Celery Report Brand Health & Demographics Source: Nielsen Homescan data until 29 th October 2011 Nielsen Scantrack data (National Woolworths) until 23 rd October 2011

2 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Celery….. During last year, 68% of Australian Households purchased Celery, spending on average $9 and buying approximately 2 kilos this commodity in the same period.. Looking at Woolworths scanned information, Celery volume increased by 1%, while from a value perspective it grew by 3.5% Celery buyers are purchasing it less,however this was compensated by a slight increase in the amount spend per occasion While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year Opportunity to improve Celery penetration and average spend per year at Established Couples segment

3 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Homescan Overview

4 Copyright © 2011 The Nielsen Company. Confidential and proprietary. This report leverage two different types of information: 1) Retail Measurement Data (Scanning Sales) 2) Household Panel Information Complementary data sources, not substitutes for one another Address separate sets of business issues Volume & Share Tracking Promotion Execution & Effectiveness Price Sensitivity Account Performance Components of Sales Brand Loyalty & Repeat Demographics Buyer Analyses Cross Purchasing Switching/Source of Volume Store-Level Scanning SalesHousehold Panel Information

5 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Purchase data is automatically modemed back to Nielsen via the telephone line Nielsen processes the data together with stringent QC checking At home they scan the purchases via a barcode scanner - supplementing data from a barcode book for shopping trip info and non barcoded items Panel member buys products from any retail outlet and takes them home Information is supplied via Advisor i-sights to clients to evaluate consumer and retail trends. Start with a panel that is statistically representative of Australian households How does Household Panel Information (Homescan) work?

6 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Key Measures

7 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Source: Nielsen l Homescan Australia During last year, Celery penetration has decreased by 1.3%, while Celery buyers are spending $9 per year and purchasing about 2 kilos of the commodity per household. This chart compares Celery household reach (penetration) against other vegetables. Blue represents year ago while yellow represent current year This chart show the total average household spend across various vegetable commodities. This chart show the total average household volume purchase across various vegetable commodities.

8 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Celery buyers are purchasing the commodity less often than a year ago (5 times), however this was compensated by a slight increase in the amount spend during each shopping trip ($1.8) This chart compares how frequently Celery is purchased each year compared to other vegetable commodities Households are spending approximately $1.80 each time they purchase Celery Households are spending in total, approximately $9 per year in Celery

9 Copyright © 2011 The Nielsen Company. Confidential and proprietary. The total volume decrease was a result of a slight drop in the shopping frequency, while volume per occasion maintained its previous level. Source: Nielsen l Homescan Australia

10 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Average household spend on Vegetables peaked immediately following the natural disasters in February Cyclone Yasi QLD Floods This chart shows that the average household increased their spend (red line) on Vegetables in the periods during & after the natural disasters.

11 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Over a two year period we can see that average value weight of purchase has increased over the Cyclone Yasi period, however it has decreased at levels below than a year ago. Cyclone Yasi QLD Floods During peak seasons, average household spend decreased (red line) as the number of households increased (blue bars) Celery peak season January - August

12 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Variation in $AWOP are linked to changes in the level of spend per shopping occasion Cyclone Yasi QLD Floods Green Line: how many times consumers buy it – it is stable. Yellow Line: How much they spend each time. For November, this index reached: $1.6 Celery peak season January - August

13 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Looking at Woolworths information, Celery volume increased by 1%, while value did by 3.5% as prices increased by 8 cents.

14 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Looking at trended Woolworths information, the affects of Queensland natural disasters can be seen however, prices have dropped at levels below than a year ago. Cyclone Yasi QLD Floods Blue Line: Price per Kg. $2.36 in latest period vs. $3.03 last year. Yellow Bar: Kgs sold by Woolworths during each period. Celery peak season January - August

15 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Demographics

16 Copyright © 2011 The Nielsen Company. Confidential and proprietary. While most segments show mixed results, there is opportunity to improve performance at Established Couples on Penetration and average spend per year. The green bar represents the percent of each demographic purchasing in latest period with the red bar representing the percentage last year

17 Copyright © 2011 The Nielsen Company. Confidential and proprietary. From a Household income perspective, opportunities arise to recover penetration at Medium and High income households. High Income households have increased their importance in value at expense of Low income during the last year

18 Copyright © 2011 The Nielsen Company. Confidential and proprietary. 1-2 member households have had the most significant contribution to value sales within Celery, however still opportunity to increase reach within this household size 1-2 member household size is the most important demographic as they account for 58% of sales. Opportunity to increase reach as 1- 2 member household has the lowest penetration

19 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Share of Trade

20 Copyright © 2011 The Nielsen Company. Confidential and proprietary. While WW, Coles and Green Grocers lead Celery trade, Green Grocers and Coles have manage to increase their importance during last year. This pie chart shows how is the Celery value distribution among different retailers/channels of trade This show the actual sales values percentage growth/decline behind the share of trade changes

21 Copyright © 2011 The Nielsen Company. Confidential and proprietary. While Green Grocers and Coles increased their share, WW decline was a result of an important drop in the penetration for this commodity

22 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Buyers have increased their total spend and spend per occasion for all Channel/Retailers.

23 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Glossary

24 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Terms Penetration – The proportion of households purchasing a product in the specified period expressed as a percentage of all households. Average Weight of Purchase (AWOP) – The average volume/value/units of a product bought across all buyers of that product in the specified period. Occasions Per Buyer – The average no. of times each buyer purchases the specified product in a specified period. A product/date/shop combination, eg. a household purchasing 2 identical products on a shopping trip to Woolworths constitutes a single purchase occasion. Amount Per Occasion – Average value or units purchased on each purchase occasion. QTR – Quarter year; rolling 13 weeks. MAT – Moving annual total; a rolling yearly total which accumulates 52 weeks of data. PP – Prior Period YA – Year Ago.

25 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Lifestage Demographic Definitions Young Transitionals Adult households (no children <=17) Head of household <35 Small scale families Households with oldest child 6-11 years Start-up families Households with young children only, oldest child < 6 Bustling families Households with oldest child years Senior Couples Two (2) or more adults (No children <=17) Head of household 60 or over Independent singles One (1) person adult household (No children <=17) Head of household >=35 Established Couples Two (2) or more adults (No children <=17) Head of household 35-59

26 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Young Transitionals, 15% Start Up Families,9% Small Scale Families,11% Bustling Families,16% Independent Singles,17% Established Households, 18% Senior Couples, 14% Lifestage Distribution of Households

27 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Scanning guide enhancements were introduced in August 2009, providing greater depth of information…

28 Copyright © 2011 The Nielsen Company. Confidential and proprietary. How to read a Source of Volume Chart New/Lost Category Buyers Households that purchased the category in one period but not the other and the focus brand was included in the category purchases. New/Lost Brand Buyers Gains or Losses within the Focus Brands by Households who added/omitted the focus brand to their category purchases. Existing brand buyers The Focus Brand experienced gains/losses from households who increased/decrea sed their purchases of the focus brand Switching Includes households who shifted their focus brand purchases from/to alternative category items.

29 Copyright © 2011 The Nielsen Company. Confidential and proprietary. Appendix

30 Copyright © 2011 The Nielsen Company. Confidential and proprietary.