CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2016 vs. 2015

Methodology Categories: – Avocados – Total produce: Includes avocados Timeframe: YTD Q1 (January – March) 2016 Average Selling Price (ASP) is not Advertised Retail Price – Average selling price = Dollars/Volume (Units) = Average price per unit Retail data provided by IRI / FreshLook Marketing – HAB's calculation based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category for Multi-Outlet (MULO). Multi-outlet reporting includes an aggregation of the following channels: grocery, mass, club, drug, dollar and military. The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources. – Important Note: IRI / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews 2

California Region: Highlights - YTD Q1 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 markets 2016 vs. 2015, avocado dollars in California grew +2%, and lagged Total U.S. by -3 points – Avocado dollars lagged total produce (+6%) by -4 points – Category units increased +14% – Category average selling price (ASP) decreased -11% to $0.87/unit – Bagged avocados drove dollar and unit growth, adding +$8.3MM and +22.3MM units to the category – Bagged avocado ASP decreased -40% to $0.51/unit, -26% lower than the national average California posted the second highest dollars and units per store per week – California averaged $785 and 903 units per store per week through Q

California: YTD Q1 - Avocados vs. Total Produce 2016 vs. 2015, avocado dollars grew +2%, lagging total produce (+6%) by -4 points California held an 11% share of total produce dollars and an 17% share of avocado dollars 4 Avocados Lagged Total Produce in Retail Dollar Sales Growth Rate (2016 vs. 2015)

California: YTD Q1 Avocado Retail Overview 2016 vs. 2015, Category dollars grew +2% – Units grew +14% 2016 vs. 2015, Category average selling price (ASP) decreased -11% to $0.87/unit 5 California Avocado Sales Posted Double-Digit Growth in Units (2016 and 2015)

California vs. Total U.S. - YTD Q1 PLU Comparisons Avocado dollar sales in CA increased +2%, -3 points behind Total U.S. – Volume increased +14%, -3 points behind Total U.S. Bagged avocados drove dollar and volume growth, adding +$8.3MM and +22.3MM units to the category – Bagged avocado ASP decreased -41% to $0.51/unit, -26% lower than the national average 6 California Lagged Total U.S. in Dollar and Volume Growth

California: YTD Q1 Category Per Store Per Week Averages California had the second fastest dollar velocity at nearly double the U.S. average – California averaged $785 per store per week through Q California had the second fastest unit velocity at more than double the U.S. average – California averaged 903 units per store per week through Q California Posted the Second Highest Dollars and Units Per Store Per Week

California: 2014-Q1 through 2016-Q1 Units vs. ASP Retail Units – The peak quarter was 2016-Q1 at 92MM units when ASP was $0.87/unit – The lowest quarter was 2014-Q4 at 62MM units when ASP was at $1.03/unit ASP – Lowest ASP to date occurred during 2016-Q1, $0.87/unit – Highest ASP to date occurred during 2014-Q3 at $1.19/unit 8