1. 1 Avocado Regional Composite MidSouth Region 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. MidSouth Region Highlights YTD Q2 Overview based on the following markets: –Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA MidSouth 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 +33% from 2010 to 2012 –Category units grew for 2 consecutive years, for net growth of +65% from 2010 to 2012 –Category average selling price (ASP) in 2012 was -19% lower than the 2010 ASP MidSouth Per Store Averages –2012 Average dollars of $3,073 per store were +11% higher than 2011 and +24% higher than with 2010 –2012 Average units of 3,578 per store were +30% higher than 2011 and +54% higher than 2010’s average of 2,329 units per store MidSouth versus Total U.S. trends –MidSouth’s 2012 category dollar trend of +20% was +11 points higher than the national average –MidSouth’s 2012 category unit growth of +41% was +5 points higher than the national average –MidSouth’s 2012 category ASP of $0.86/unit was -6% lower than the national average of $0.91/ unit 3

4. MidSouth YTD Q2 Retail Dollar Trend Comparisons Avocados vs. Fruit vs. Produce Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends for 2 consecutive years –2011 versus 2010, Avocados outpaced Fruit by +7 points and Produce by +6 points –2012 versus 2011, Avocados outpaced Fruit by +18 point and Produce by +20 points –2012 versus 2010, Avocados dollars grew +33% which outpaced Fruit by +27 points and Produce by +28 points 4

5. MidSouth YTD Q2 Avocado Retail Overview Category dollars grew for 2 consecutive years, +11% in 2011 and +20% in 2012 for a net growth of +33% over 2010 Category units grew for 2 consecutive years, +17% in 2011 and +41% in 2012 for a net growth +65% over 2010 Category average selling price (ASP) declined -5% in 2011 and -15% in 2012 to $0.86/unit –2012 ASP was -19% lower than the 2010 ASP 5

6. MidSouth vs. Total U.S. YTD Q2 PLU Comparisons MidSouth’s category unit growth of +41% was +5 points higher than the national average –MidSouth’s growth was driven by all segments which collectively grew +22.8 million units from the prior year MidSouth’s category dollar trend of +20% was +11 points higher than the national average –MidSouth’s growth was primarily driven by PLU 4046 which grew +$5.7 million MidSouth’s 2012 category ASP of $0.86/unit was -6% lower than the national average of $0.91/ unit 6

7. MidSouth YTD Q2 Category Per Store Averages In 2012, per store dollar and unit averages exhibited growth from 2011 –2012 Average dollars of $3,073 per store were +11% higher than 2011 and +24% higher than with 2010 –2012 Average units of 3,578 per store were +30% higher than 2011 and +54% higher than 2010’s average of 2,329 units per store 7

8. MidSouth 2010 through Q2-2012 Per Store Averages by Quarter: Units vs. ASP Average Retail Units Per Store –The peak quarter was 2012-Q2 at 2,798 units per store when ASP was $0.88/unit –The lowest quarter was 2010-Q1 at 1,491 units per store when ASP was at its highest point of $1.13/unit ASP –Lowest ASP to date occurred during 2010-Q4, $0.82/unit –Highest ASP to date occurred during 2010-Q1, $1.13/unit 8

9. MidSouth Region Highlights YTD Q2 Overview based on the following markets: –Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA MidSouth 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 +33% from 2010 to 2012 –Category units grew for 2 consecutive years, for net growth of +65% from 2010 to 2012 –Category average selling price (ASP) in 2012 was -19% lower than the 2010 ASP MidSouth Per Store Averages –2012 Average dollars of $3,073 per store were +11% higher than 2011 and +24% higher than with 2010 –2012 Average units of 3,578 per store were +30% higher than 2011 and +54% higher than 2010’s average of 2,329 units per store MidSouth versus Total U.S. trends –MidSouth’s 2012 category dollar trend of +20% was +11 points higher than the national average –MidSouth’s 2012 category unit growth of +41% was +5 points higher than the national average –MidSouth’s 2012 category ASP of $0.86/unit was -6% lower than the national average of $0.91/ 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