Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Fresh Salad market in Australia 6 Australian Fresh Salad Report Year To 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Fresh Salad Monthly Report Year To September 2014 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: Year To 2014: 52 weeks to 04/10/2014 Year To 2013: 52 weeks to 05/10/2013 Objective The purpose of this report is to provide a monthly market overview for the Australian Fresh Salad category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report is part of a vegetable consumer purchase data project funded by HAL using the vegetable levy and matched funds from the Australian Government. Research Methodology – Nielsen Homescan A Panel of 10,000 Australian households Demographically and geographically representative Households electronically record their household purchases of all take-home grocery goods (fresh and packaged)

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (17.6% of population) ESTABLISHED COUPLES | 2 or more adults (22.4% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (20.9% of population) YOUNG TRANSITIONALS | Adults <35 with no children (9.2% of population) BUSTLING FAMILIES | Oldest Child (13.9% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.4% of population)

Copyright ©2013 The Nielsen Company. Confidential and proprietary Are more households buying Fresh Salad vs. last year in Australia? Are households buying Fresh Salad more frequently? Are Fresh Salad buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Fresh Salad performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Are more households buying Fresh Salad vs. last year in Australia? Penetration Total Fresh Salad Total Australia Penetration trend Total Fresh Salad 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Fresh Salad added 51,704 buying households this year Bustling Families have contributed to this additional households for Fresh Salad Opportunity lies if we regain the lost Fresh Salad buyers of Small Scale Families Established Couples Small Scale Families Bustling Families Year to 05/10/2013 Year to 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Fresh Salad more frequently? Frequency Total Fresh Salad Total Australia Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year Buyers have slightly increased the number of shopping trips they take to buy Fresh Salad All the key demographic groups have showcased the same trend Bustling Families Established Couples Small Scale Families 2 Year to 05/10/2013 Year to 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Fresh Salad buyers purchasing/spending more? Volume and Expenditure per trip Total Fresh Salad Total Australia Established Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Volume Consumption of Fresh Salad has remained stable vs. last year... … however, buyers are spending slightly more per trip on Fresh Salad compared to year ago. 3 Small Scale Families Bustling Families Year to 05/10/2013 Year to 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Fresh Salad This Year Source: Nielsen Homescan Share of Trade ($) Total Fresh Salad Volume vs. Year Ago Value vs. Year Ago Fresh Salad witnessed growth in terms of both value and volume sales this year, driven by growth in all Supermarkets. Woolworths performed better than Coles and grew by +12% in terms of volume sales and +9% in value sales of Fresh Salad. This Year 4

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (8%) WA (11%) VIC (23%) NSW (32%) Is there a particular state driving the category performance? QLD (21%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Fresh Salad $ sales Source: Nielsen Homescan The number of buying households for Fresh Salad increased across all states this year. Consumption of Fresh Salad increased in all the states across Australia except SA+NT. 5

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Fresh Salad performing compared to other Vegetables in the market? Source: Nielsen Homescan Fresh Salad added buyers to the buyer base this year, resulting in increasing its volume share of market vs. other Vegetables. All the key household groups contributed to this increase in the volume share. Volume Sales Kg 6 Established Couples Small Scale Families Bustling Families

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending slightly more on Fresh Salad while their consumption per trip remained the same. The shopping frequency has increased this year. Fresh Salad added 51,704 households to the buyer base this year, and increased its volume market share vs. other vegetables compared to last year. Fresh Salad witnessed growth in both value and volume sales due to good performances across all Supermarkets. All the three key demographic groups are contributing towards increase in spend by expanding their spend per trip and number of trips. The number of buying households increased across all states this year. Buyers are consuming more Fresh Salad across all states except SA+NT.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.