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MIDSOUTH Region

MIDSOUTH Region. Regional Composite. REGIONAL DATA REPORT JAN – MAR 2013 vs. 2012. Methodology. Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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MIDSOUTH Region

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  1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – MAR 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 (January – March) 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. Midsouth: Region Highlights - YTD Q1 • Overview based on the following geography: • TheMidsouthRegion captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in Markets • Midsouth Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars grew +16% in 2012 and +15% in 2013 for a net growth of +33% over 2011 • Category units grew +24% in 2012 and +19% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -7% in 2012 and -3% in 2013 to $1.08/unit • Midsouth Per Store Averages • 2013 Average dollars of $2,831 per store were +7% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,624 per store were +11% higher than 2012 and +28% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +19% was +2 points higher than the national average • MS category dollar trend of +15% was +1 point higher than the national average • MS 2013 category ASP of $1.08/unit was +14% higher than the national average of $0.95/unit

  4. Midsouth: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends • 2012 versus 2011, Avocados outpaced Fruit and Produce by +16 points • 2013 versus 2012, Avocados outpaced Fruit by +11 points and Produce by +10 points • 2013 versus 2011, Avocados outpaced Fruit and Produce by +29 points

  5. Midsouth: YTD Q1 Avocado Retail Overview Category dollars grew +16% in 2012 and +15% in 2013 for a net growth of +33% over 2011 Category units grew +24% in 2012 and +19% in 2013 for a net growth +48% over 2011 Category average selling price (ASP) decreased -7% in 2012 and -3% in 2013 to $1.08/unit

  6. Midsouth vs. Total U.S.YTD Q1 PLU Comparisons • MS category unit growth of +19% was +2 points higher than the national average • MS growth was primarily driven by PLU 4225, which grew by over 5 million units or +71% • MS category dollar trend of +15% was +1 point higher than the national average • MS growth was again, primarily driven by PLU 4225, which grew +$6 million • MS 2013 category ASP of $1.08/unit was +14% higher than the national average of $0.95/unit

  7. Midsouth: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior years • 2013 Average dollars of $2,831 per store were +7% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,624 per store were +11% higher than 2012 and +28% higher than 2011

  8. Midsouth: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q1 at 2,624 units per store when ASP was $1.08/unit • The lowest quarter was 2011-Q3 at 1,749 units per store when ASP was at its highest, $1.60/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.08/unit • Highest ASP to date occurred during 2011-Q3, $1.60/unit

  9. Midsouth: Region Highlights - YTD Q1 • Overview based on the following geography: • TheMidsouthRegion captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in Markets • Midsouth Overview • Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail dollar trends • Category dollars grew +16% in 2012 and +15% in 2013 for a net growth of +33% over 2011 • Category units grew +24% in 2012 and +19% in 2013 for a net growth +48% over 2011 • Category average selling price (ASP) declined -7% in 2012 and -3% in 2013 to $1.08/unit • Midsouth Per Store Averages • 2013 Average dollars of $2,831 per store were +7% higher than 2012 and +16% higher than 2011 • 2013 Average units of 2,624 per store were +11% higher than 2012 and +28% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +19% was +2 points higher than the national average • MS category dollar trend of +15% was +1 point higher than the national average • MS 2013 category ASP of $1.08/unit was +14% higher than the national average of $0.95/unit

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