1 Avocado Regional Composite TOTAL U.S. January – March 2010 vs vs. 2012

Methodology Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) –Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas) Regional figures include data collected from all reporting retailers, as well as imputed data (non- reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area –Data is entered into CAST system –Using CAST, data is queried and reported 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 Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted Market compositions are provided by SymphonyIRI Group Total U.S. totals and averages utilized in comparisons includes all U.S. regions Retail data provided by SymphonyIRI Group / FreshLook Marketing Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews 2

Total U.S.: Highlights Total U.S. Overview –Category units declined -7% in 2011, but grew +26% in 2012 –Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012 –Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but declined -15% to $0.88/unit in 2012 –The rolling 12-month average was million units per month with an ASP of $1.10/unit Volume peaked in Jan’12 at million units sold ASP was the lowest during Feb’12 at $0.85/unit Total U.S. Per Store Averages –In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010 –In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010 Total U.S. trends –In 2012, category units increased million units since 2010 ‘12 vs. ‘11: +26% (+85.1 million) ‘11 vs. ‘10: -7% (-23.0 million) –In 2012, category dollars increased +$53.2 million since 2010 ‘12 vs. ‘11: +7% (+$22.1 million) ‘11 vs. ‘10: +10% (+$31.1 million) –The 2012 category ASP of $0.88/unit decreased -15% from 2011, and was slightly lower than

Total U.S.: Retail Sales Overview Category units declined -7% in 2011, but grew +26% in 2012 Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012 Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but decreased -15% to $0.88/unit in Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Total U.S.: Per Store Averages In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010 –‘12 vs. ‘11: Units increased +26%, +2,600 units –‘11 vs. ‘10: Units decreased -7%, -710 units In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010 –‘12 vs. ‘11: Dollars increased +7%, +$680 –‘11 vs. ‘10: Dollars increased +10%, +$950 5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing +25.9% -6.6% +10.0%+6.5%

Total U.S.: PLU Comparisons January – March: ‘10 vs. ‘11 vs. ‘12 In 2012, category units increased million units since 2010 –‘12 vs. ‘11: +26% (+85.1 million units) –‘11 vs. ‘10: -7% (-23.0 million units) In 2012, category dollars increased +$53.2 million since 2010 –‘12 vs. ‘11: +7% (+$22.1 million) –‘11 vs. ‘10: +10% (+$31.1 million) The 2012 category ASP of $0.88/unit decreased -15% from 2011, and it was slightly lower than Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Total U.S. Total Category by Month: Units to ASP (rolling 12-months) The rolling 12-month average was million units per month at $1.10/unit –The recent 6-months (Oct’11-Mar’12) showed an average of million units each month, +25% higher than the prior 6-months average of 96.1 million units –Jan’12 was the peak of the 12 months observed with million units sold ASP was lowest during Feb’12 at $0.85/unit –The recent 6-months (Oct’11-Mar’12) showed an ASP of $0.92/unit, -30% lower than the prior 6-months which had an ASP of $1.31/unit 7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Total U.S.: Highlights Total U.S. Overview –Category units declined -7% in 2011, but grew +26% in 2012 –Category dollars experienced consecutive growth of +10% in 2011, and +7% in 2012 –Category average selling price (ASP) grew +18% to $1.04/unit in 2011, but declined -15% to $0.88/unit in 2012 –The rolling 12-month average was million units per month with an ASP of $1.10/unit Volume peaked in Jan’12 at million units sold ASP was the lowest during Feb’12 at $0.85/unit Total U.S. Per Store Averages –In 2012, per store unit average of 12,700 has grown +18% (+1,900 units) since 2010 –In 2012, per store dollar average of $11,200 has grown +17% (+$1,600) since 2010 Total U.S. trends –In 2012, category units increased million units since 2010 ‘12 vs. ‘11: +26% (+85.1 million) ‘11 vs. ‘10: -7% (-23.0 million) –In 2012, category dollars increased +$53.2 million since 2010 ‘12 vs. ‘11: +7% (+$22.1 million) ‘11 vs. ‘10: +10% (+$31.1 million) –The 2012 category ASP of $0.88/unit decreased -15% from 2011, and was slightly lower than

Appendix Retail scan data is collected and entered into CAST approximately every 4-6 weeks –Data collection began in 1997 –Data is collected and distributed by Symphony Information Research, Inc. Group (SymphonyIRI Group) / FreshLook Marketing –Data is scrubbed and reviewed for accuracy prior to entry Total U.S. totals and averages utilized in comparisons includes all U.S. regions Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted 9