1. 1 Avocado Regional Composite Total U.S. 2012 YTD Q2 (January – June) Prepared by: Fusion Marketing

2. Methodology Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) –Symphony Information Resources Inc. Group (SymphonyIRI 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 Quarters unless otherwise noted Total U.S. totals and averages utilized in comparisons includes all U.S. regions Retail data provided by SymphonyIRI Group / FreshLook Marketing Important Note: SymphonyIRI Group / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews 2

3. Total U.S. Highlights YTD Q2 Overview based on the following: –All regions including: California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West Total U.S. Overview –Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years –Category dollars grew for 2 consecutive years, for net growth of +17% in 2012 from 2010 –Category units grew to 850 million units in 2012 for net growth of +15% since 2010 –Category average selling price (ASP) in 2012 was +2% higher than the 2010 ASP Total U.S. Per Store Averages –2012 Average dollars of $4,412 per store were +7% higher than 2011 and +15% higher than 2010 –2012 Average units of 4,829 per store were +34% higher than 2011 and +12% higher than 2010 –Quarterly per store units peaked in 2012-Q2 at 2,454 units per store when ASP was $0.95/unit 3

4. Total U.S. YTD Q2 Retail Dollar Trend Comparisons Avocados vs. Fruit vs. Produce Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years –2011 versus 2010, Avocados outpaced Fruit and Produce by +4 points –2012 versus 2011, Avocados outpaced Fruit by +7 points and Produce by +10 points –2012 versus 2010, Avocados dollars grew +17% which outpaced Fruit by +12 points and Produce by +13 points 4

5. Total U.S. YTD Q2 Avocado Retail Overview Category dollars grew for 2 consecutive years, for net growth of +17% in 2012 from 2010 Category units grew to 850 million units in 2012 for net growth of +15% since 2010 Category average selling price (ASP) increased +27% in 2011 from 2010, but declined -20% in 2012 from 2011 to $0.91/unit –2012 ASP was +2% higher than the 2010 ASP 5

6. Total U.S. YTD Q2 PLU Comparisons Total U.S. 2011 category units declined from 2010, but grew +36% in 2012 from 2011 to 850 million units which was +15% greater than the 2010 total –2012 gains were primarily driven by PLU 4046 and Bagged Avocados which grew +138.8 million units from 2010 Total U.S. category dollars grew 2 consecutive years to $776 million in 2012 which was +17% greater than the 2010 total –2012 gains were primarily driven by PLU 4046 which grew +$74.7 million from 2010 Total U.S. 2012 category ASP of $0.91/unit declined from 2011, but was +2% higher than the 2010 average of $0.89/unit 6

7. Total U.S. YTD Q2 Category Per Store Averages In 2012, per store dollar and unit averages exhibited growth from 2011 –2012 Average dollars of $4,412 per store were +7% higher than 2011 and +15% higher than 2010 –2012 Average units of 4,829 per store were +34% higher than 2011 and +12% higher than 2010 7

8. Total U.S. 2010 through Q2-2012 Per Store Averages by Quarter: Units vs. ASP Average Retail Units Per Store –The peak quarter was 2012-Q2 at 2,454 units per store when ASP was $0.95/unit –The lowest quarter was 2011-Q3 at 1,658 units per store when ASP was at its highest point of $1.34/unit ASP –Lowest ASP to date occurred during 2010-Q1 and 2012-Q1, $0.87/unit –Highest ASP to date occurred during 2011-Q3, $1.34/unit 8

9. Total U.S. Highlights YTD Q2 Overview based on the following: –All regions including: California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West Total U.S. Overview –Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years –Category dollars grew for 2 consecutive years, for net growth of +17% in 2012 from 2010 –Category units grew to 850 million units in 2012 for net growth of +15% since 2010 –Category average selling price (ASP) in 2012 was +2% higher than the 2010 ASP Total U.S. Per Store Averages –2012 Average dollars of $4,412 per store were +7% higher than 2011 and +15% higher than 2010 –2012 Average units of 4,829 per store were +34% higher than 2011 and +12% higher than 2010 –Quarterly per store units peaked in 2012-Q2 at 2,454 units per store when ASP was $0.95/unit 9

10. 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 Quarters unless otherwise noted 10