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SOUTHEAST Region

Regional Composite

REGIONALDATA REPORT

JAN – SEPT2013 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 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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Southeast Region: Highlights - YTD through Q3

• Overview based on the following geography:– The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando,

South Carolina and Tampa, plus additional cities not included in those Markets

• Southeast Overview– Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce

by +12 points– Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30%

over 2011– Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over

2011– Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to

$1.19/unit

• Southeast Per Store Averages– 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21%

higher than 2011– 2013 Average units of 8,530 per store were +31% higher than 2012 and +22%

higher than 2011

• Southeast versus Total U.S. trends– SE category unit growth of +26% was +10 points higher than the national average– SE category dollar trend of +22% was +8 points higher than the national average– SE 2013 category ASP of $1.19/unit was +18% higher than the national average of

$1.01/unit

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Southeast: YTD through Q3Retail Dollar Trend Comparisons

• Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocado dollar growth of +7% outpaced Fruit by +2

points and Produce by +4 points– 2013 versus 2012, Avocado dollar growth of +22% outpaced Fruit by

+11 points and Produce by +12 points– 2013 versus 2011, Avocados dollar growth of +30% outpaced Fruit by

+14 points and Produce by +18 points

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Southeast: YTD through Q3 Avocado Retail Overview

• Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011

• Category units grew +36% in 2012 and +26% in 2013 for net growth of +72% over 2011

• Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit

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

• SE category unit growth of +26% was +10 points higher than the national average

– SE growth was primarily driven by PLU 4046 which grew +13 million units

• SE category dollar trend of +22% was +8 points higher than the national average

– SE growth was primarily driven by PLU 4046 which grew +$18 million

• SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 40,110,557 53,600,483 +33.6% 392,473,289 403,058,039 +2.7%

4225 Large Hass #40 & #48 sizes 18,944,934 19,449,774 +2.7% 384,742,694 460,064,178 +19.6%

4770 X-Large Hass #36 sizes & larger 368,774 460,007 +24.7% 21,044,455 43,246,317 +105.5%

Other Greenskins, Pinkertons, non-Hass PLUs 8,720,698 8,357,841 -4.2% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 353,968 392,125 +10.8% 10,493,775 12,692,467 +21.0%

Bags All bagged PLUs 10,180,340 16,905,753 +66.1% 108,160,738 146,979,935 +35.9%

78,679,271 99,165,983 +26.0% 937,765,507 1,088,176,862 +16.0%

RETAIL DOLLARS


4046 Small Hass #60 sizes & smaller 45,814,203$ 63,439,042$ +38.5% 313,509,184$ 303,722,520$ -3.1%

4225 Large Hass #40 & #48 sizes 24,547,327$ 22,952,823$ -6.5% 476,553,666$ 553,658,894$ +16.2%

4770 X-Large Hass #36 sizes & larger 711,300$ 817,767$ +15.0% 33,549,938$ 61,425,043$ +83.1%

Other Greenskins, Pinkertons, non-Hass PLUs 16,456,053$ 16,297,297$ -1.0% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 686,114$ 706,728$ +3.0% 17,012,054$ 20,518,793$ +20.6%

Bags All bagged PLUs 8,907,681$ 13,922,590$ +56.3% 96,100,844$ 126,844,119$ +32.0%

97,122,678$ 118,136,247$ +21.6% 971,161,969$ 1,102,758,596$ +13.6%

AVERAGE SELLING PRICE (ASP) / UNIT


4046 Small Hass #60 sizes & smaller $1.14 $1.18 +3.6% $0.80 $0.75 -5.7%

4225 Large Hass #40 & #48 sizes $1.30 $1.18 -8.9% $1.24 $1.20 -2.8%

4770 X-Large Hass #36 sizes & larger $1.93 $1.78 -7.8% $1.59 $1.42 -10.9%

Other Greenskins, Pinkertons, non-Hass PLUs $1.89 $1.95 +3.3% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.94 $1.80 -7.0% $1.62 $1.62 -0.3%

Bags All bagged PLUs $0.87 $0.82 -5.9% $0.89 $0.86 -2.9%

$1.23 $1.19 -3.5% $1.04 $1.01 -2.1%

JANU

ARY

- SEP

TEM

BER:

201

2 vs

201

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Southeast Total U.S.

TOTAL CATEGORY UNITS


TOTAL CATEGORY DOLLARS


CATEGORY ASP ($/Unit)

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Southeast: YTD through Q3 Category Per Store Averages

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

– 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011

– 2013 Average units of 8,530 per store were +22% higher than 2012 and +60% higher than 2011

$8,384 $8,648

$10,161

+3.1% +17.5%

Avg Retail Dollars Per Store

2011 2012 2013

5,331

7,006

8,530

+31.4% +21.7%

Avg Retail Units Per Store

2011 2012 2013

* Per store averages are based on stores selling

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

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 2,978 units per store when ASP was $1.15/unit– The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its

highest point, $1.67/unit

• ASP– Lowest ASP to date occurred during 2013-Q1 and 2013-Q2, $1.15/unit– Highest ASP to date occurred during 2011-Q2, $1.67/unit

* Per store averages are based on stores selling

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Southeast Region: Highlights - YTD through Q3

• Overview based on the following geography:– The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando,

South Carolina and Tampa, plus additional cities not included in those Markets

• Southeast Overview– Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce

by +12 points– Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30%

over 2011– Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over

2011– Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to

$1.19/unit

• Southeast Per Store Averages– 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21%

higher than 2011– 2013 Average units of 8,530 per store were +31% higher than 2012 and +22%

higher than 2011

• Southeast versus Total U.S. trends– SE category unit growth of +26% was +10 points higher than the national average– SE category dollar trend of +22% was +8 points higher than the national average– SE 2013 category ASP of $1.19/unit was +18% higher than the national average of

$1.01/unit