CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN - JUN 2014 vs. 2013

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 Q2 (January – June) 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

California Region: Highlights - YTD Q2 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 California Overview – In Q2 2014, Avocado dollar growth of +10% outpaced Produce by +2 points – Category dollars grew +6% in 2013 and +10% in 2014 for a net growth of +17% over 2012 – Category units grew +8% in 2013 and declined -7% in 2014 for net growth of +1% over 2012 – Category average selling price (ASP) decreased -2.0% in 2013 and increased +18% in 2014 to $1.07/unit California Per Store Averages – 2014 Average dollars of $19,122 per store were +8% higher than 2013, and +13% higher than 2012 – 2014 Average units of 17,922 per store were -9% lower than 2013 and -2% lower than 2012 California versus Total U.S. trends – CA category units declined -7% while the national average grew +3% – CA category dollar trend of +10% was -8 points lower than the national average – CA 2014 category ASP grew +18% to $1.07/unit, but was -4% lower than the national average of $1.11/unit 3

California: YTD Q2 Retail Dollar Trend Comparisons Avocados vs. Produce Avocado retail dollars through Q trended ahead of Produce – 2013 versus 2012, Avocados lagged Produce by -4 points – 2014 versus 2013, Avocado dollar growth of +10% outpaced Produce by +2 points – 2014 versus 2012, Avocados lagged Produce by -3 points 4

California: YTD Q2 Avocado Retail Overview Category dollars grew +6% in 2013 and +10% in 2014 for a net growth of +17% over 2012 Category units grew +8% in 2013 and declined -7% in 2014 for net growth of +1% over 2012 Category average selling price (ASP) decreased -2.0% in 2013 and increased +18% in 2014 to $1.07/unit 5

California vs. Total U.S. YTD Q2 PLU Comparisons CA category units declined -7% while the national average grew +3% – CA category units switched from primarily PLU 4225 to 4046 CA category dollar trend of +10% was -8 points lower than the national average – CA growth was primarily driven by PLU 4046, which grew +$19 million CA 2014 category ASP increased +18% to $1.07/unit, but was -4% lower than the national average of $1.11/unit – 4046 ASP increased 30% vs. prior year to $0.84/unit 6

California: YTD Q2 Category Per Store Averages In 2014, per store dollar average exhibited growth over the prior year – 2014 Average dollars of $19,122 per store were +8% higher than 2013, and +13% higher than 2012 – 2014 Average units of 17,922 per store were -9% lower than 2013 and -2% lower than

California: 2012 through Q Per Store Averages By Quarter - Units vs. ASP Average Retail Units Per Store – The peak quarter was 2013-Q2 at 10,048 units per store when ASP was $0.93/unit – The lowest quarter was 2013-Q4 at 7,754 units per store when ASP was at $1.05/unit ASP – Lowest ASP to date occurred during 2012-Q1, $0.87/unit – Highest ASP to date occurred during 2014-Q2 at $1.15/unit 8

California Region: Highlights - YTD Q2 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 California Overview – In Q2 2014, Avocado dollar growth of +10% outpaced Produce by +2 points – Category dollars grew +6% in 2013 and +10% in 2014 for a net growth of +17% over 2012 – Category units grew +8% in 2013 and declined -7% in 2014 for net growth of +1% over 2012 – Category average selling price (ASP) decreased -2.0% in 2013 and increased +18% in 2014 to $1.07/unit California Per Store Averages – 2014 Average dollars of $19,122 per store were +8% higher than 2013, and +13% higher than 2012 – 2014 Average units of 17,922 per store were -9% lower than 2013 and -2% lower than 2012 California versus Total U.S. trends – CA category units declined -7% while the national average grew +3% – CA category dollar trend of +10% was -8 points lower than the national average – CA 2014 category ASP grew +18% to $1.07/unit, but was -4% lower than the national average of $1.11/unit 9