GREAT LAKES Region

1. GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN – MAR 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 (January – March) 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. Great Lakes: Region Highlights - YTD Q1 • Overview based on the following geography: • The Great LakesRegion captures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in Markets • Great Lakes Overview • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013 • Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011 • Category units grew +9% in 2012 and +36% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit • Great Lakes Per Store Averages • 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011 • 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011 • Great Lakes versus Total U.S. trends • GL category unit growth of +36% was +19 points higher than the national average • GL category dollar trend of +21% was +7 points higher than the national average • GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit

4. Great Lakes: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013 • 2012 versus 2011, Avocados outpaced both Fruit and Produce by +7 points • 2013 versus 2012, Avocados outpaced Fruit by +17 points and Produce by +15 points • 2013 versus 2011, Avocado dollars grew +29%, which outpaced Fruit by +25 points and Produce by +23 points

5. Great Lakes: YTD Q1 Avocado Retail Overview Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011 Category units grew +9% in 2012 an +36% in 2013 for a net growth +48% over 2011 Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit

6. Great Lakes vs. Total U.S.YTD Q1 PLU Comparisons • GL category unit growth of +36% was +19 points higher than the national average • GL growth was primarily driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew +8 million units • GL category dollar trend of +21% was +7 points higher than the national average • GL growth was primarily driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew $5 million • GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit

7. Great Lakes: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages were higher than the prior years • 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011 • 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011

8. Great Lakes: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q1 at 2,549 units per store when ASP was $1.04/unit • The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was $1.72/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.04/unit • Highest ASP to date occurred during 2011-Q3, $1.72/unit

9. Great Lakes: Region Highlights - YTD Q1 • Overview based on the following geography: • The Great LakesRegion captures theMarkets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additionalcitiesnotincluded in Markets • Great Lakes Overview • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013 • Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011 • Category units grew +9% in 2012 and +36% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit • Great Lakes Per Store Averages • 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011 • 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011 • Great Lakes versus Total U.S. trends • GL category unit growth of +36% was +19 points higher than the national average • GL category dollar trend of +21% was +7 points higher than the national average • GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit