SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – SEPT 2013 vs. 2012 SOUTHEAST Region Regional Composite

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 This report is based on a Calendar Quarters. Note: We are looking for “TRENDS” that can assist the retailer to grow their avocado category. Trends are the most important factor in reviewing the category. Also, there may be some discrepancies between this data and the data the retailer uses internally for their reports.  This can be due to a number of reasons including timing issues, Distribution Center transfers, Club Cards, internal department charges, etc.

Southeast Region: Highlights - YTD through Q3 Overview based on the following geography: The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets Southeast Overview Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 points Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011 Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011 Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit Southeast Per Store Averages 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011 2013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011 Southeast versus Total U.S. trends SE category unit growth of +26% was +10 points higher than the national average SE category dollar trend of +22% was +8 points higher than the national average SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Southeast: YTD through Q3 Retail Dollar Trend Comparisons Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce 2012 versus 2011, Avocado dollar growth of +7% outpaced Fruit by +2 points and Produce by +4 points 2013 versus 2012, Avocado dollar growth of +22% outpaced Fruit by +11 points and Produce by +12 points 2013 versus 2011, Avocados dollar growth of +30% outpaced Fruit by +14 points and Produce by +18 points Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Southeast: YTD through Q3 Avocado Retail Overview Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011 Category units grew +36% in 2012 and +26% in 2013 for net growth of +72% over 2011 Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Southeast vs. Total U.S. YTD through Q3 PLU Comparisons SE category unit growth of +26% was +10 points higher than the national average SE growth was primarily driven by PLU 4046 which grew +13 million units SE category dollar trend of +22% was +8 points higher than the national average SE growth was primarily driven by PLU 4046 which grew +$18 million SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Southeast: YTD through Q3 Category Per Store Averages In 2013, per store dollar and unit averages exhibited growth over the prior year 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011 2013 Average units of 8,530 per store were +22% higher than 2012 and +60% higher than 2011 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing * Per store averages are based on stores selling

Southeast: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing Average Retail Units Per Store The peak quarter was 2013-Q2 at 2,978 units per store when ASP was $1.15/unit The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its highest point, $1.67/unit ASP Lowest ASP to date occurred during 2013-Q1 and 2013-Q2, $1.15/unit Highest ASP to date occurred during 2011-Q2, $1.67/unit * Per store averages are based on stores selling

Southeast Region: Highlights - YTD through Q3 Overview based on the following geography: The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets Southeast Overview Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 points Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011 Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011 Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit Southeast Per Store Averages 2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011 2013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011 Southeast versus Total U.S. trends SE category unit growth of +26% was +10 points higher than the national average SE category dollar trend of +22% was +8 points higher than the national average SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing