units sold • ASP was the lowest during Feb’12 at $0.85/unit • Total U.S. Per Store Averages • In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010 • In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010 • Total U.S. trends • In 2012, category units increased +62.1 million units since 2010 • ‘12 vs. ‘11: +26% (+85.1 million) • ‘11 vs. ‘10: -7% (-23.0 million) • In 2012, category dollars increased +$53.2 million since 2010 • ‘12 vs. ‘11: +7% (+$22.1 million) • ‘11 vs. ‘10: +10% (+$31.1 million) • The 2012 category ASP of $0.88/unit decreased -15% from 2011, and was slightly lower than 2010

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