1. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch KEY PERFORMANCE INDICATORS – March (Last Updated 3/16/11) 14.8% Increase in Avg. Selling Price/Unit Category Average Selling Price per Unit increased $0.13 to $1.01 for Jan. 11 over Jan. 10 51,071 Facebook Fans Total California Avocado fans that have been acquired as of February 28, 2011 48% Growth in mean number of avocados purchased yearly Avocado consumers age 25-54, annual consumption increased from 44 to 65 units since 2000 98,246 Trade Press Circulation Total direct positive trade press circulation for the month of February. 105 Million Consumer PR Impressions Media coverage has been secured with print, broadcast and online media outlets 1.4 Million Foodservice Editorial Impressions Number of impressions based on 23 placements in November 2010 – February 2011

2. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch REVENUE - Crop Movement and Measures

3. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch REVENUE - Crop Movement and Measures

4. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch REVENUE – Crop Movement and Measures

5. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch REVENUE – Retail Sales and Volume RETAIL Jan10Jan11Var Volume (Unit) 129,316,891 129,398,794+0.1% Dollars $113,657,846$130,611,733+14.9% Avg Selling Price/Unit $0.88$1.01+14.8% RETAIL CA Season Apr'09-Sep'09Apr'10-Sep'10Var Volume (Unit) 534,811,481 725,918,607+35.7% Dollars $619,094,206$704,734,906+13.8% Avg Selling Price/Unit $1.16$0.97-16.1% RETAIL Non-CA Season Oct'09-Nov'09Oct'10-Nov'10Var Volume (Unit) 476,516,715 618,704,978+29.8% Dollars $505,428,760$563,894,621+11.6% Avg Selling Price/Unit $1.06$0.91-14.1%

6. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch REVENUE - California Season Retail Price Premium California season Off-season California season April – Sept 2009Nov 2010 – Jan 2011April – Sept 2010 Avg. Retail Price $1.16 Avg. Retail Price $1.02 Avg. Retail Price $0.97

7. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Social Media Overview The California Avocado Commission social media community continued to grow in February. Highlights include a 12% increase in impressions on Facebook and double the number of unaided fan posts to the Page. Fans utilized the Page to ask questions about recipes and usage and share their enthusiasm for California Avocados, recipes and events. The monthly consumer recipe e-mail peaked traffic to the page when it was disseminated on February 10 th. Twitter followers increased by 8% with a corresponding 26% increase in reach of replies and a 107% increase in reach of retweets. Followers engaged most around the upcoming launch of the California Avocado season and Camp Blog Away. The CAC account also followed 50 new influencers. YouTube channel views increased by 20% during February, aided by a Facebook status update that linked to Supporting the California Avocado on February 11 th. The Too Hot Tamales Liven up the Frittata video continues to have the most overall views and received 111 additional views during February.

8. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Facebook, Twitter & YouTube TWITTER New Followers: 117 Total Followers: 1,617 Retweets: 16 Replies Reach: 29,577 Retweets Reach: 15,210 YOUTUBE YouTube Channel Views: 438 Total Channel Views: 2,561 GLOSSARY – Facebook & Twitter: Avg. Interaction Per Post: Average number of comments and likes generated by each post. Organic Fans: The number of new fans not added through Facebook Pay-Per-Click (PPC). Post Impressions: The number of times the post has been rendered on users browsers. This can come from a users news feed, live feed, directly from the Page or through the Fan Box Widget. Replies & Retweets Reach: Sum of the number of followers for each reply or retweet. Adds up how many followers would see it depending on how many followers a user has.

9. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Web Analytics Year Over Year (YoY) visits are 21% higher than our goal and Average Time on Site is up 12% YoY. We are off to a strong start in 2011 against the goals. We saw an increase in Month Over Month (MoM) and are 21% above our visits goal for February 2011 The Best Guacamole Ever recipe was seen by 10% of visits, and traffic was driven primarily by Stumble Upon. 25% of those visits, nearly 2,000 visits, continued beyond this specific recipe page. The Retailer site traffic is down YoY, but the % of Return visits is up 14%, Page Vies is up 15% and the Average Time on the site is up 24% With a combined traffic rank of 52%, Nutrition and Recipes continue to be the most visited areas of the website. Average time on Nutrition page is 1.31 minutes. There was increased interest in growing avocado trees with the second highest time spent on a page of 2.56 minutes.

10. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Web Analytics

11. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Web Analytics Top Content & Visits Overview

12. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Web Analytics (Competitive Overview Jan. 2011) Source: Compete.com. February data not listed because Competes data is not available until the 16th of the month. CACs website continues to outpace other avocado associations website. CAC has three times the traffic has MHAIAs website and six times the traffic as HAB. Website traffic was down on all websites except MHAIA who did heavy advertising during the month of January. Compete.com tracks Unique Visitors, while in Google Analytics we primarily look at Visits. Incentives or promotions may have a significant impact on Unique Visitors, as they drive traffic, but this traffic may not necessarily "stick" or continue visiting.

13. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch ONLINE – Social Media Glossary

14. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch PUBLIC RELATIONS - Highlights Fulfilled ongoing reactive requests by media covering California Avocados Worked with Artisan chef partners to promote California Avocados through their communications channels Received tertiary coverage of content and recipes placed in the Best of the Sunset Cookbook based off of coverage secured in the April 2009 Sunset issue Began development of key media outreach activities for the upcoming season

15. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch PUBLIC RELATIONS – Media Impressions The total consumer impressions secured to date is: 105,100,838 The total consumer impressions secured since the last update is: 45,804,992 *This is a comprehensive total of all PR-related coverage from November 1, 2010 – February 28, 2011. It includes print, broadcast and online coverage, as well as program extension coverage (such as Facebook posts and Tweets from our Artisan Chefs, etc.), year-to-date, and therefore is higher than traditional media impressions

16. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch CONSUMER ADVERTISING – Americas Test Kitchen AmericasTestKitchen.com website placements On-air and online :05 sponsorship segments

17. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch FOODSERVICE – Editorial Placements Number of placements in foodservice editorial in February 2011 - 4 placements (237,000 impressions) Number of placements in foodservice editorial from November 2010 – January 2011 - 23 placements (1,410,422 impressions)

18. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch FOODSERVICE – Advertising Three new print ads were created for the CAC Foodservice Program to run in 2011. Ads will run in Food Arts, Food Management, Plate and Restaurant Hospitality.

19. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RETAIL –Editorial Placements Total positive direct CAC trade press circulation = 98,246 for the month of February With four months into the fiscal year, total year-to-date positive direct CAC trade press circulation is 303,258..

20. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RETAIL – Ad Placements 9 ads featured California Avocados from November 2010 – February 2011

21. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RETAIL – Display Bins CAC has sent a total of 8 Retail Display Bins from November 2010 through January 2011 to the following retailer:

22. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RETAIL – Point of Sale Materials CAC has sent the following quantities of Point-of-Sale Materials to retailers from November 2010 to date: Over 50 POS Cards Over 30 Recipe Tear Pads Over 10 Ripe Sticker Rolls Over 50 Avocado Danglers

23. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RESEARCH – Growth in Purchases Leads to Growth in Consumption People consuming avocados has risen 48% in the past 10 years, and numbers show that 2010 is back up to pre-recession numbers Average # of avocados purchased by household * per year in the U.S. *Households between the ages of 25-54 that consume avocados Source: HAB Avocado Consumer Tracking Study by Cooper Roberts

24. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RESEARCH – More Avocados in the Home Home consumption in the Ad Markets and Remaining U.S. has increased significantly over time, suggesting that consumers are eating more avocados more often. Source: HAB Avocado Consumer Tracking Study by Cooper Roberts

25. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RESEARCH – Look Whats in Season Advertising and targeted promotions around California Avocados peak season between spring and summer drive purchasing behavior Source: HAB Avocado Consumer Tracking Study by Cooper Roberts

26. Home RevenueOnline Consumer Advertising Consumer PR Foodservice RetailResearch RESEARCH – Ad Markets are Where the Heavier Users Are 62% of the Ad Markets were classified as Heavy/Super Users, while just under half of the Remaining U.S. fall under this category Ad Markets 2010Remaining U.S. 2010 Light 1-12 Medium 12-16 Heavy 37-119 Super 120+ Light, 11% Light, 18% Medium, 27% Medium, 32% Super, 17% Super, 28% Heavy, 34% Heavy, 32% Source: HAB Avocado Consumer Tracking Study by Cooper Roberts