California Regional Avocado Sales Data Report Jan.-Sept. 2013 vs. 2012

1. CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN - SEPT 2013 vs. 2012

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

3. California Region: Highlights - YTD through Q3 • Overview based on the following geography: • The California Region captures theMarkets of Los Angeles, Sacramento, San Diego and San Francisco, plus additionalcitiesnotincluded in thoseMarkets • California Overview • In Q3 2013, Avocado retail dollars trended behind Fruit and Produce by -2 points and -4 points, respectively • Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011 • Category units grew +51% in 2012 and +4% in 2013 for a net growth +57% over 2011 • Category average selling price (ASP) decreased -29% in 2012and increased +2% in 2013 to $0.93/unit • California Per Store Averages • 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011 • 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011 • California versus Total U.S. trends • CA category unit growth of +4% was -12 points lower than the national average • CA category dollar trend of +7% was -7 points lower than the national average • CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit

4. California: YTD through Q3Retail Dollar Trend Comparisons • Avocado retail dollars through Q3 2013 trended behind Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +7% outpaced Fruit by +2 points and Produce by +6 points • 2013 versus 2012, Avocado dollar growth of +7% trended behind Fruit by -2 points and Produce by -4 points • 2013 versus 2011, Avocados trended behind Fruit by -1 point and outpaced Produce by +3 points

5. California: YTD through Q3 Avocado Retail Overview Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011 Category units grew +51% in 2012 and +4% in 2013 for net growth of +57% over 2011 Category average selling price (ASP) decreased -29% in 2012and increased +2% in 2013 to $0.93/unit

6. California vs. Total U.S.YTD through Q3 PLU Comparisons • CA category unit growth of +4% was -12 points lower than the national average • CA growth was driven by PLUs 4225 and 4770 which each grew over +4 million units • CA category dollar trend of +7% was -7 points lower than the national average • CA growth was primarily driven by PLU 4225 which grew +$6 million • CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit

7. California: YTD through Q3 Category Per Store Averages * Per store averages are based on stores selling • In 2013, per store dollar and unit averages exhibited slight growth over the prior year • 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011 • 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011

8. California: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 13,055 units per store when ASP was $0.92/unit • The lowest quarter was 2011-Q3 at 7,256 units per store when ASP was at its highest point, $1.48/unit • ASP • Lowest ASP to date occurred during 2012-Q1, $0.87/unit • Highest ASP to date occurred during 2011-Q3, $1.48/unit * Per store averages are based on stores selling

9. California Region: Highlights - YTD through Q3 • Overview based on the following geography: • The California Region captures theMarkets of Los Angeles, Sacramento, San Diego and San Francisco, plus additionalcitiesnotincluded in thoseMarkets • California Overview • In Q3 2013, Avocado retail dollars trended behind Fruit and Produce by -2 points and -4 points, respectively • Category dollars were up +7% in 2012 and +7% in 2013 for a net growth of +14% over 2011 • Category units grew +51% in 2012 and +4% in 2013 for a net growth +57% over 2011 • Category average selling price (ASP) decreased -29% in 2012and increased +2% in 2013 to $0.93/unit • California Per Store Averages • 2013 Average dollars of $34,589 per store were +2% higher than 2012 and +4% higher than 2011 • 2013 Average units of 37,011 per store were flat compared to 2012 and +44% higher than 2011 • California versus Total U.S. trends • CA category unit growth of +4% was -12 points lower than the national average • CA category dollar trend of +7% was -7 points lower than the national average • CA 2013 category ASP of $0.93/unit was -8% lower than the national average of $1.01/unit