Olive Oil Dominique Scott Steven Marx

Category Snapshot TOTAL OLIVE OIL (SHORTENING, OIL) OZ. Total Dollars BehaviorScape Framework LifeStyle BehaviorStage Cosmopolitan Centers Affluent Suburban Spreads Comfortable Country Struggling Urban Cores Modest Working Towns Plain Rural Living Total Start-Up Families HHs with Young Children Only < Small Scale Families Small HHs with Older Children Younger Bustling Families Large HHs with Children (6+), HOH < Older Bustling Families Large HHs with Children (6+), HOH Young Transitionals Any size HHs, No Children, < Independent Singles 1 person HHs, No Children, Senior Singles 1 person HHs, No Children, Established Couples 2+ person HHs, No Children, Empty Nest Couples 2+ person HHs, No Children, Senior Couples 2+ person HHs, No Children, Total

Private LabelDa VinciStarBertolli Demographic Variables% Total $Index% Total $Index% Total $Index% Total $Index Race of Head of Household White64.6%9384.4% %9867.1%97 Black12.1%1015.6%4712.9% %96 Hispanic15.4%1255.7%4611.8%9515.2%123 Asian5.5%1272.5%574.6%1074.0%93 Other2.4%1091.9%862.9%1352.2%102 Number of Persons 1 Person16.0%5925.8%9622.8%8417.2%64 2 Persons35.9% % % %121 3 Persons19.2% % % %110 4 Persons14.8%1128.7%6610.6%8012.7%96 5+ Persons14.2%1288.4%7514.0% %117 Household Income Under $10,0005.7%725.6%717.4%934.7%59 $10,000 - $19,9999.3%8011.0%958.5%735.9%51 $20,000 - $29,9999.1%8016.6%1468.5%757.2%64 $30,000 - $39, %1007.0%6610.6%1009.4%90 $40,000 - $49,9998.2%889.3%1008.5%918.6%93 $50,000 - $74, % %9319.9% %111 $75,000 - $99, % %9913.3% %131 $100,000 - $149, % % % %133 $150,000 or More9.6%1199.8% % %167 Company Snapshot

GM of Category Leaders Manufacuter DG Elkins Facings DG Garland Facings WmCross Facings WmCamp Facings WMMLK Facings HPSCross FacingsHPSElkFacings HPSGar Facings WGCros Facings WGTown Facings BertolliMean 55.93% 69.67%36.05%66.66%35.79% N CarapelliMean 65.77% 63.74%51.52%70.61% N CriscoMean 36.09% 57.47%34.47%54.98%34.47% N Private LabelMean 66.00% 53.50%57.29% 69.66%69.65%69.66% N TotalMean 66.00% 48.22%57.29%59.34%54.59%58.04%51.03%68.39%71.09% N  Carapelli has highest margin.  Bertolli and private label also show strong margin.

NA 52 WEEKS ENDING 12/29/07 ITEM $ (000)DOLLAR SHAREITEM BUYERS (000)ITEM PENETRATION ITEM $ PER ITEM BUYER ITEM TRIPS PER ITEM BUYER ITEM $ PER ITEM TRIP ITEM UNITS PER ITEM TRIP N=RAW BUYERSPURCHASE CYCLE (IN ELAPSED DAYS) % REPEAT BUYERS (% 2+ TIME BUYERS) LOYALTY (SHARE OF $ REQ.) OLIVE OILTOTAL U.S. 722, , , WEST SOUTH CENTRAL 58, , , BERTOLLI - OLIVE OIL TOTAL U.S. 124, , , WEST SOUTH CENTRAL 15, CAPATRITI - OLIVE OIL TOTAL U.S. 9, WEST SOUTH CENTRAL NA CARAPELLI - OLIVE OIL TOTAL U.S. 38, , , WEST SOUTH CENTRAL 2, COLAVITA - OLIVE OIL TOTAL U.S. 10, WEST SOUTH CENTRAL NA CRISCO - OLIVE OIL TOTAL U.S. 9, , WEST SOUTH CENTRAL 3, DA VINCI - OLIVE OIL TOTAL U.S. 3, WEST SOUTH CENTRAL NA DELALLO - OLIVE OIL TOTAL U.S. 2, WEST SOUTH CENTRAL NA FILIPPO BERIO - OLIVE OIL TOTAL U.S. 95, , , WEST SOUTH CENTRAL 1, GOYA - OLIVE OILTOTAL U.S. 6, WEST SOUTH CENTRAL NA POMPEIAN - OLIVE OIL TOTAL U.S. 48, , , WEST SOUTH CENTRAL 5, SPECTRUM NATURALS - OLIVE OIL TOTAL U.S. 4, WEST SOUTH CENTRAL NA STAR - OLIVE OILTOTAL U.S. 37, , , WEST SOUTH CENTRAL 3,

FlagshipCash MachineMaintain Core TrafficUnder FireRehab Category Rolls Gross Margin % High Mediu m Low High Low Sales Dollar Volume

Category Role  Size, in U.S. Sales  $722,133,600 in sales 2007  $1 Billion > Olive Oil > $100 Million  Medium sized category  Average 1 Unit per trip  On Average 45.7% buy the same product each time.  Bertolli is the strongest brand

SKU Breakdown StoreSKU% of Cat WM(Cross) % WM(MLK) % WM(Campus)11.35% Hrp(Cross) % Hrp(Elk) % Hrp(Gar) % Wlg(Cross)22.70% Wlg(Town)22.70% DG(Elk)11.35% DG(Gar)11.35% Walmart on MLK has highest %: 41.89% Walmart on campus only carries one sku that is private label Harps on Garland carries 2 nd highest number of skus Less depth in Elkins

Local Demographics Demography 2 mile Ring Elkins Harps2 mile Ring Crossover Harps/Wmt2 mile Ring Garland Harps2 mile Ring Walmart MLK2 mile Ring Walmart Joyce % HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index% HHsHHs Index Race of Head of Household White92.5% % % % % 124 Black1.3%113.4%296.8%576.6%555.6%47 Hispanic2.2%182.1%174.7%384.9%393.6%29 Asian1.6%371.6%382.4%564.6%1081.9%45 Other2.4%1082.4%1052.7%1183.5% % 145 Number of Persons 1 Person20.3%7532.5% % % % Persons37.2% % % % %100 3 Persons16.7% %9814.8%9110.4%6413.7%84 4 Persons15.7% %838.4%635.9%457.2%55 5+ Persons10.1%915.0%455.4%492.8%253.7%34 Household Income Under $10,0006.5%848.2% % % % 162 $10,000 - $19, % % % % %110 $20,000 - $29,9998.1%7411.9%1109.7%8912.2% % 123 $30,000 - $39, % % % % % 186 $40,000 - $49,9997.9%886.1%688.3%938.0%896.5%72 $50,000 - $74, %1029.9%5512.2%689.0%5013.8%77 $75,000 - $99,9999.0%7610.6%897.4%633.2%277.2%60 $100,000 - $149, % % %864.2%348.7%70 $150,000 or More11.9% % %351.9%217.0%78 Age of Head of Household Age %787.2% % % % 258 Age %8319.8% % % % 153 Age %9716.9%9716.7%9614.4%8316.5%95 Age % %8611.3%5610.7%5313.9%69 Age % %9710.1%5210.9%5614.2%73 Age % %905.1%395.4%418.3%63 Age 75 or More9.6%898.2%774.1%393.9%3713.1% 122

Facings by % of Total Facings Manufacuter DG Elkins Facings DG Garland Facings WmCross Facings WmCamp Facings WMMLK Facings HPSCross FacingsHPSElkFacings HPSGar Facings WGCros Facings WGTown Facings BertolliMean N % of Total N 20.8% 19.4%23.1%15.8%23.1% CarapelliMean N % of Total N 8.3% 12.9%3.8%5.3%3.8% CriscoMean N % of Total N 8.3% 12.9%11.5%10.5%11.5% Private LabelMean N % of Total N 100.0% 25.0%100.0% 19.2%26.3%19.2% TotalMean N % of Total N 100.0%  High % of private labels in the category.  Bertolli is another major player in the category.  Carapelli had highest margin but has lower amount of facings.  Only private label at Walmart Campus

Category Health YOY  102 Skus reported Fall 2013 Facings 2013 Manufacuter New Walmart Joyce # of Facings Walmart NGHB # of Facings Harps # of Facings BertolliMean 1.00 N 323 % of Total N 23.1%5.6%12.5% CriscoMean 1.00 N 532 % of Total N 38.5%8.3% LuciniMean 1.00 N 32 % of Total N 23.1%5.6% PompeianMean 1.00 N 71 % of Total N 19.4%4.2% Private LabelMean 1.00 N 265 % of Total N 15.4%16.7%20.8% TotalMean 1.00 N % of Total N 100.0% Facings 2014 Manufacuter WmCross Facings HPSCross Facings HPSElkFaci ngs HPSGar Facings BertolliMean N 5636 % of Total N 20.80%23.10%15.80%23.10% CarapelliMean N 2111 % of Total N 8.30%3.80%5.30%3.80% CriscoMean N 2323 % of Total N 8.30%11.50%10.50%11.50% Private Label Mean N 6555 % of Total N 25.00%19.20%26.30%19.20% TotalMean N % of Total N %  74 Skus reported Spring 2014  Bertolli has gained more share and Lucini has disappeared.  Private label has become stronger.

Olive Oil