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PLAINS Region

PLAINS 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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PLAINS Region

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  1. PLAINS 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. Plains: Region Highlights - YTD Q1 • Overview based on the following markets: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in Markets • Plains Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012 • Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012 • Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit • Plains Per Store Averages • 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012 • 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012 • Plains versus Total U.S. trends • PL category unit growth of +4% was -4 points lower than the national average • PL category dollar trend of +18% was -1 point lower than the national average • PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit

  4. Plains: 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 +5 points • 2014 versus 2013, Avocados outpaced Produce by +14 points • 2014 versus 2012, Avocados grew +35%, outpacing Produce by +21 points

  5. Plains: YTD Q1 Avocado Retail Overview Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012 Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012 Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit

  6. Plains vs. Total U.S.YTD Q1 PLU Comparisons • PL category unit growth of +4% was -4 points lower than the national average • PL growth was primarily driven by PLUs 4046 which grew +1 million units • PL category dollar trend of +18% was -1 point lower than the national average • PL growth was driven by PLU 4046 and 4225, which collectively grew +$3 million • PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit • PLU 4770 ASP increased +45% to $2.34/unit

  7. Plains: YTD Q1 Category Per Store Averages • In 2014, per store dollar and unit averages exhibited growth over the prior years • 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012 • 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012

  8. Plains: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 3,009 units per store when ASP was $1.11/unit • The lowest quarter was 2013-Q4 at 2,071 units per store when ASP was $1.26/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.01/unit • Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.26/unit

  9. Plains: Region Highlights - YTD Q1 • Overview based on the following markets: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in Markets • Plains Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +14% in 2013 and +18% in 2014 for a net growth of +35% over 2012 • Category units grew +29% in 2013 and +4% in 2014 for a net growth of +35% over 2012 • Category average selling price (ASP) declined -12% in 2013 and increased +14% in 2014 to $1.15/unit • Plains Per Store Averages • 2014 Average dollars of $3,246 per store were +15% higher than 2013 and +28% higher than 2012 • 2014 Average units of 2,830 per store was +1% higher than 2013 and +28% higher than 2012 • Plains versus Total U.S. trends • PL category unit growth of +4% was -4 points lower than the national average • PL category dollar trend of +18% was -1 point lower than the national average • PL 2014 category ASP of $1.15/unit was +10% higher than the national average of $1.05/ unit

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