1 Avocado Regional Composite Plains Region January – March: 2011 vs. 2012

Methodology Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) –Symphony Information Resources Inc. 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 by SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews 2

Plains: Region Highlights Overview based on the following markets: –St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO; Wichita, KS Plains Overview –Category units declined -7% in 2011, but grew +17% in 2012 –Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012 –Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but decreased -4% to $1.08/unit in 2012 –The rolling 12-month average was 4.5 million units per month with an ASP of $1.31/unit Volume peaked in Jan’12 and Feb’12 with 6.1 million units sold ASP was the lowest at $1.02/unit during Feb’12 Plains Per Store Averages –In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010 –In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010 Plains versus Total U.S. trends –Plains’ category unit trend of +17% underperformed the national average by -9 points –Plains’ category dollar trend of +13% was +6 points above the national average of +7% Plains’ PLU 4046 (its #2 selling segment) category growth of +$1.8 million accounted for 89% of the total category growth of +$2.0 million –Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit 3

Plains: Region Retail Sales Overview Category units declined -7% in 2011, but grew +17% in 2012 Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012 Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but declined -4% to $1.08/unit in Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Plains: Per Store Averages In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010 –‘12 vs. ‘11: Units increased +17%, +1,080 units –‘11 vs. ‘10: Units decreased -7%, -510 units In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010 –‘12 vs. ‘11: Dollars increased +13%, +$900 –‘11 vs. ‘10: Dollars increased +4%, +$300 5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing +16.7% -7.3% +4.4%+12.5%

Plains vs. Total U.S.: PLU Comparisons January – March: 2011 vs Plains’ category unit trend of +17% underperformed the national average by -9 points –The Plains’ PLU 4225 (their #1 selling segment) unit trend of +1% underperformed the national average by -11 points Plains’ category dollar trend of +13% was +6 points above the national average of +7% –The Plains’ PLU 4046 (their #2 selling size) was the main driver of its category performance with a dollar growth +1.8 million, accounting for 89% of the total category growth of +$2.0 million Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit 6 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Plains Total Category by Month: Units to ASP (rolling 12-months) The rolling 12-month average was 4.5 million units per month at $1.31/unit –The recent 6-months (Oct'11-Mar'12) showed an average of 4.8 million units each month, +14% higher than the prior 6-months average of 4.2 million units –Volume peaked during Jan’12 and Feb’12 with 6.1 million units sold ASP was the lowest during Feb’12 at $1.02/unit –The recent 6-months (Oct'11-Mar'12) showed an ASP of $1.12/unit, -26% lower than the prior 6-months which had an ASP of $1.52/unit 7 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

Plains: Region Highlights Overview based on the following markets: –St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO; Wichita, KS Plains Overview –Category units declined -7% in 2011, but grew +17% in 2012 –Category dollars experienced consecutive growth of +4% in 2011, and +13% in 2012 –Category average selling price (ASP) grew +13% to $1.12/unit in 2011, but decreased -4% to $1.08/unit in 2012 –The rolling 12-month average was 4.5 million units per month with an ASP of $1.31/unit Volume peaked in Jan’12 and Feb’12 with 6.1 million units sold ASP was the lowest at $1.02/unit during Feb’12 Plains Per Store Averages –In 2012, per store unit average of 7,500 has grown +8% (+570 units) since 2010 –In 2012, per store dollar average of $8,100 has grown +17% (+$1,200) since 2010 Plains versus Total U.S. trends –Plains’ category unit trend of +17% underperformed the national average by -9 points –Plains’ category dollar trend of +13% was +6 points above the national average of +7% Plains’ PLU 4046 (its #2 selling segment) category growth of +$1.8 million accounted for 89% of the total category growth of +$2.0 million –Plains’ 2012 category ASP of $1.08/unit was +23% higher than the national average of $0.88/unit 8

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