1. 1 Avocado Regional Composite South Central Region January – March: 2011 vs. 2012

2. Methodology Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) –Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas) Regional figures include data collected from all reporting retailers, as well as imputed data (non- reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area –Data is entered into CAST system –Using CAST, data is queried and reported 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 Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted Market compositions are provided by SymphonyIRI Group Total U.S. totals and averages utilized in comparisons includes all U.S. regions Retail data provided by SymphonyIRI Group / FreshLook Marketing Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews 2

3. South Central: Region Highlights Overview based on the following markets: –Dallas, TX; Houston, TX; Little Rock, AR South Central Overview –Category units declined -16% in 2011, but grew +37% in 2012 –Category dollars experienced consecutive growth of +15% in 2011, and +5% in 2012 –Category average selling price (ASP) grew +36% to $1.04/unit in 2011, but decreased -23% to $0.80/unit in 2012 –The rolling 12-month average was 19.4 million units per month with an ASP of $1.03/unit Volume peaked during Jan’12 at 31.9 million units, coinciding with when ASP was lowest at $0.74/unit South Central Per Store Averages –In 2012, per store unit average of 27,100 has grown +15% (+3,600 units) since 2010 –In 2012, per store dollar average of $21,600 has grown +20% (+$3,600) since 2010 South Central versus Total U.S. trends –South Central’s category unit trend of +37% was +11 points above the national average of +26% South Central’s PLU 4225 was the main driver of their performance with a volume growth of +119% (+14.9 million units), outperforming the national average by +107 points –South Central’s category dollar trend of +5% was -2 points below the national average of +7% –South Central’s 2012 category ASP of $0.80/unit was -10% lower than the national average of $0.88/unit 3

4. South Central: Region Retail Sales Overview Category units declined -16% in 2011, but grew +37% in 2012 Category dollars experienced consecutive growth of +15% in 2011, and +5% in 2012 Category average selling price (ASP) grew +36% to $1.04/unit in 2011, but decreased -23% to $0.80/unit in 2012 4 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. South Central: Per Store Averages In 2012, per store unit average of 27,100 has grown +15% (+3,600 units) since 2010 –‘12 vs. ‘11: Units increased +37%, +7,200 units –‘11 vs. ‘10: Units decreased -16%, -3,600 units In 2012, per store dollar average of $21,600 has grown +20% (+$3,600) since 2010 –‘12 vs. ‘11: Dollars increased +5%, +$980 –‘11 vs. ‘10: Dollars increased +15%, +$2,600 5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing +36.6% -15.5% +14.8%+4.8%

6. South Central vs. Total U.S.: PLU Comparisons January – March: 2011 vs. 2012 South Central’s category unit trend of +37% was +11 points above the national average of +26% –South Central’s PLU 4225, their #2 volume selling segment, unit trend of +119% was the main driver of its category performance, outperforming the national average by +107 points South Central’s category dollar trend of +5% was -2 point below the national average of +7% South Central’s 2012 category ASP of $0.80/unit was -10% lower than the national average 6 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. South Central Total Category by Month: Units to ASP (rolling 12-months) The rolling 12-month average was 19.4 million units per month at $1.03/unit –The recent 6-months (Oct'11-Mar'12) showed an average of 22.5 million units each month, +38% higher than the prior 6-months average of 16.3 million units ASP was the lowest during Jan’12 at $0.74/unit, coinciding with when volume peaked at 31.9 million units –The recent 6-months (Oct'11-Mar'12) showed an ASP of $0.85/unit, -34% lower than the prior 6-months which had an ASP of $1.28/unit 7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. South Central: Region Highlights Overview based on the following markets: –Dallas, TX; Houston, TX; Little Rock, AR South Central Overview –Category units declined -16% in 2011, but grew +37% in 2012 –Category dollars experienced consecutive growth of +15% in 2011, and +5% in 2012 –Category average selling price (ASP) grew +36% to $1.04/unit in 2011, but decreased -23% to $0.80/unit in 2012 –The rolling 12-month average was 19.4 million units per month with an ASP of $1.03/unit Volume peaked during Jan’12 at 31.9 million units, coinciding with when ASP was lowest at $0.74/unit South Central Per Store Averages –In 2012, per store unit average of 27,100 has grown +15% (+3,600 units) since 2010 –In 2012, per store dollar average of $21,600 has grown +20% (+$3,600) since 2010 South Central versus Total U.S. trends –South Central’s category unit trend of +37% was +11 points above the national average of +26% South Central’s PLU 4225 was the main driver of their performance with a volume growth of +119% (+14.9 million units), outperforming the national average by +107 points –South Central’s category dollar trend of +5% was -2 points below the national average of +7% –South Central’s 2012 category ASP of $0.80/unit was -10% lower than the national average of $0.88/unit 8

9. Appendix 9 Retail scan data is collected and entered into CAST approximately every 4-6 weeks –Data collection began in 1997 –Data is collected and distributed by Symphony Information Research, Inc. Group (SymphonyIRI Group) / FreshLook Marketing –Data is scrubbed and reviewed for accuracy prior to entry Total U.S. totals and averages utilized in comparisons includes all U.S. regions Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted