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

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Sweet Potato 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 Sweet Potato 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 Sweet Potato vs. last year in Australia? Are households buying Sweet Potato more frequently? Are Sweet Potato 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 Sweet Potato 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 Sweet Potato vs. last year in Australia? Penetration Total Sweet Potato/Kumara Total Australia Penetration trend Total Sweet Potato/Kumara 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Sweet Potato added 59,658 buying households this year Senior Couples are the key buyers and contributed to adding more households this year Opportunity lies with Start Up Families and Established Couples to regain some lost Sweet Potato buyers Start Up Families Established Couples Senior Couples Year to 05/10/2013 Year to 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Sweet Potato more frequently? Frequency Total Sweet Potato/Kumara 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 are making more frequent trips to buy Sweet Potato Senior Couples are buying Sweet Potato more often vs. last year Start Up Families have reduced their shopping trips compared to the previous year Established Couples Senior Couples Start Up Families 2 Year to 05/10/2013 Year to 04/10/2014

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Sweet Potato buyers purchasing/spending more? Volume and Expenditure per trip Total Sweet Potato/Kumara Total Australia Senior Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Consumption of Sweet Potato has seen nominal growth vs. last year... … further, a slight increase in average dollar spend per trip is witnessed compared to year ago. 3 Start Up Families Established Couples 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 Sweet Potato/Kumara This Year Source: Nielsen Homescan Share of Trade ($) Total Sweet Potato/Kumara Volume vs. Year Ago Value vs. Year Ago Sweet Potato witnessed growth of +13% in volume and +18% in value predominantly driven by gains in Coles, Woolworths and Non-Supermarkets. Aldi has significantly grown in terms of value sales of Sweet Potato, however, is the only retailer to have declined in volume sales. This Year 4

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (6%) WA (15%) VIC (21%) NSW (34%) 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 Sweet Potato $ sales Source: Nielsen Homescan QLD is the only state to have witnessed a slight dip in penetration of Sweet Potato compared to last year. Consumption has increased significantly across the states with WA and SA+NT observing a rise of 1Kg per household per year. 5

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Sweet Potato performing compared to other Vegetables in the market? Source: Nielsen Homescan As a result of adding more households to the buyer base and growing frequency, Sweet Potato increased its volume share of market vs. other Vegetables this year. Couples (Senior + Established) increased the allocation of Sweet Potato they purchase compared to other Vegetables. Volume Sales Kg 6 Senior Couples Start Up Families Established Couples

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending more on Sweet Potato while their consumption per trip and average trips also increased this year. Along with adding almost 59,658 households to the buyer base in the current year, Sweet Potato witnessed an increase in their volume market share compared to last year. Sweet Potato recorded +18% value and +13% volume growth mainly due to growth in Coles, Woolworths and Non-Supermarkets. There is an opportunity of $0.4M if we are able to regain the lost buyers in Start Up Families and Established Couples. All states across Australia except QLD witnessed buyer base expansion this year. Rise in consumption of Sweet Potato was consistent across all states.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.