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SOUTHEAST Region

SOUTHEAST Region. Regional Composite. REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013. Methodology. IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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SOUTHEAST Region

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  1. SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – MAR 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 Q1 (January – March) 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

  3. Southeast: Region Highlights - YTD Q1 • Overview based on the following geography: • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in thoseMarkets • Southeast Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +23% in 2013 and +20% in 2014 for a net growth of +47% over 2012 • Category units grew +24% in 2013 and +21% in 2014 for a net growth +51% over 2012 • Category average selling price (ASP) declined -1% in 2013 and -1% in 2014 to $1.18/unit • Southeast Per Store Averages • 2014 Average dollars of $3,177 per store were +19% higher than 2013 and +44% higher than 2012 • 2014 Average units of 2,688 per store were +20% higher than 2013 and +47% higher than 2012 • Southeast versus Total U.S. trends • SE category unit growth of +21% was +13 points higher than the national average • SE category dollar trend of +20% was in line with the national average • SE 2014 category ASP of $1.18/unit was +13% higher than the national average of $1.05/unit

  4. Southeast: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Produce • Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends • 2013 versus 2012, Avocados outpaced Produce by +14 points • 2014 versus 2013, Avocados outpaced Produce by +14 points • 2014 versus 2012, Avocado dollars grew +47% which outpaced Produce by +32 points

  5. Southeast: YTD Q1 Avocado Retail Overview Category dollars grew +23% in 2013 and +20% in 2014 for a net growth of +47% over 2012 Category units grew +24% in 2013 and +21% in 2014 for a net growth +51% over 2012 Category average selling price (ASP) declined -1% in 2013 and -1% in 2014 to $1.18/unit

  6. Southeast vs. Total U.S.YTD Q1 PLU Comparisons • SE category unit growth of +21% was +13 points higher than the national average • SE growth was primarily driven by PLU 4046, which grew +9 million units • SE category dollar trend of +20% was in line with the national average • SE growth was also primarily driven by PLU 4046, which added +$9 million to the category • SE 2014 category ASP of $1.18/unit was +13% higher than the national average of $1.05/unit • PLU 4046 has an ASP of $1.11/unit, 37% higher than the national average

  7. Southeast: YTD Q1 Category Per Store Averages • In 2014, per store dollar and unit averages exhibited growth over the prior years • 2014 Average dollars of $3,177 per store were +19% higher than 2013 and +44% higher than 2012 • 2014 Average units of 2,688 per store were +20% higher than 2013 and +47% higher than 2012

  8. Southeast: 2012 through Q1-2014 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2014-Q1 at 2,688 units per store when ASP was at it’s lowest, $1.18/unit • The lowest quarter was 2012-Q1 at 1,829 units per store when ASP was $1.21/unit • ASP • Lowest ASP to date occurred during 2014-Q1, $1.18/unit • Highest ASP to date occurred during 2013-Q3, $1.34/unit

  9. Southeast: Region Highlights - YTD Q1 • Overview based on the following geography: • TheSoutheastRegion captures theMarkets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additionalcitiesnotincluded in thoseMarkets • Southeast Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +23% in 2013 and +20% in 2014 for a net growth of +47% over 2012 • Category units grew +24% in 2013 and +21% in 2014 for a net growth +51% over 2012 • Category average selling price (ASP) declined -1% in 2013 and -1% in 2014 to $1.18/unit • Southeast Per Store Averages • 2014 Average dollars of $3,177 per store were +19% higher than 2013 and +44% higher than 2012 • 2014 Average units of 2,688 per store were +20% higher than 2013 and +47% higher than 2012 • Southeast versus Total U.S. trends • SE category unit growth of +21% was +13 points higher than the national average • SE category dollar trend of +20% was in line with the national average • SE 2014 category ASP of $1.18/unit was +13% higher than the national average of $1.05/unit

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