2012 avoscore cards q2 region market level la

2011 VOLUME RANK 1 2012 YEAR-TO- DATE THRU: MARKET 1 Q2 REGION Add '000s to Units and Dollars 2012 YTD INDEX Los Angeles Q1 Q2 Q3 Q4 2012 2011 Variance % (to 2011 Total) UNIT SALES 1 45,018 45,021 90,038 64,933 +38.7% 72% DOLLAR SALES 1 $31,997 $35,602 $67,599 $65,964 +2.5% 53% AVG SELLING $/UNIT $0.71 $0.79 $0.75 $1.02 -26.1% Add '000s to Units and Dollars Los Angeles Q1 Q2 Q3 Q4 Los Angeles Q1 Q2 Q3 Q4 2011 5.4 4.6 2011 $5.0 $5.1 2012 6.9 7.1 2012 $4.9 $5.6 % Variance +27.0% +55.2% % Variance -1.9% +8.7% PLU UNITS UNITS VARIANCE UNITS 2011 2012 Share Pt. YTD 2011 2012 % YTD % of TTL % of TTL Chg. vs PY 4046 24,330 46,179 +89.8% 4046 37.5% 51.3% +13.8 4225 25,830 27,547 +6.6% 4225 39.8% 30.6% -9.2 4770 1,041 933 -10.4% 4770 1.6% 1.0% -0.6 2012 AvoScore Card - CONFIDENTIAL - SymphonyIRI Group retail sales data represents DMA markets. DMA (Designated Market Area) DMA® is a registered service mark of Nielsen Media Research, Inc., used pursuant to a license form Nielsen Media Research, Inc., all rights reserved. DMA includes a group of counties in the United States that are covered by a specific group of television stations. The term was coined by Nielsen Media Research, and they control the trademark on it. There are 205 DMAs in the United States. Los Angeles California 2012 YEAR - TO - DATE PER STORE RETAIL UNITS PER STORE RETAIL DOLLARS PLU List - 4046 Small Hass (#60s & smaller) - 4225 Large Hass (#40 & #48) - 4770 X-Large Other 5 11 +131.6% Other 0.0% 0.0% +0.0 Organic 289 640 +121.2% Organic 0.4% 0.7% +0.3 Bags 13,438 14,728 +9.6% Bags 20.7% 16.4% -4.3 Retail Dollar Trends (2011 vs 2012) Q1 Q2 Q3 Q4 YTD AD ACTIVITY 2 YTD Fruit -0.6% +6.9% +3.3% 2011 90 Produce -4.9% -0.2% -2.5% 2012 163 Comments / Analysis Year to date through Q2: 1 Los Angeles 11 Portland 2 San Francisco 12 Boston 3 Houston 13 San Diego 4 Dallas 14 Philadelphia Sources: 5 New York 15 Atlanta 1 Retail Data from SymphonyIRI Group/FreshLook Marketing v15 6 Phoenix 16 Las Vegas 2 Advertising activity obtained from Market Track 7 Sacramento 17 Detroit 8 Denver 18 New England 9 Seattle 19 Miami For more information: 10 Chicago 20 Tampa Important Note: Due to the fact that SymphonyIRI Group/FreshLook periodically restates retail data, these AvoScore cards cannot be compared or used in conjunction with prior AvoScore cards. TOP REPORTING DMA MARKETS (based on 2011 Total Volume) 1 - AVOCADO retail dollar growth of +3% was slightly lower than the FRUIT trend but outpaced the PRODUCE trend by +5 points - AVOCADO retail volume grew +39% which may have been positively influenced by the ASP decline of -26% to $0.75/unit - Los Angeles' retail volume trend of +39% was +4 points above the California average, but its retail dollar trend of +3% was -2 points below the California average Hass (#36 & larger) - Other includes Unknown, Pinkertons, Greenskins, etc. - Organic includes all sizes - Bags includes all bagged UPCs Contact Hass Avocado Board (949) 341-3250 © 2012 Hass Avocado Board. Prepared by: Fusion Marketing.

