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NORTHEAST Region

NORTHEAST Region. 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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NORTHEAST Region

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  1. NORTHEAST Region 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. Northeast: Region Highlights - YTD Q2 • Overview based on the following geography: • The Northeast Region captures the Markets of Albany, Boston, Buffalo, Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia and Pittsburgh, plus additional cities not included in Markets • Northeast Overview • Avocado retail dollar average trends through Q2 outpaced Produce retail dollar trends • Category dollars grew +25% in 2013 and +23% in 2014 for a net growth of +54% over 2012 • Category units grew +38% in 2013 and +11% in 2014 for a net growth +52% over 2012 • Category average selling price (ASP) decreased -9% in 2013 and increased +11% in 2014 to $1.35/unit • Northeast Per Store Averages • 2014 Average dollars of $8,546 per store were +25% higher than 2013 and +54% higher than 2012 • 2014 Average units of 6,336 per store were +13% higher than 2013 and +53% higher than 2012 • Northeast versus Total U.S. trends • NE category unit growth of +11% was +8 points higher than the national average • NE category dollar trend of +23% was +5 points higher than the national average • NE 2014 category ASP of $1.35/unit was +22% higher than the national average of $1.11/unit

  4. Northeast: 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 +17 points • 2014 versus 2013, Avocados outpaced Produce by +19points • 2014 versus 2012, Avocado dollars grew +58% which outpaced Produce by +42 points

  5. Northeast: YTD Q2 Avocado Retail Overview Category dollars grew +25% in 2013 and +23% in 2014 for a net growth of +54% over 2012 Category units grew +38% in 2013 and +11% in 2014 for a net growth +52% over 2012 Category average selling price (ASP) decreased -9% in 2013 and increased +11% in 2014 to $1.35/unit

  6. Northeast vs. Total U.S.YTD Q2 PLU Comparisons • NE category unit growth of +11% was +8 points higher than the national average • NE growth was driven by Bagged Avocados, which grew +8 million units • NE category dollar trend of +23% was +5 points higher than the national average • NE growth was driven by PLU 4225 and Bagged Avocados, which collectively grew +$22 million • NE 2014 category ASP of $1.35/unit was +22% higher than the national average of $1.11/unit

  7. Northeast: YTD Q2 Category Per Store Averages • In 2014, per store dollar and unit averages exhibited growth over the prior years • 2014 Average dollars of $8,546 per store were +25% higher than 2013 and +54% higher than 2012 • 2014 Average units of 6,336 per store were +13% higher than 2013 and +53% higher than 2012

  8. Northeast: 2012 through Q2-2014 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2014-Q2 at 3,174 units per store when ASP was $1.43/unit • The lowest quarter was 2012-Q1 at 2,003 units per store when ASP was $1.26/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.16/unit • Highest ASP to date occurred during 2014-Q2, at $1.43/unit

  9. Northeast: Region Highlights - YTD Q2 • Overview based on the following geography: • The Northeast Region captures the Markets of Albany, Boston, Buffalo, Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia and Pittsburgh, plus additional cities not included in Markets • Northeast Overview • Avocado retail dollar average trends through Q2 outpaced Produce retail dollar trends • Category dollars grew +25% in 2013 and +23% in 2014 for a net growth of +54% over 2012 • Category units grew +38% in 2013 and +11% in 2014 for a net growth +52% over 2012 • Category average selling price (ASP) decreased -9% in 2013 and increased +11% in 2014 to $1.35/unit • Northeast Per Store Averages • 2014 Average dollars of $8,546 per store were +25% higher than 2013 and +54% higher than 2012 • 2014 Average units of 6,336 per store were +13% higher than 2013 and +53% higher than 2012 • Northeast versus Total U.S. trends • NE category unit growth of +11% was +8 points higher than the national average • NE category dollar trend of +23% was +5 points higher than the national average • NE 2014 category ASP of $1.35/unit was +22% higher than the national average of $1.11/unit

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