CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN – SEP 2015 vs. 2014

Methodology Categories: – Avocados – Total Produce: Includes avocados Timeframe: YTD Q3 (January – September) 2015 Average Selling Price (ASP) is not Advertised Retail Price – Average selling price = Dollars/Volume (Units) = Average price per unit Retail data provided by IRI / FreshLook Marketing – HAB's calculation based in part on data reported by Information Resources, Inc. through its Freshlook Service for the Avocado category for Multi-Outlet (MULO). Multi-outlet reporting includes an aggregation of the following channels: grocery, mass, club, drug, dollar and military. The information is believed to be reliable at the time supplied by IRI but is neither all-inclusive nor guaranteed by IRI. Without limiting the generality of the foregoing, specific data points may vary considerably from other information sources. – Important Note: IRI / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews 2

California Region: Highlights - YTD Q2 Overview based on the following geography: – The California Region captures the Markets of Los Angeles, Sacramento, San Diego and San Francisco, plus additional cities not included in Markets 2015 vs. 2014, avocado dollars in California grew +13%, -1 point behind the Total U.S. growth rate – Avocado dollar growth rate outpaced total produce (+6%) by +7 points – Category units increased +21% – Category average selling price (ASP) decreased -6% to $1.03/unit – X-Large Hass avocados (PLU 4770) drove dollar growth in CA, adding nearly +$9MM to the category – Small Hass avocados (PLU 4046) drove category volume adding over +21MM units – Small Hass avocado ASP decreased -12% to $0.77/unit California posted the second highest dollars and units per store per week – California averaged $825 and 797 units per store per week through Q

California: YTD Q3 - Avocados vs. Total Produce 2015 vs. 2014, avocado dollars grew +13%, outpacing total produce (+6%) by +7 points California held a 12% share of total produce dollars and an 18% share of avocado dollars 4 Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate (All Periods)

California: YTD Q3 Avocado Retail Overview 2015 vs. 2014, Category dollars grew +13% – Units grew +21% 2015 vs. 2014, Category average selling price (ASP) decreased -6% to $1.03/unit 5 California Avocado Sales Posted Double-Digit Growth in Dollars and Units (2015 vs. 2014)

California vs. Total U.S. - YTD Q3 PLU Comparisons Avocado dollar sales in CA increased +13%, -1 point behind the Total U.S. growth rate – Volume increased +21%, -2 points behind the Total U.S. growth rate X-Large Hass avocados (PLU 4770) drove dollar growth in CA, adding over +$9MM to the category – Small Hass avocados (PLU 4046) drove category volume adding over +21MM units – Small Hass avocado ASP decreased -12% to $0.77/unit 6 California Lagged Total U.S. in Dollar and Volume Growth

California: YTD Q3 Category Per Store Per Week Averages California had the second fastest dollar velocity and more than double the U.S. average – California averaged $825 per store per week through Q California had the second fastest unit velocity and more than double the U.S. average – California averaged 797 units per store per week through Q California Posted the Second Highest Dollars and Units Per Store Per Week

California: 2013-Q1 through 2015-Q3 Units vs. ASP Retail Units – The peak quarter was 2015-Q2 at 85MM units when ASP was $1.02/unit – The lowest quarter was 2013-Q4 at 58MM units when ASP was at $1.05/unit ASP – Lowest ASP to date occurred during 2013-Q1, $0.88/unit – Highest ASP to date occurred during 2014-Q3 at $1.19/unit 8