PLAINS Region Regional Composite REGIONAL DATA REPORT JAN – MAR 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 Q1 (January – March) 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

Plains: Region Highlights - YTD Q1 Overview based on the following markets: – The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additional cities not included in Markets Plains Overview – Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends – Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012 – Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012 – Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit Plains Per Store Averages – 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012 – 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012 Plains versus Total U.S. trends – PL category unit growth of +4% was -4 points lower than the national average – PL category dollar trend of +18% was -1 point lower than the national average – PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit 3

Plains: YTD Q1 Retail Dollar Trend Comparisons Avocados vs. Produce Avocado retail dollar trends through Q outpaced Produce retail dollar trends – 2013 versus 2012, Avocados outpaced Produce by +5 points – 2014 versus 2013, Avocados outpaced Produce by +14 points – 2014 versus 2012, Avocados grew +35%, outpacing Produce by +21 points 4

Plains: YTD Q1 Avocado Retail Overview Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012 Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012 Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit 5

Plains vs. Total U.S. YTD Q1 PLU Comparisons PL category unit growth of +4% was -4 points lower than the national average – PL growth was primarily driven by PLUs 4046 which grew +1 million units PL category dollar trend of +18% was -1 point lower than the national average – PL growth was driven by PLU 4046 and 4225, which collectively grew +$3 million PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit – PLU 4770 ASP increased +45% to $2.34/unit 6

Plains: YTD Q1 Category Per Store Averages In 2014, per store dollar and unit averages exhibited growth over the prior years – 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012 – 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than

Plains: 2011 through Q Per Store Averages By Quarter - Units vs. ASP Average Retail Units Per Store – The peak quarter was 2013-Q2 at 3,009 units per store when ASP was $1.11/unit – The lowest quarter was 2013-Q4 at 2,071 units per store when ASP was $1.26/unit ASP – Lowest ASP to date occurred during 2013-Q1, $1.01/unit – Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.26/unit 8

Plains: Region Highlights - YTD Q1 Overview based on the following markets: – The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additional cities not included in Markets Plains Overview – Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends – Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012 – Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012 – Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit Plains Per Store Averages – 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012 – 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012 Plains versus Total U.S. trends – PL category unit growth of +4% was -4 points lower than the national average – PL category dollar trend of +18% was -1 point lower than the national average – PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit 9