1. CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN - SEPT 2013 vs. 2012

2. 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 2

3. California Region: Highlights - YTD through Q3 Overview based on the following geography: – The California Region captures the Markets of Los Angeles, Sacramento, San Diego and San Francisco, plus additional cities not included in those Markets California Overview – In Q3 2013, Avocado retail dollars trended behind Fruit and Produce by -2 points and -4 points, respectively – Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011 – Category units grew +51% in 2012 and +4% in 2013 for a net growth +57% over 2011 – Category average selling price (ASP) decreased -29% in 2012 and increased +2% in 2013 to $0.93/unit California Per Store Averages – 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011 – 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011 California versus Total U.S. trends – CA category unit growth of +4% was -12 points lower than the national average – CA category dollar trend of +7% was -7 points lower than the national average – CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit 3

4. California: YTD through Q3 Retail Dollar Trend Comparisons Avocado retail dollars through Q3 2013 trended behind Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +7% outpaced Fruit by +2 points and Produce by +6 points – 2013 versus 2012, Avocado dollar growth of +7% trended behind Fruit by -2 points and Produce by -4 points – 2013 versus 2011, Avocados trended behind Fruit by -1 point and outpaced Produce by +3 points 4

5. California: YTD through Q3 Avocado Retail Overview Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011 Category units grew +51% in 2012 and +4% in 2013 for net growth of +57% over 2011 Category average selling price (ASP) decreased -29% in 2012 and increased +2% in 2013 to $0.93/unit 5

6. California vs. Total U.S. YTD through Q3 PLU Comparisons CA category unit growth of +4% was -12 points lower than the national average – CA growth was driven by PLUs 4225 and 4770 which each grew over +4 million units CA category dollar trend of +7% was -7 points lower than the national average – CA growth was primarily driven by PLU 4225 which grew +$6 million CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit 6

7. California: YTD through Q3 Category Per Store Averages In 2013, per store dollar and unit averages exhibited slight growth over the prior year – 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011 – 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011 7 * Per store averages are based on stores selling

8. California: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP Average Retail Units Per Store – The peak quarter was 2013-Q2 at 13,055 units per store when ASP was $0.92/unit – The lowest quarter was 2011-Q3 at 7,256 units per store when ASP was at its highest point, $1.48/unit ASP – Lowest ASP to date occurred during 2012-Q1, $0.87/unit – Highest ASP to date occurred during 2011-Q3, $1.48/unit 8 * Per store averages are based on stores selling

9. California Region: Highlights - YTD through Q3 Overview based on the following geography: – The California Region captures the Markets of Los Angeles, Sacramento, San Diego and San Francisco, plus additional cities not included in those Markets California Overview – In Q3 2013, Avocado retail dollars trended behind Fruit and Produce by -2 points and -4 points, respectively – Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011 – Category units grew +51% in 2012 and +4% in 2013 for a net growth +57% over 2011 – Category average selling price (ASP) decreased -29% in 2012 and increased +2% in 2013 to $0.93/unit California Per Store Averages – 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011 – 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011 California versus Total U.S. trends – CA category unit growth of +4% was -12 points lower than the national average – CA category dollar trend of +7% was -7 points lower than the national average – CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit 9