SOUTH CENTRAL Region

Regional Composite

REGIONALDATA REPORT

JAN – MAR2013 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

South Central: Region Highlights - YTD Q1

• Overview based on the following geography:– The South Central Region captures the Markets of Dallas, Houston and New Orleans,

plus additional cities not included in Markets

• South Central Overview– Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail

dollar trends – Category dollars grew +5% in 2012 and +6% in 2013 for a net growth of +11% over

2011– Category units grew +27% in 2012 and +8% in 2013 for for a net growth +38% over

2011– Category average selling price (ASP) declined -18% in 2012 and -3% in 2013 to

$0.78/unit

• South Central Per Store Averages– 2012 Average dollars of $5,462 per store were +8% higher than 2012 and +10%

higher than 2011– 2012 Average units of 6,977 per store were +11% higher than 2012 and +37%

higher than 2011

• South Central versus Total U.S. trends– SC category unit growth of +8% was -10 points lower than the national average– SC category dollar trend of +6% was -8 points lower than the national average– SC 2013 category ASP of $0.78/unit was -17% lower than the national average of

$0.95/unit

4

South Central: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce

• Avocado retail dollar trends through Q1 slightly outpaced Fruit and Produce retail dollar trends

– 2012 versus 2011, Avocados outpaced Fruit by +9 points and Produce by +7 points

– 2013 versus 2012, Avocados outpaced both Fruit and Produce by +1 point

– 2013 versus 2011, Avocado dollars grew +11%, which outpaced Fruit by +10 points and Produce by +9 points

5

South Central: YTD Q1 Avocado Retail Overview

• Category dollars grew +5% in 2012 and +6% in 2013 for a net growth of +11% over 2011

• Category units grew +27% in 2012 and +8% in 2013 for a net growth of +38% over 2011

• Category average selling price (ASP) declined -18% in 2012 and -3% in 2013 to $0.78/unit

6

South Central vs. Total U.S.YTD Q1 PLU Comparisons

• SC category unit growth of +8% was -10 points lower than the national average

– SC lower growth trend was primarily driven by PLU 4046, which declined -14% or nearly -5 million units

• SC category dollar trend of +6% was -9 points lower than the national average

– SC lower growth trend was primarily driven by declines by PLU 4046, which declined -22% or over -$4 million dollars

• SC 2013 category ASP of $0.78/unit was -18% lower than the national average of $0.95/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 33,806,881 29,187,124 -13.7% 133,247,079 119,044,419 -10.7%

4225 Large Hass #40 & #48 sizes 17,387,668 19,767,874 +13.7% 119,026,672 158,354,709 +33.0%

4770 X-Large Hass #36 sizes & larger 2,201,015 6,926,981 +214.7% 5,502,382 16,917,549 +207.5%

Other Greenskins, Pinkertons, non-Hass PLUs 364,064 318,944 -12.4% 6,335,471 7,492,536 +18.3%

Organic All Organic PLUs 239,060 229,191 -4.1% 3,199,068 3,853,907 +20.5%

Bags All bagged PLUs 5,266,533 7,760,470 +47.4% 32,373,348 46,763,688 +44.5%

59,265,221 64,190,584 +8.3% 299,684,020 352,426,808 +17.6%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 19,852,829$ 15,397,010$ -22.4% 100,148,136$ 84,147,417$ -16.0%

4225 Large Hass #40 & #48 sizes 19,672,426$ 21,870,166$ +11.2% 138,952,815$ 173,721,214$ +25.0%

4770 X-Large Hass #36 sizes & larger 3,171,389$ 6,688,025$ +110.9% 9,620,950$ 20,100,889$ +108.9%

Other Greenskins, Pinkertons, non-Hass PLUs 622,450$ 592,245$ -4.9% 11,775,767$ 12,547,258$ +6.6%

Organic All Organic PLUs 356,152$ 329,670$ -7.4% 5,099,018$ 6,034,480$ +18.3%

Bags All bagged PLUs 3,940,355$ 5,372,491$ +36.3% 26,768,770$ 36,808,118$ +37.5%

47,615,600$ 50,249,608$ +5.5% 292,365,456$ 333,359,376$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $0.59 $0.53 -10.2% $0.75 $0.71 -6.0%

4225 Large Hass #40 & #48 sizes $1.13 $1.11 -2.2% $1.17 $1.10 -6.0%

4770 X-Large Hass #36 sizes & larger $1.44 $0.97 -33.0% $1.75 $1.19 -32.0%

Other Greenskins, Pinkertons, non-Hass PLUs $1.71 $1.86 +8.6% $1.86 $1.67 -9.9%

Organic All Organic PLUs $1.49 $1.44 -3.4% $1.59 $1.57 -1.8%

Bags All bagged PLUs $0.75 $0.69 -7.5% $0.83 $0.79 -4.8%

$0.80 $0.78 -2.6% $0.98 $0.95 -3.0%

JANUARY -

MARCH: 2

012

vs 2

013

South Central Total U.S.

TOTAL CATEGORY UNITS

South Central Total U.S.

TOTAL CATEGORY DOLLARS

South Central Total U.S.

CATEGORY ASP ($/Unit)

7

South Central: YTD Q1 Category Per Store Averages

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

– 2013 Average dollars of $5,462 per store were +8% higher than 2012 and +10% higher than 2011

– 2013 Average units of 6,977 per store were +11% higher than 2012 and +37% higher than 2011

$4,949 $5,051$5,462

+2.1% +8.1%

Avg Retail Dollars Per Store

2011 2012 2013

5,083

6,287 6,977

+23.7% +11.0%

Avg Retail Units Per Store

2011 2012 2013

8

South Central: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q1 at 6,977 units per store when ASP was $0.78/unit– The lowest quarter was 2011-Q3 at 4,134 units per store when ASP was at its

highest, $1.27/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $0.78/unit– Highest ASP to date occurred during 2011-Q3, $1.27/unit

9

South Central: Region Highlights - YTD Q1

• Overview based on the following geography:– The South Central Region captures the Markets of Dallas, Houston and New Orleans,

plus additional cities not included in Markets

• South Central Overview– Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail

dollar trends – Category dollars grew +5% in 2012 and +6% in 2013 for a net growth of +11% over

2011– Category units grew +27% in 2012 and +8% in 2013 for for a net growth +38% over

2011– Category average selling price (ASP) declined -18% in 2012 and -3% in 2013 to

$0.78/unit

• South Central Per Store Averages– 2012 Average dollars of $5,462 per store were +8% higher than 2012 and +10%

higher than 2011– 2012 Average units of 6,977 per store were +11% higher than 2012 and +37%

higher than 2011

• South Central versus Total U.S. trends– SC category unit growth of +8% was -10 points lower than the national average– SC category dollar trend of +6% was -8 points lower than the national average– SC 2013 category ASP of $0.78/unit was -17% lower than the national average of

$0.95/unit