1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – SEP 2014 vs. 2013

2. 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 Q3 (January – September) 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

3. Midsouth Region: Highlights - YTD Q3 Overview based on the following geography: – The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in Markets 2014 vs. 2013, Avocado dollars in Midsouth grew +20% and outpaced Total U.S. (+13%) by +7 points – Category dollars grew +20%, while volume grew +12% – Category average selling price (ASP) increased +7% to $1.25/unit – Midsouth’s extra large avocado (4770) dollar gain of +35% was +49 points ahead of the national average Avocados (+20%) outpaced Total Produce (+7%) in retail dollar sales growth rate (2014 vs. 2013) – Midsouth held a 12% share of Total Produce dollars and a 10% share of Avocado dollars Midsouth posted the second lowest dollars and lowest units per store per week – Midsouth averaged $242 and 194 units per store per week through Q3 2014 3

4. Midsouth: YTD Q3 - Avocados vs. Produce 2014 vs. 2013, Avocado dollars grew +20%, +13 points ahead of Total Produce (+7%) Midsouth held a 12% share of Total Produce dollars and a 10% share of Avocado dollars 4 Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate

5. Midsouth: YTD Q3 Avocado Retail Overview 2014 vs. 2013, Category dollars grew +20%, while volume grew +12% – All quarters posted dollar and volume growth 2014 vs. 2013, Category average selling price (ASP) increased +7% to $1.25/unit 5 Midsouth Avocado Dollars and Volume Sales Posted Double-Digit Growth

6. Midsouth vs. Total U.S. - YTD Q3 PLU Comparisons Avocado dollar sales in MS increased +20%, +7 points ahead of Total U.S. (+13%) – Volume increased +12%, +10 points ahead of Total U.S. MS extra large Hass avocado (4770) dollar gain of +35% was +49 points ahead of the national average – Total U.S. extra large avocados declined in dollars and volume – MS extra large avocado ASP increased +7%, while the national average increased +32% 6 Midsouth Outpaced Total U.S. in Dollar and Volume Sales Growth Rates

7. Midsouth: YTD Category Per Store Per Week Averages Midsouth had the second slowest dollar velocity – Midsouth averaged $242 per store per week through Q3 2014 Midsouth had the slowest unit velocity – Midsouth averaged 194 units per store per week through Q3 2014 7 Low Dollars and Units Per Store Per Week in Midsouth Presents Opportunity for Growth

8. Midsouth: 2012 through Q3-2014 Per Store Averages By Quarter - Units vs. ASP Average Retail Units Per Store – The peak quarter was 2014-Q2 at 2,708 units per store when ASP was $1.30/unit – The lowest quarter was 2012-Q4 at 1,656 units per store when ASP was at $1.14/unit ASP – Lowest ASP to date occurred during 2013-Q1, $1.07/unit – Highest ASP to date occurred during 2014-Q2 at $1.30/unit 8