PLAINS Region

Regional Composite

REGIONALDATA REPORT

JAN - JUN2013 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 and Q2 (January – June) 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 Q2

• Overview based on the following geography:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in those Markets

• Plains Overview– Through Q2 2013, Avocado retail dollars trended ahead of both Fruit and Produce by

+7 points– Category dollars were up +14% in 2012 and +13% in 2013 for a net growth of +28%

over 2011– Category units grew +32% in 2012 and +23% in 2013 for a net growth +63% over

2011– Category average selling price (ASP) decreased -14% in 2012 and -8% in 2013 to

$1.06/unit

• Plains Per Store Averages– 2013 Average dollars of $6,866 per store were +11% higher than 2012 and +21%

higher than 2011– 2013 Average units of 6,488 per store were +21% higher than 2012 and +54%

higher than 2011

• Plains versus Total U.S. trends– PL category unit growth of +23% was +3 points higher than the national average– PL category dollar trend of +13% was -1 point lower than the national average– PL 2013 category ASP of $1.06/unit was +9% higher than the national average of

$0.97/unit

4

Plains: YTD through Q2Retail Dollar Trend Comparisons

• Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +14% outpaced Fruit by

+8 points and Produce by +12 points– 2013 versus 2012, Avocado dollar growth of +13% outpaced both Fruit

and Produce by +7 points – 2013 versus 2011, Avocados dollar growth of +28% outpaced Fruit by

+17 points and Produce by +20 points

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Plains: YTD through Q2 Avocado Retail Overview

• Category dollars were up +14% in 2012 and +13% in 2013 for a net growth of +28% over 2011

• Category units grew +32% in 2012 and +23% in 2013 for net growth of +63% over 2011

• Category average selling price (ASP) decreased -14% in 2012 and -8% in 2013 to $1.06/unit

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Plains vs. Total U.S. YTD through Q2 PLU Comparisons

• PL category unit growth of +23% was +3 points higher than the national average

– PL growth was primarily driven by PLU 4046 which grew +3 million units

• PL category dollar trend of +13% was -1 point lower than the national average

– PL growth was primarily driven by PLU 4046 which grew +$2 million

• PL 2013 category ASP of $1.06/unit was +9% higher than the national average of $0.97/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 11,266,456 13,855,520 +23.0% 272,046,564 263,969,000 -3.0%

4225 Large Hass #40 & #48 sizes 14,326,553 16,165,021 +12.8% 245,887,799 324,453,638 +32.0%

4770 X-Large Hass #36 sizes & larger 216,512 635,906 +193.7% 11,254,402 32,886,064 +192.2%

Other Greenskins, Pinkertons, non-Hass PLUs 136,974 171,072 +24.9% 9,853,191 12,048,976 +22.3%

Organic All Organic PLUs 277,784 346,942 +24.9% 6,838,820 8,435,774 +23.4%

Bags All bagged PLUs 3,833,864 5,882,116 +53.4% 69,720,218 99,372,194 +42.5%

30,058,143 37,056,577 +23.3% 615,600,994 741,165,646 +20.4%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 11,507,778$ 13,382,791$ +16.3% 216,007,559$ 188,736,395$ -12.6%

4225 Large Hass #40 & #48 sizes 18,699,910$ 18,960,970$ +1.4% 304,290,527$ 371,669,375$ +22.1%

4770 X-Large Hass #36 sizes & larger 508,032$ 1,068,821$ +110.4% 19,675,457$ 42,944,115$ +118.3%

Other Greenskins, Pinkertons, non-Hass PLUs 246,345$ 253,695$ +3.0% 18,355,050$ 20,426,770$ +11.3%

Organic All Organic PLUs 484,119$ 639,433$ +32.1% 11,080,266$ 13,234,753$ +19.4%

Bags All bagged PLUs 3,239,735$ 4,911,938$ +51.6% 60,889,533$ 81,833,924$ +34.4%

34,685,920$ 39,217,647$ +13.1% 630,298,392$ 718,845,332$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $1.02 $0.97 -5.4% $0.79 $0.71 -10.0%

4225 Large Hass #40 & #48 sizes $1.31 $1.17 -10.1% $1.24 $1.15 -7.4%

4770 X-Large Hass #36 sizes & larger $2.35 $1.68 -28.4% $1.75 $1.31 -25.3%

Other Greenskins, Pinkertons, non-Hass PLUs $1.80 $1.48 -17.5% $1.86 $1.70 -9.0%

Organic All Organic PLUs $1.74 $1.84 +5.8% $1.62 $1.57 -3.2%

Bags All bagged PLUs $0.85 $0.84 -1.2% $0.87 $0.82 -5.7%

$1.15 $1.06 -8.3% $1.02 $0.97 -5.3%

JANUA

RY -

JUNE

: 201

2 vs

201

3

Plains Total U.S.

TOTAL CATEGORY UNITS

Plains Total U.S.

TOTAL CATEGORY DOLLARS

Plains Total U.S.

CATEGORY ASP ($/Unit)

7

Plains: YTD through Q2 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior year

– 2013 Average dollars of $6,866 per store were +11% higher than 2012 and +21% higher than 2011

– 2013 Average units of 6,488 per store were +21% higher than 2012 and +54% higher than 2011

$5,661$6,205

$6,866

+9.6% +10.6%

Avg Retail Dollars Per Store

2011 2012 2013

4,213

5,377

6,488

+27.6% +20.6%

Avg Retail Units Per Store

2011 2012 2013

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Plains: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 3,395 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

9

Plains Region: Highlights - YTD through Q2

• Overview based on the following geography:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in those Markets

• Plains Overview– Through Q2 2013, Avocado retail dollars trended ahead of both Fruit and Produce by

+7 points– Category dollars were up +14% in 2012 and +13% in 2013 for a net growth of +28%

over 2011– Category units grew +32% in 2012 and +23% in 2013 for a net growth +63% over

2011– Category average selling price (ASP) decreased -14% in 2012 and -8% in 2013 to

$1.06/unit

• Plains Per Store Averages– 2013 Average dollars of $6,866 per store were +11% higher than 2012 and +21%

higher than 2011– 2013 Average units of 6,488 per store were +21% higher than 2012 and +54%

higher than 2011

• Plains versus Total U.S. trends– PL category unit growth of +23% was +3 points higher than the national average– PL category dollar trend of +13% was -1 point lower than the national average– PL 2013 category ASP of $1.06/unit was +9% higher than the national average of

$0.97/unit