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2012 AvoScore Cards Q2 Region Market Level LA

TRANSCRIPT

2011 VOLUME

RANK12012 YEAR-TO-

DATE THRU:

MARKET 1 Q2

REGION

Add '000s toUnits and Dollars 2012 YTD INDEX

Los Angeles Q1 Q2 Q3 Q4 2012 2011 Variance % (to 2011 Total)

UNITSALES1 45,018 45,021 90,038 64,933 +38.7% 72%

DOLLARSALES1 $31,997 $35,602 $67,599 $65,964 +2.5% 53%

AVG SELLING $/UNIT $0.71 $0.79 $0.75 $1.02 -26.1%

Add '000s toUnits and Dollars

Los Angeles Q1 Q2 Q3 Q4 Los Angeles Q1 Q2 Q3 Q4

2011 5.4 4.6 2011 $5.0 $5.1

2012 6.9 7.1 2012 $4.9 $5.6

% Variance +27.0% +55.2% % Variance -1.9% +8.7%

PLU UNITS UNITS VARIANCE UNITS 2011 2012 Share Pt.YTD 2011 2012 % YTD % of TTL % of TTL Chg. vs PY

4046 24,330 46,179 +89.8% 4046 37.5% 51.3% +13.8

4225 25,830 27,547 +6.6% 4225 39.8% 30.6% -9.2

4770 1,041 933 -10.4% 4770 1.6% 1.0% -0.6

2012 AvoScore Card- CONFIDENTIAL -

SymphonyIRI Group retail sales data represents DMA markets.

DMA (Designated Market Area)DMA is a registered service mark of Nielsen Media Research, Inc., used pursuant to a license form

Nielsen Media Research, Inc., all rights reserved.

DMA includes a group of counties in the United States that are covered by a specific group of television stations. The term was coined by Nielsen Media Research, and they control the trademark

on it. There are 205 DMAs in the United States.

Los Angeles

California

2012 YEAR - TO - DATE

PER STORE RETAIL UNITS PER STORE RETAIL DOLLARS

PLU List

- 4046 Small Hass (#60s & smaller)

- 4225 Large Hass (#40 & #48)

- 4770 X-Large Other 5 11 +131.6% Other 0.0% 0.0% +0.0

Organic 289 640 +121.2% Organic 0.4% 0.7% +0.3

Bags 13,438 14,728 +9.6% Bags 20.7% 16.4% -4.3

Retail Dollar Trends(2011 vs 2012)

Q1 Q2 Q3 Q4 YTD AD ACTIVITY2 YTD

Fruit -0.6% +6.9% +3.3% 2011 90

Produce -4.9% -0.2% -2.5% 2012 163

Comments / Analysis Year to date through Q2:

1 Los Angeles 11 Portland

2 San Francisco 12 Boston

3 Houston 13 San Diego

4 Dallas 14 Philadelphia

Sources: 5 New York 15 Atlanta

1 Retail Data from SymphonyIRI Group/FreshLook Marketing v15 6 Phoenix 16 Las Vegas

2 Advertising activity obtained from Market Track 7 Sacramento 17 Detroit

8 Denver 18 New England

9 Seattle 19 Miami

For more information: 10 Chicago 20 Tampa

Important Note: Due to the fact that SymphonyIRI Group/FreshLook periodically restates retail data, these AvoScore cards cannot be compared or used in conjunction with prior AvoScore cards.

TOP REPORTING DMA MARKETS(based on 2011 Total Volume)1

- AVOCADO retail dollar growth of +3% was slightly lower than the FRUIT trend but outpaced the PRODUCE trend by +5 points

- AVOCADO retail volume grew +39% which may have been positively influenced by the ASP decline of -26% to $0.75/unit

- Los Angeles' retail volume trend of +39% was +4 points above the California average, but its retail dollar trend of +3% was -2 points below the California average

0 a geHass (#36 & larger)

- Other includes Unknown, Pinkertons, Greenskins, etc.

- Organic includes all sizes

- Bags includes all bagged UPCs

Contact Hass Avocado Board (949) 341-3250 2012 Hass Avocado Board. Prepared by: Fusion Marketing.