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PLAINS Region

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This report presents a comprehensive analysis of avocado sales and market trends in the Plains Region for the first three quarters of 2013 compared to 2012. Utilizing data from IRI and CAST systems, it highlights key metrics including total sales growth of 5%, unit growth of 15%, and the average selling price of $1.07 per unit. Notably, while avocado retail dollars lagged behind other fruit categories, significant growth in store averages was observed. This data is pivotal for understanding market dynamics and planning future strategies.

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PLAINS Region

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  1. PLAINS 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. Plains Region: Highlights - YTD through Q3 • Overview based on the following geography: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in thoseMarkets • Plains Overview • Through Q3 2013, Avocado retail dollars trended behind both Fruit and Produce by -2 points • Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011 • Category units grew +41% in 2012 and +15% in 2013 for a net growth +61% over 2011 • Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $1.07/unit • Plains Per Store Averages • 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011 • 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +15% was -1 point lower than the national average • PL category dollar trend of +5% was -8 points lower than the national average • PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit

  4. Plains: YTD through Q3Retail Dollar Trend Comparisons • Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +14% outpaced Fruit by +8 points and Produce by +11 points • 2013 versus 2012, Avocado dollar growth of +5% underperformed both Fruit and Produce by -2 points • 2013 versus 2011, Avocados dollar growth of +20% outpaced Fruit by +7 points and Produce by +10 points

  5. Plains: YTD through Q3 Avocado Retail Overview Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011 Category units grew +41% in 2012 and +15% in 2013 for net growth of +61% over 2011 Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $1.07/unit

  6. Plains vs. Total U.S. YTD through Q3 PLU Comparisons • PL category unit growth of +15% was -1 point lower than the national average • PL growth was primarily driven by PLU 4046 which grew +4 million units • PL category dollar trend of +5% was -8 points lower than the national average • PL growth was primarily driven by PLU 4046 which grew +$3 million • PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit

  7. Plains: YTD through Q3 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011 • 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011 * Per store averages are based on stores selling

  8. Plains: 2011 through Q3-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q3 at 3,523 units per store when ASP was $1.11/unit • The lowest quarter was 2011-Q3 at 1,788 units per store when ASP was at its highest point, $1.69/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.00/unit • Highest ASP to date occurred during 2011-Q3, $1.69/unit * Per store averages are based on stores selling

  9. Plains Region: Highlights - YTD through Q3 • Overview based on the following geography: • The Plains Region captures theMarkets of Kansas City, Minnapolis/St. Paul and St. Louis, plus additionalcitiesnotincluded in thoseMarkets • Plains Overview • Through Q3 2013, Avocado retail dollars trended behind both Fruit and Produce by -2 points • Category dollars were up +14% in 2012 and +5% in 2013 for a net growth of +20% over 2011 • Category units grew +41% in 2012 and +15% in 2013 for a net growth +61% over 2011 • Category average selling price (ASP) decreased -19% in 2012and -8% in 2013 to $1.07/unit • Plains Per Store Averages • 2013 Average dollars of $10,704 per store were +13% higher than 2012 and +23% higher than 2011 • 2013 Average units of 9,962 per store were +23% higher than 2012 and +66% higher than 2011 • Plains versus Total U.S. trends • PL category unit growth of +15% was -1 point lower than the national average • PL category dollar trend of +5% was -8 points lower than the national average • PL 2013 category ASP of $1.07/unit was +6% higher than the national average of $1.01/unit

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