1. GREAT LAKES Region Regional Composite REGIONAL DATA REPORT JAN – DEC 2014 vs. 2013

2. Methodology 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 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, Produce = Total Produce including Avocados Timeframe: YTD Q4 (January – December) 2014 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 2

3. Great Lakes Region: Highlights - YTD Q4 Overview based on the following geography: – The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland, Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets Avocados (+15%) outpaced Total Produce (+4%) in retail dollar sales growth rate (2014 vs. 2013) – Great Lakes held a 13% share of Total Produce dollars and a 10% share of Avocado dollars 2014 vs. 2013, Avocado dollars in Great Lakes grew +15% and outpaced Total U.S. (+12%) by +3 points – All Quarters Posted Dollar Growth – During the same time, category volume grew +9% – Category average selling price (ASP) increased +5% to $1.19/unit – Great Lakes large Hass avocado (4225) gain of +12% was +8 points ahead of the national average Great Lakes posted the lowest dollars and second lowest units per store per week – Great Lakes averaged $226 and 190 units per store per week through Q4 2014 3

4. Great Lakes: YTD Q4 - Avocados vs. Produce 2014 vs. 2013, Avocado dollars grew +15%, +11 points ahead of Total Produce (+4%) Great Lakes held a 13% share of Total Produce dollars and a 10% share of Avocado dollars 4 Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate

5. Great Lakes: YTD Q4 Avocado Retail Overview 2014 vs. 2013, Category dollars grew +15%, while volume grew +9% – All quarters posted dollar growth 2014 vs. 2013, Category average selling price (ASP) increased +5% to $1.19/unit 5 All Quarters Posted Dollar Growth (2014 vs. 2013)

6. Great Lakes vs. Total U.S. - YTD Q4 PLU Comparisons Avocado dollar sales in GL increased +15%, +3 points ahead of Total U.S. (+12%) – Volume increased +9%, +4 points ahead of Total U.S. GL large Hass avocado (4225) drove dollar gains and grew +12%, +8 points ahead of the national average – Large avocados held the largest dollar share in GL and Total U.S. GL category ASP of $1.19/unit was +7% higher than the national average 6 Great Lakes Outpaced Total U.S. in Dollar and Volume Growth Rates

7. Great Lakes: YTD Category Per Store Per Week Averages Great Lakes had the slowest dollar velocity – Great Lakes averaged $226 per store per week through Q4 2014 Great Lakes had the second slowest unit velocity – Great Lakes averaged 190 units per store per week through Q4 2014 7 Lower Dollars and Units Per Store Per Week in Great Lakes Presents Opportunity for Growth

8. Great Lakes: 2012 through Q4-2014 Per Store Averages By Quarter - Units vs. ASP Average Retail Units Per Store – The peak quarter was 2013-Q2 at 2,865 units per store when ASP was $1.05/unit – The lowest quarter was 2012-Q1 at 1,814 units per store when ASP was at $1.13/unit ASP – Lowest ASP to date occurred during 2013-Q1, $1.02/unit – Highest ASP to date occurred during 2014-Q2 at $1.28/unit 8