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TOTAL U.S.

TOTAL U.S. Regional Composite. REGIONAL DATA REPORT JAN – JUN 2014 vs. 2013. Methodology. IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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TOTAL U.S.

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  1. TOTAL U.S. Regional Composite REGIONAL DATA REPORT JAN – JUN 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 Q2 (January – June) 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. Total U.S.: Highlights - YTD Q2 • Overview based on the following Regions: • California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West • Total U.S. Overview • Avocado retail dollar trends through Q2 outpaced Produce retail dollar trends • 2014 versus 2013, Avocado dollars grew +18%, which outpaced Produce by +11 points • Total U.S. 2014 category units were +3% higher than prior year and +24% higher than 2012 • Growth from 2012 to 2014 was driven by PLUs 4046 and Bagged Avocados for a combined +65 million units • Total U.S. 2014 category dollars were +18% higher than prior year and +34% higher than 2012 • Growth from 2012 to 2014 was primarily driven by PLU 4046, 4225 and bagged avocados which collectively grew +$131 million • Total U.S. 2014 category ASP of $1.11/unit was +14% higher than prior year and +8% higher than 2012 • Total U.S. Per Store Averages • 2014 Average Dollars of $9,599 per store were +16% higher than 2013 and +30% higher than 2012 • 2014 Average Units of 8,653 per store were +2% higher than 2013 and +21% higher than 2012

  4. Total U.S.: YTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Produce • Avocado retail dollar trends through Q2 2014 outpaced Produce retail dollar trends • 2013 versus 2012, Avocados outpaced Produce by +6 points • 2014 versus 2013, Avocados outpaced Produce by +11 points • 2014 versus 2012, Avocado dollars grew +34%, which outpaced Produce by +19 points

  5. Total U.S.: YTD Q2 Avocado Retail Overview Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +34% over 2012 Category units grew +20% in 2013,and +3% in 2014 for a net growth of +24% over 2012 Category average selling price (ASP) decreased -5% in 2013 and increased +14% in 2014 to $1.11/unit

  6. Total U.S.: YTD Q2 PLU Comparisons • Avocado Retail Units increased by +3% and nearly +24 million units in Q2 2014 vs. 2013. Growth was driven by PLUs 4046 and Bagged Avocados for a combined +65 million units • PLU 4770 declined -49% for a loss of -28 million units • Avocado Retail Dollars increased by +18% and +$128 million dollars in Q2 2014 vs. 2013. Growth was primarily driven by PLU 4046, 4225 and bagged avocados which collectively grew +$131 million • PLU 4046 had the largest Retail Dollar increase at +$70 million • PLU 4770 had an decrease of -26% or -$11 million • All PLUs increased in price vs. 2013, but PLU 4770 saw the biggest increase, +47% to $1.90/unit

  7. Total U.S.: YTD Q2 Category Per Store Averages • In 2014, per store dollar and unit averages exhibited growth over the prior years • 2014 Average Dollars of $9,599 per store were +16% higher than 2013 and +30% higher than 2012 • 2014 Average Units of 8,653 per store were +2% higher than 2013 and +21% higher than 2012

  8. Total U.S.: 2012 through Q2-2014 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 4,454 units per store when ASP was $1.00/unit • The lowest quarter was 2013-Q4 at 3,256 units per store when ASP was at its highest, $1.13/unit • ASP • Lowest ASP to date occurred during 2013-Q1 at $0.95/unit • Highest ASP to date occurred during 2014-Q2 at $1.17/unit

  9. Total U.S.: Highlights - YTD Q2 • Overview based on the following Regions: • California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West • Total U.S. Overview • Avocado retail dollar trends through Q2 outpaced Produce retail dollar trends • 2014 versus 2013, Avocado dollars grew +18%, which outpaced Produce by +11 points • Total U.S. 2014 category units were +3% higher than prior year and +24% higher than 2012 • Growth from 2012 to 2014 was driven by PLUs 4046 and Bagged Avocados for a combined +65 million units • Total U.S. 2014 category dollars were +18% higher than prior year and +34% higher than 2012 • Growth from 2012 to 2014 was primarily driven by PLU 4046, 4225 and bagged avocados which collectively grew +$131 million • Total U.S. 2014 category ASP of $1.11/unit was +14% higher than prior year and +8% higher than 2012 • Total U.S. Per Store Averages • 2014 Average Dollars of $9,599 per store were +16% higher than 2013 and +30% higher than 2012 • 2014 Average Units of 8,653 per store were +2% higher than 2013 and +21% higher than 2012

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