GREAT LAKES Region

Regional Composite

REGIONALDATA REPORT

JAN - JUN2013 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 and Q2 (January – June) 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

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Great Lakes Region: Highlights - YTD through Q2

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in those Markets

• Great Lakes Overview– Through Q2 2013, Avocado retail dollars trended ahead of both Fruit and Produce by

+12 points– Category dollars were up +11% in 2012 and +20% in 2013 for a net growth of +33%

over 2011– Category units grew +25% in 2012 and +36% in 2013 for a net growth +70% over

2011– Category average selling price (ASP) decreased -12% in 2012 and -12% in 2013 to

$1.06/unit

• Great Lakes Per Store Averages– 2013 Average dollars of $5,783 per store were +16% higher than 2012 and +26%

higher than 2011– 2013 Average units of 5,455 per store were +31% higher than 2012 and +61%

higher than 2011

• Great Lakes versus Total U.S. trends– GL category unit growth of +36% was +15 points higher than the national average– GL category dollar trend of +20% was +6 points higher than the national average– GL 2013 category ASP of $1.06/unit was +9% higher than the national average of

$0.97/unit

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Great Lakes: YTD through Q2Retail Dollar Trend Comparisons

• Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +11% outpaced Fruit by

+6 points and Produce by +10 points– 2013 versus 2012, Avocado dollar growth of +20% outpaced both Fruit

and Produce by +12 points– 2013 versus 2011, Avocados dollar growth of +33% outpaced Fruit by

+20 points and Produce by +24 points

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Great Lakes: YTD through Q2 Avocado Retail Overview

• Category dollars were up +11% in 2012 and +20% in 2013 for a net growth of +33% over 2011

• Category units grew +25% in 2012 and +36% in 2013 for net growth of +70% over 2011

• Category average selling price (ASP) decreased -12% in 2012 and -12% in 2013 to $1.06/unit

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Great Lakes vs. Total U.S. YTD through Q2 PLU Comparisons

• GL category unit growth of +36% was +15 points higher than the national average

– GL growth was primarily driven by PLU 4225 which grew +9 million units

• GL category dollar trend of +20% was +6 points higher than the national average

– GL growth was primarily driven by PLU 4770 which grew +$6 million

• GL 2013 category ASP of $1.06/unit was +9% higher than the national average of $0.97/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 7,741,028 8,485,087 +9.6% 272,046,564 263,969,000 -3.0%

4225 Large Hass #40 & #48 sizes 30,371,391 38,894,334 +28.1% 245,887,799 324,453,638 +32.0%

4770 X-Large Hass #36 sizes & larger 2,241,709 7,032,668 +213.7% 11,254,402 32,886,064 +192.2%

Other Greenskins, Pinkertons, non-Hass PLUs 485,186 525,270 +8.3% 9,853,191 12,048,976 +22.3%

Organic All Organic PLUs 580,516 811,829 +39.8% 6,838,820 8,435,774 +23.4%

Bags All bagged PLUs 8,101,250 11,457,370 +41.4% 69,720,218 99,372,194 +42.5%

49,521,080 67,206,558 +35.7% 615,600,994 741,165,646 +20.4%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 7,811,663$ 7,872,690$ +0.8% 216,007,559$ 188,736,395$ -12.6%

4225 Large Hass #40 & #48 sizes 39,262,958$ 43,070,449$ +9.7% 304,290,527$ 371,669,375$ +22.1%

4770 X-Large Hass #36 sizes & larger 3,453,705$ 9,006,150$ +160.8% 19,675,457$ 42,944,115$ +118.3%

Other Greenskins, Pinkertons, non-Hass PLUs 889,965$ 917,542$ +3.1% 18,355,050$ 20,426,770$ +11.3%

Organic All Organic PLUs 893,177$ 1,260,449$ +41.1% 11,080,266$ 13,234,753$ +19.4%

Bags All bagged PLUs 7,121,187$ 9,112,997$ +28.0% 60,889,533$ 81,833,924$ +34.4%

59,432,654$ 71,240,277$ +19.9% 630,298,392$ 718,845,332$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $1.01 $0.93 -8.1% $0.79 $0.71 -10.0%

4225 Large Hass #40 & #48 sizes $1.29 $1.11 -14.3% $1.24 $1.15 -7.4%

4770 X-Large Hass #36 sizes & larger $1.54 $1.28 -16.9% $1.75 $1.31 -25.3%

Other Greenskins, Pinkertons, non-Hass PLUs $1.83 $1.75 -4.8% $1.86 $1.70 -9.0%

Organic All Organic PLUs $1.54 $1.55 +0.9% $1.62 $1.57 -3.2%

Bags All bagged PLUs $0.88 $0.80 -9.5% $0.87 $0.82 -5.7%

$1.20 $1.06 -11.7% $1.02 $0.97 -5.3%

JANU

ARY

- JU

NE: 2

012

vs 2

013

Great Lakes Total U.S.

TOTAL CATEGORY UNITS

Great Lakes Total U.S.

TOTAL CATEGORY DOLLARS

Great Lakes Total U.S.

CATEGORY ASP ($/Unit)

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Great Lakes: YTD through Q2 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior year

– 2013 Average dollars of $5,783 per store were +16% higher than 2012 and +26% higher than 2011

– 2013 Average units of 5,455 per store were +31% higher than 2012 and +61% higher than 2011

$4,607$5,003

$5,783

+8.6% +15.6%

Avg Retail Dollars Per Store

2011 2012 2013

3,397

4,169

5,455

+22.7% +30.9%

Avg Retail Units Per Store

2011 2012 2013

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Great Lakes: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 2,905 units per store when ASP was $1.08/unit– The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was at its

highest point, $1.72/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.04/unit– Highest ASP to date occurred during 2011-Q3, $1.72/unit

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Great Lakes Region: Highlights - YTD through Q2

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in those Markets

• Great Lakes Overview– Through Q2 2013, Avocado retail dollars trended ahead of both Fruit and Produce by

+12 points– Category dollars were up +11% in 2012 and +20% in 2013 for a net growth of +33%

over 2011– Category units grew +25% in 2012 and +36% in 2013 for a net growth +70% over

2011– Category average selling price (ASP) decreased -12% in 2012 and -12% in 2013 to

$1.06/unit

• Great Lakes Per Store Averages– 2013 Average dollars of $5,783 per store were +16% higher than 2012 and +26%

higher than 2011– 2013 Average units of 5,455 per store were +31% higher than 2012 and +61%

higher than 2011

• Great Lakes versus Total U.S. trends– GL category unit growth of +36% was +15 points higher than the national average– GL category dollar trend of +20% was +6 points higher than the national average– GL 2013 category ASP of $1.06/unit was +9% higher than the national average of

$0.97/unit