MIDSOUTH Region

Regional Composite

REGIONALDATA REPORT

JAN - JUN2013 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 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

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Midsouth Region: Highlights - YTD through Q2

• Overview based on the following geography:– The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville,

Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in those Markets

• Midsouth Overview– Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +9 points and

Produce by +11 points– Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36%

over 2011– Category units grew +34% in 2012 and +24% in 2013 for a net growth +65% over

2011– Category average selling price (ASP) decreased -14% in 2012 and -4% in 2013 to

$1.11/unit

• Midsouth Per Store Averages– 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22%

higher than 2011– 2013 Average units of 5,720 per store were +15% higher than 2012 and +48%

higher than 2011

• Midsouth versus Total U.S. trends– MS category unit growth of +24% was +3 points higher than the national average– MS category dollar trend of +19% was +5 points higher than the national average– MS 2013 category ASP of $1.11/unit was +14% higher than the national average of

$0.97/unit

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Midsouth: 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 +15% outpaced Fruit by

+11 points and Produce by +14 points– 2013 versus 2012, Avocado dollar growth of +19% outpaced Fruit by

+9 points and Produce by +11 points– 2013 versus 2011, Avocados dollar growth of +36% outpaced Fruit by

+22 points and Produce by +27 points

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Midsouth: YTD through Q2 Avocado Retail Overview

• Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36% over 2011

• Category units grew +34% in 2012 and +24% in 2013 for net growth of +65% over 2011

• Category average selling price (ASP) decreased -14% in 2012 and -4% in 2013 to $1.11/unit

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

• MS category unit growth of +24% was +3 points higher than the national average

– MS growth was primarily driven by PLU 4225 which grew +11 million units

• MS category dollar trend of +19% was +5 points higher than the national average

– MS growth was primarily driven by PLU 4225 which grew +$11 million

• MS 2013 category ASP of $1.11/unit was +14% higher than the national average of $0.97/unit

RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 17,611,886 12,346,748 -29.9% 272,046,564 263,969,000 -3.0%4225 Large Hass #40 & #48 sizes 16,626,500 28,105,970 +69.0% 245,887,799 324,453,638 +32.0%4770 X-Large Hass #36 sizes & larger 2,619,321 4,769,941 +82.1% 11,254,402 32,886,064 +192.2%Other Greenskins, Pinkertons, non-Hass PLUs 601,383 736,554 +22.5% 9,853,191 12,048,976 +22.3%

Organic All Organic PLUs 506,844 539,219 +6.4% 6,838,820 8,435,774 +23.4%Bags All bagged PLUs 8,529,010 11,015,903 +29.2% 69,720,218 99,372,194 +42.5%

46,494,944 57,514,335 +23.7% 615,600,994 741,165,646 +20.4%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 18,111,403$ 11,872,233$ -34.4% 216,007,559$ 188,736,395$ -12.6%4225 Large Hass #40 & #48 sizes 21,605,880$ 33,004,102$ +52.8% 304,290,527$ 371,669,375$ +22.1%4770 X-Large Hass #36 sizes & larger 5,005,818$ 7,429,645$ +48.4% 19,675,457$ 42,944,115$ +118.3%Other Greenskins, Pinkertons, non-Hass PLUs 1,130,252$ 1,388,996$ +22.9% 18,355,050$ 20,426,770$ +11.3%

Organic All Organic PLUs 976,394$ 1,001,464$ +2.6% 11,080,266$ 13,234,753$ +19.4%Bags All bagged PLUs 6,898,843$ 8,990,750$ +30.3% 60,889,533$ 81,833,924$ +34.4%

53,728,591$ 63,687,190$ +18.5% 630,298,392$ 718,845,332$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller $1.03 $0.96 -6.5% $0.79 $0.71 -10.0%4225 Large Hass #40 & #48 sizes $1.30 $1.17 -9.6% $1.24 $1.15 -7.4%4770 X-Large Hass #36 sizes & larger $1.91 $1.56 -18.5% $1.75 $1.31 -25.3%Other Greenskins, Pinkertons, non-Hass PLUs $1.88 $1.89 +0.3% $1.86 $1.70 -9.0%

Organic All Organic PLUs $1.93 $1.86 -3.6% $1.62 $1.57 -3.2%Bags All bagged PLUs $0.81 $0.82 +0.9% $0.87 $0.82 -5.7%

$1.16 $1.11 -4.2% $1.02 $0.97 -5.3%

JANU

ARY

- JUN

E: 2

012

vs 2

013

Midsouth Total U.S.

TOTAL CATEGORY UNITS

Midsouth Total U.S.

TOTAL CATEGORY DOLLARS

Midsouth Total U.S.

CATEGORY ASP ($/Unit)

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Midsouth: 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 $6,334 per store were +10% higher than 2012 and +22% higher than 2011

– 2013 Average units of 5,720 per store were +15% higher than 2012 and +48% higher than 2011

$5,203$5,736

$6,334

+10.2% +10.4%

Avg Retail Dollars Per Store

2011 2012 2013

3,875

4,964 5,720

+28.1% +15.2%

Avg Retail Units Per Store

2011 2012 2013

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

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 3,102 units per store when ASP was $1.13/unit– The lowest quarter was 2011-Q3 at 1,749 units per store when ASP was at its

highest point, $1.60/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.08/unit– Highest ASP to date occurred during 2011-Q3, $1.60/unit

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Midsouth Region: Highlights - YTD through Q2

• Overview based on the following geography:– The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville,

Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in those Markets

• Midsouth Overview– Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +9 points and

Produce by +11 points– Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36%

over 2011– Category units grew +34% in 2012 and +24% in 2013 for a net growth +65% over

2011– Category average selling price (ASP) decreased -14% in 2012 and -4% in 2013 to

$1.11/unit

• Midsouth Per Store Averages– 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22%

higher than 2011– 2013 Average units of 5,720 per store were +15% higher than 2012 and +48%

higher than 2011

• Midsouth versus Total U.S. trends– MS category unit growth of +24% was +3 points higher than the national average– MS category dollar trend of +19% was +5 points higher than the national average– MS 2013 category ASP of $1.11/unit was +14% higher than the national average of

$0.97/unit