1. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Capsicum market in Australia 6 Australian Capsicum Report Year To 29/11/2014

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Capsicum Monthly Report Year To November 2014 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: Year To 2014: 52 weeks to 30/11/2013 Year To 2013: 52 weeks to 29/11/2014 Objective The purpose of this report is to provide a monthly market overview for the Australian Capsicum category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Pumpkin excluding Canned Pumpkin). Research Methodology – Nielsen Homescan A Panel of 10,000 Australian households Demographically and geographically representative Households electronically record their household purchases of all take-home grocery goods (fresh and packaged)

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (17.6% of population) ESTABLISHED COUPLES | 2 or more adults 35-59 (22.3% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (20.8% of population) YOUNG TRANSITIONALS | Adults <35 with no children (9.3% of population) BUSTLING FAMILIES | Oldest Child 12-17 (13.9% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.6% of population)

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 1 2 3 4 5 6 Are more households buying Capsicum vs. last year in Australia? Are households buying Capsicum more frequently? Are Capsicum buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Capsicum performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Are more households buying Capsicum vs. last year in Australia? Penetration Total Capsicum Total Australia Penetration trend Total Capsicum 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Capsicum has seen a drop in penetration with a loss of 70,933 households this year Small Scale and Bustling Families have lost buying households this year Maximum opportunity lies with Bustling Families if we regain the lost Capsicum buyers Year to 30/11/2013 Year to 29/11/2014 Start Up Families Small Scale Families Bustling Families

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Capsicum more frequently? Frequency Total Capsicum Total Australia Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year The number of times shoppers purchase Capsicum remains the same as last year Families are buying Capsicum less often vs. last year Need to focus on increasing their consumption, thus promoting buying frequency 2 Year to 30/11/2013 Year to 29/11/2014 Small Scale Families Bustling Families Start Up Families

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Capsicum buyers purchasing/spending more? Volume and Expenditure per trip Total Capsicum Total Australia Bustling Families Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Consumption of Capsicum has remained stable vs. last year... … however, an increase in average dollar spend per trip is witnessed compared to year ago. 3 Start Up Families Small Scale Families Year to 30/11/2013 Year to 29/11/2014

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Capsicum This Year Source: Nielsen Homescan Share of Trade ($) Total Capsicum Volume vs. Year Ago Value vs. Year Ago This Year 4 The Capsicum category has grown +13% in value with all retailers showing dollar expansion. Volume sales grew at a slower rate of +2% with Coles & IGA witnessing a decline and Aldi showing no change compared to year ago.

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (9%) WA (15%) VIC (24%) NSW (32%) Is there a particular state driving the category performance? QLD (16%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Capsicum $ sales Source: Nielsen Homescan Representing only 15% of total Capsicum sales, WA has the highest penetration level and is the only state showing growth in penetration, gaining 24,472 households However, consumption dropped in WA, as against the national trend. 5

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Capsicum performing compared to other Vegetables in the market? Source: Nielsen Homescan Although there is decline in household penetration, Capsicum has kept its volume share of market stable vs. other Vegetables this year. All key demographic groups have followed the same trend. Volume Sales KG 6 Bustling Families Start Up Families Small Scale Families

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Families are spending higher per trip on Capsicum whilst their volume (KG) per occasion has remained stable vs. last year. There has been a drop in their number of occasions. Capsicum witnessed a buyer leakage of 70,933 households however, their average spend per trip has increased. It has same volume market share vs. other vegetables as compared to last year. Capsicum records a +13% value growth driven by growth across all retailers. Coles & IGA declined in terms of volume sales of Capsicum. Bustling Families have lost the most households this year. There is a $0.3M opportunity if we are able to re-gain their lost buyers. WA was the only state where the number of Capsicum buyers increased this year. However, the consumption of Capsicum declined compared to last year.

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.