1. SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – SEPT
2013 vs. 2012
SOUTHEAST Region
Regional Composite

2. Methodology
Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)
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
Data is entered into CAST system
Using CAST, data is queried and reported approximately every 4 weeks
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
Fruit = Total Fruit excluding Avocados
Produce = Total Produce including Avocados
Timeframe: YTD Q1, Q2 and Q3 (January – September) 2013
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
This report is based on a Calendar Quarters.
Note: We are looking for “TRENDS” that can assist the retailer to grow their avocado category. Trends are the most important factor in reviewing the category. Also, there may be some discrepancies between this data and the data the retailer uses internally for their reports.  This can be due to a number of reasons including timing issues, Distribution Center transfers, Club Cards, internal department charges, etc.

3. Southeast Region: Highlights - YTD through Q3
Overview based on the following geography:
The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets
Southeast Overview
Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 points
Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011
Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011
Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit
Southeast Per Store Averages
2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011
2013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011
Southeast versus Total U.S. trends
SE category unit growth of +26% was +10 points higher than the national average
SE category dollar trend of +22% was +8 points higher than the national average
SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Southeast: YTD through Q3 Retail Dollar Trend Comparisons
Avocado retail dollars through Q trended ahead of Fruit and Produce
2012 versus 2011, Avocado dollar growth of +7% outpaced Fruit by +2 points and Produce by +4 points
2013 versus 2012, Avocado dollar growth of +22% outpaced Fruit by +11 points and Produce by +12 points
2013 versus 2011, Avocados dollar growth of +30% outpaced Fruit by +14 points and Produce by +18 points
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Southeast: YTD through Q3 Avocado Retail Overview
Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011
Category units grew +36% in 2012 and +26% in 2013 for net growth of +72% over 2011
Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Southeast vs. Total U.S. YTD through Q3 PLU Comparisons
SE category unit growth of +26% was +10 points higher than the national average
SE growth was primarily driven by PLU 4046 which grew +13 million units
SE category dollar trend of +22% was +8 points higher than the national average
SE growth was primarily driven by PLU 4046 which grew +$18 million
SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Southeast: YTD through Q3 Category Per Store Averages
In 2013, per store dollar and unit averages exhibited growth over the prior year
2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011
2013 Average units of 8,530 per store were +22% higher than 2012 and +60% higher than 2011
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
* Per store averages are based on stores selling

8. Southeast: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing
Average Retail Units Per Store
The peak quarter was 2013-Q2 at 2,978 units per store when ASP was $1.15/unit
The lowest quarter was 2011-Q2 at 1,591 units per store when ASP was at its highest point, $1.67/unit
ASP
Lowest ASP to date occurred during 2013-Q1 and 2013-Q2, $1.15/unit
Highest ASP to date occurred during 2011-Q2, $1.67/unit
* Per store averages are based on stores selling

9. Southeast Region: Highlights - YTD through Q3
Overview based on the following geography:
The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets
Southeast Overview
Through Q3 2013, Avocado retail dollars outpaced Fruit by +11 points and Produce by +12 points
Category dollars were up +7% in 2012 and +22% in 2013 for a net growth of +30% over 2011
Category units grew +36% in 2012 and +26% in 2013 for a net growth +72% over 2011
Category average selling price (ASP) decreased -22% in 2012 and -4% in 2013 to $1.19/unit
Southeast Per Store Averages
2013 Average dollars of $10,161 per store were +18% higher than 2012 and +21% higher than 2011
2013 Average units of 8,530 per store were +31% higher than 2012 and +22% higher than 2011
Southeast versus Total U.S. trends
SE category unit growth of +26% was +10 points higher than the national average
SE category dollar trend of +22% was +8 points higher than the national average
SE 2013 category ASP of $1.19/unit was +18% higher than the national average of $1.01/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing