CALIFORNIA Region

Regional Composite

REGIONALDATA REPORT

JAN - SEPT2013 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, Q2 and Q3 (January – September) 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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California Region: Highlights - YTD through Q3

• Overview based on the following geography:– The California Region captures the Markets of Los Angeles, Sacramento, San Diego

and San Francisco, plus additional cities not included in those Markets

• California Overview– In Q3 2013, Avocado retail dollars trended behind Fruit and Produce by -2 points and

-4 points, respectively– Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14%

over 2011– Category units grew +51% in 2012 and +4% in 2013 for a net growth +57% over

2011– Category average selling price (ASP) decreased -29% in 2012 and increased +2% in

2013 to $0.93/unit

• California Per Store Averages– 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4%

higher than 2011– 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher

than 2011

• California versus Total U.S. trends– CA category unit growth of +4% was -12 points lower than the national average– CA category dollar trend of +7% was -7 points lower than the national average– CA 2013 category ASP of $0.93/unit was -8% lower than the national average of

$1.01/unit

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California: YTD through Q3Retail Dollar Trend Comparisons

• Avocado retail dollars through Q3 2013 trended behind Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +7% outpaced Fruit by

+2 points and Produce by +6 points– 2013 versus 2012, Avocado dollar growth of +7% trended behind Fruit

by -2 points and Produce by -4 points– 2013 versus 2011, Avocados trended behind Fruit by -1 point and

outpaced Produce by +3 points

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California: YTD through Q3 Avocado Retail Overview

• Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011

• Category units grew +51% in 2012 and +4% in 2013 for net growth of +57% over 2011

• Category average selling price (ASP) decreased -29% in 2012 and increased +2% in 2013 to $0.93/unit

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California vs. Total U.S.YTD through Q3 PLU Comparisons

• CA category unit growth of +4% was -12 points lower than the national average

– CA growth was driven by PLUs 4225 and 4770 which each grew over +4 million units

• CA category dollar trend of +7% was -7 points lower than the national average

– CA growth was primarily driven by PLU 4225 which grew +$6 million

• CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit

RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 95,709,337 94,742,178 -1.0% 392,473,289 403,058,039 +2.7%4225 Large Hass #40 & #48 sizes 95,309,930 99,375,996 +4.3% 384,742,694 460,064,178 +19.6%4770 X-Large Hass #36 sizes & larger 1,744,161 5,895,008 +238.0% 21,044,455 43,246,317 +105.5%Other Greenskins, Pinkertons, non-Hass PLUs 36,010 60,091 +66.9% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 2,528,629 3,000,161 +18.6% 10,493,775 12,692,467 +21.0%Bags All bagged PLUs 17,470,383 18,916,806 +8.3% 108,160,738 146,979,935 +35.9%

212,798,450 221,990,240 +4.3% 937,765,507 1,088,176,862 +16.0%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 65,720,109$ 66,005,272$ +0.4% 313,509,184$ 303,722,520$ -3.1%4225 Large Hass #40 & #48 sizes 107,981,586$ 113,893,066$ +5.5% 476,553,666$ 553,658,894$ +16.2%4770 X-Large Hass #36 sizes & larger 4,050,321$ 8,806,737$ +117.4% 33,549,938$ 61,425,043$ +83.1%Other Greenskins, Pinkertons, non-Hass PLUs 53,857$ 97,881$ +81.7% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 3,851,920$ 4,703,906$ +22.1% 17,012,054$ 20,518,793$ +20.6%Bags All bagged PLUs 13,115,268$ 13,952,072$ +6.4% 96,100,844$ 126,844,119$ +32.0%

194,773,061$ 207,458,935$ +6.5% 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 $0.69 $0.70 +1.5% $0.80 $0.75 -5.7%4225 Large Hass #40 & #48 sizes $1.13 $1.15 +1.2% $1.24 $1.20 -2.8%4770 X-Large Hass #36 sizes & larger $2.32 $1.49 -35.7% $1.59 $1.42 -10.9%Other Greenskins, Pinkertons, non-Hass PLUs $1.50 $1.63 +8.9% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.52 $1.57 +2.9% $1.62 $1.62 -0.3%Bags All bagged PLUs $0.75 $0.74 -1.8% $0.89 $0.86 -2.9%

$0.92 $0.93 +2.1% $1.04 $1.01 -2.1%

JANU

ARY

- SEP

TEMBE

R: 201

2 vs

201

3

California Total U.S.

TOTAL CATEGORY UNITS

California Total U.S.

TOTAL CATEGORY DOLLARS

California Total U.S.

CATEGORY ASP ($/Unit)

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California: YTD through Q3 Category Per Store Averages

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

– 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011

– 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011

$33,133 $34,072 $34,589

+2.8% +1.5%

Avg Retail Dollars Per Store

2011 2012 2013

25,755

37,225 37,011

+44.5% -0.6%

Avg Retail Units Per Store

2011 2012 2013

* Per store averages are based on stores selling

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California: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 13,055 units per store when ASP was

$0.92/unit– The lowest quarter was 2011-Q3 at 7,256 units per store when ASP was at its

highest point, $1.48/unit

• ASP– Lowest ASP to date occurred during 2012-Q1, $0.87/unit– Highest ASP to date occurred during 2011-Q3, $1.48/unit* Per store averages are based on stores selling

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California Region: Highlights - YTD through Q3

• Overview based on the following geography:– The California Region captures the Markets of Los Angeles, Sacramento, San Diego

and San Francisco, plus additional cities not included in those Markets

• California Overview– In Q3 2013, Avocado retail dollars trended behind Fruit and Produce by -2 points and

-4 points, respectively– Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14%

over 2011– Category units grew +51% in 2012 and +4% in 2013 for a net growth +57% over

2011– Category average selling price (ASP) decreased -29% in 2012 and increased +2% in

2013 to $0.93/unit

• California Per Store Averages– 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4%

higher than 2011– 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher

than 2011

• California versus Total U.S. trends– CA category unit growth of +4% was -12 points lower than the national average– CA category dollar trend of +7% was -7 points lower than the national average– CA 2013 category ASP of $0.93/unit was -8% lower than the national average of

$1.01/unit