PLAINS Region

1. PLAINS Region Regional Composite REGIONAL DATA REPORT JAN - SEPT 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, Q2 and Q3 (January – September) 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. Plains Region: Highlights - YTD through Q3 • Overview based on the following geography: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in thoseMarkets • Plains Overview • Through Q3 2013, Avocado retail dollars trended behind both Fruit and Produce by -2 points • Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011 • Category units grew +41% in 2012 and +15% in 2013 for a net growth +61% over 2011 • Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $1.07/unit • Plains Per Store Averages • 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011 • 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +15% was -1 point lower than the national average • PL category dollar trend of +5% was -8 points lower than the national average • PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit

4. Plains: YTD through Q3Retail Dollar Trend Comparisons • Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +14% outpaced Fruit by +8 points and Produce by +11 points • 2013 versus 2012, Avocado dollar growth of +5% underperformed both Fruit and Produce by -2 points • 2013 versus 2011, Avocados dollar growth of +20% outpaced Fruit by +7 points and Produce by +10 points

5. Plains: YTD through Q3 Avocado Retail Overview Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011 Category units grew +41% in 2012 and +15% in 2013 for net growth of +61% over 2011 Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $1.07/unit

6. Plains vs. Total U.S. YTD through Q3 PLU Comparisons • PL category unit growth of +15% was -1 point lower than the national average • PL growth was primarily driven by PLU 4046 which grew +4 million units • PL category dollar trend of +5% was -8 points lower than the national average • PL growth was primarily driven by PLU 4046 which grew +$3 million • PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit

7. Plains: YTD through Q3 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011 • 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011 * Per store averages are based on stores selling

8. Plains: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q3 at 3,523 units per store when ASP was $1.11/unit • The lowest quarter was 2011-Q3 at 1,788 units per store when ASP was at its highest point, $1.69/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.00/unit • Highest ASP to date occurred during 2011-Q3, $1.69/unit * Per store averages are based on stores selling

9. Plains Region: Highlights - YTD through Q3 • Overview based on the following geography: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in thoseMarkets • Plains Overview • Through Q3 2013, Avocado retail dollars trended behind both Fruit and Produce by -2 points • Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011 • Category units grew +41% in 2012 and +15% in 2013 for a net growth +61% over 2011 • Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $1.07/unit • Plains Per Store Averages • 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011 • 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +15% was -1 point lower than the national average • PL category dollar trend of +5% was -8 points lower than the national average • PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit