PLAINS Region

Regional Composite

REGIONALDATA REPORT

JAN - DEC2013 vs. 2012

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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, Q3 and Q4 (January – December) 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

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Plains Region: Highlights - YTD through Q4

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

Louis, plus additional cities not included in those Markets

• Plains Overview– Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +7 points and

Produce by +6 points– Category dollars were up +15% in 2012 and +13% in 2013 for a net growth of +31%

over 2011– Category units grew +39% in 2012 and +14% in 2013 for net growth of +59% over

2011– Category average selling price (ASP) decreased -17% in 2012 and -1% in 2013 to

$1.14/unit

• Plains Per Store Averages– 2013 Average dollars of $14,464 per store were +20% higher than 2012 and +33%

higher than 2011– 2013 Average units of 12,701 per store were +21% higher than 2012 and +61%

higher than 2011

• Plains versus Total U.S. trends– PL category unit growth of +14% was -2 points lower than the national average– PL category dollar trend of +13% was in-line with the national average– PL 2013 category ASP of $1.14/unit was +12% higher than the national average of

$1.01/unit

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Plains: YTD through Q4Retail Dollar Trend Comparisons

• Avocado retail dollars through Q4 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +15% outpaced Fruit by

+9 points and Produce by +12 points– 2013 versus 2012, Avocado dollar growth of +13% outpaced Fruit by

+7 points and Produce by +6 points– 2013 versus 2011, Avocados dollar growth of +31% outpaced Fruit by

+17 points and Produce by +20 points

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Plains: YTD through Q4 Avocado Retail Overview

• Category dollars were up +15% in 2012 and +13% in 2013 for a net growth of +31% over 2011

• Category units grew +39% in 2012 and +14% in 2013 for net growth of +59% over 2011

• Category average selling price (ASP) decreased -17% in 2012 and -1% in 2013 to $1.14/unit

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RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 22,334,164 27,638,828 +23.8% 392,473,289 403,058,039 +2.7%4225 Large Hass #40 & #48 sizes 27,051,812 27,447,665 +1.5% 384,742,694 460,064,178 +19.6%4770 X-Large Hass #36 sizes & larger 897,424 1,043,381 +16.3% 21,044,455 43,246,317 +105.5%Other Greenskins, Pinkertons, non-Hass PLUs 317,685 324,921 +2.3% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 573,407 658,690 +14.9% 10,493,775 12,692,467 +21.0%Bags All bagged PLUs 8,346,747 10,854,657 +30.0% 108,160,738 146,979,935 +35.9%

59,521,239 67,968,142 +14.2% 937,765,507 1,088,176,862 +16.0%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 22,869,136$ 28,027,711$ +22.6% 313,509,184$ 303,722,520$ -3.1%4225 Large Hass #40 & #48 sizes 35,223,925$ 35,630,673$ +1.2% 476,553,666$ 553,658,894$ +16.2%4770 X-Large Hass #36 sizes & larger 1,592,086$ 1,948,622$ +22.4% 33,549,938$ 61,425,043$ +83.1%Other Greenskins, Pinkertons, non-Hass PLUs 548,977$ 537,040$ -2.2% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 998,402$ 1,289,126$ +29.1% 17,012,054$ 20,518,793$ +20.6%Bags All bagged PLUs 7,047,083$ 9,972,334$ +41.5% 96,100,844$ 126,844,119$ +32.0%

68,279,608$ 77,405,506$ +13.4% 971,161,969$ 1,102,758,596$ +13.6%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller $1.02 $1.01 -1.0% $0.80 $0.75 -5.7%4225 Large Hass #40 & #48 sizes $1.30 $1.30 -0.3% $1.24 $1.20 -2.8%4770 X-Large Hass #36 sizes & larger $1.77 $1.87 +5.3% $1.59 $1.42 -10.9%Other Greenskins, Pinkertons, non-Hass PLUs $1.73 $1.65 -4.4% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.74 $1.96 +12.4% $1.62 $1.62 -0.3%Bags All bagged PLUs $0.84 $0.92 +8.8% $0.89 $0.86 -2.9%

$1.15 $1.14 -0.7% $1.04 $1.01 -2.1%

JANUAR

Y - D

ECEM

BER:

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)

Plains vs. Total U.S. YTD through Q4 PLU Comparisons

• PL category unit growth of +14% was -2 points lower than the national average– PL growth was

primarily driven by PLU 4046 which grew +5 million units

• PL category dollar trend of +13% was in-line with the national average– PL growth was

primarily driven by PLU 4046 which grew +$5 million

• PL 2013 category ASP of $1.14/unit was +12% higher than the national average of $1.01/unit

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$10,898$12,061

$14,464

+10.7% +19.9%

Avg Retail Dollars Per Store

2011 2012 2013

7,868

10,514

12,701

+33.6% +20.8%

Avg Retail Units Per Store

2011 2012 2013

Plains: YTD through Q4 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior year– 2013 Average dollars of $14,464 per store were +20% higher than

2012 and +33% higher than 2011– 2013 Average units of 12,701 per store were +21% higher than 2012

and +61% higher than 2011

* Per store averages are based on stores selling

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Plains: 2011 through Q4-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q3 at 4,120 units per store when ASP was $1.22/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

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Plains Region: Highlights - YTD through Q4

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

Louis, plus additional cities not included in those Markets

• Plains Overview– Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +7 points and

Produce by +6 points– Category dollars were up +15% in 2012 and +13% in 2013 for a net growth of +31%

over 2011– Category units grew +39% in 2012 and +14% in 2013 for net growth of +59% over

2011– Category average selling price (ASP) decreased -17% in 2012 and -1% in 2013 to

$1.14/unit

• Plains Per Store Averages– 2013 Average dollars of $14,464 per store were +20% higher than 2012 and +33%

higher than 2011– 2013 Average units of 12,701 per store were +21% higher than 2012 and +61%

higher than 2011

• Plains versus Total U.S. trends– PL category unit growth of +14% was -2 points lower than the national average– PL category dollar trend of +13% was in-line with the national average– PL 2013 category ASP of $1.14/unit was +12% higher than the national average of

$1.01/unit