Avocado Regional Composite South Central Region 2012 YTD Q2 (January – June)

1. Avocado Regional Composite South Central Region2012 YTD Q2 (January – June) Prepared by: Fusion Marketing

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 Quarters unless otherwise noted • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Retail data provided by SymphonyIRI Group / FreshLook Marketing • Important Note: SymphonyIRI Group / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews

3. South Central Region HighlightsYTD Q2 • Overview based on the following markets: • Dallas, TX; Houston, TX; Little Rock, AR • South Central Overview • Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years • Category dollars grew for 2 consecutive years, for net growth of +18% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +6% • Category average selling price (ASP) in 2012 was +11% higher than the 2010 ASP • South Central Per Store Averages • 2012 Average dollars of $5,152 per store were +6% higher than 2011 and +16% higher than 2010 • 2012 Average units of 5,924 per store were +38% higher than 2011 and +4% higher than 2010’s average of 5,681 units per store • South Central versus Total U.S. trends • South Central’s 2012 category dollar trend of +9% was in-line with the national average • South Central’s 2012 category unit growth of +42% was +6 points higher than the national average • South Central’s 2012 category ASP of $0.87/unit was -5% lower than the national average of $0.91/ unit

4. South CentralYTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends for 2 consecutive years • 2011 versus 2010, Avocados outpaced Fruit and Produce by +3 points. • 2012 versus 2011, Avocados outpaced Fruit by +9 points and Produce by +11 points • 2012 versus 2010, Avocados dollars grew +18% which outpaced Fruit by +14 points and Produce by +15 points

5. South CentralYTD Q2 Avocado Retail Overview • Category dollars grew for 2 consecutive years, +8% in 2011 and +9% in 2012 for a net growth of +18% over 2010 • Category units declined -26% in 2011, but grew +42% in 2012 for a net growth +6% over 2010 • Category average selling price (ASP) increased +46% in 2011, but declined -24% in 2012 to $.087/unit • 2012 ASP was +11% higher than the 2010 ASP

6. South Central vs. Total U.S.YTD Q2 PLU Comparisons • South Central’s category unit growth of +42% was +6 points higher than the national average • South Central’s growth was primarily driven by PLU 4225 which grew +38.2 million units • South Central’s category dollar trend of +9% was in-line with the national average • South Central’s growth was primarily driven by PLU 4225 which grew +$38.7 million • South Central’s 2012 category ASP of $0.87/unit was -5% lower than the national average of $0.91/ unit

7. South CentralYTD Q2 Category Per Store Averages • In 2012, per store dollar and unit averages exhibited growth from 2011 • 2012 Average dollars of $5,152 per store were +6% higher than 2011 and +16% higher than 2010 • 2012 Average units of 5,924 per store were +38% higher than 2011 and +4% higher than 2010’s average of 5,681 units per store

8. South Central2010 through Q2-2012Per Store Averages by Quarter: Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2010-Q2 at 5,704 units per store when ASP was $0.80/unit • The lowest quarter was 2011-Q2 at 3,285 units per store when ASP was $1.26/unit • ASP • Lowest ASP to date occurred during 2010-Q1, $0.76/unit • Highest ASP to date occurred during 2011-Q3, $1.30/unit

9. South Central Region HighlightsYTD Q2 • Overview based on the following markets: • Dallas, TX; Houston, TX; Little Rock, AR • South Central Overview • Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years • Category dollars grew for 2 consecutive years, for net growth of +18% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +6% • Category average selling price (ASP) in 2012 was +11% higher than the 2010 ASP • South Central Per Store Averages • 2012 Average dollars of $5,152 per store were +6% higher than 2011 and +16% higher than 2010 • 2012 Average units of 5,924 per store were +38% higher than 2011 and +4% higher than 2010’s average of 5,681 units per store • South Central versus Total U.S. trends • South Central’s 2012 category dollar trend of +9% was in-line with the national average • South Central’s 2012 category unit growth of +42% was +6 points higher than the national average • South Central’s 2012 category ASP of $0.87/unit was -5% lower than the national average of $0.91/ unit

10. 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 Quarters unless otherwise noted