Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Cauliflower market in Australia 6 Australian Cauliflower Report Year To 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Cauliflower Monthly Report Year to January 2015 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: This Year : 52 weeks to 24/01/2015 Last Year : 52 weeks to 25/01/2014 Research Methodology – Nielsen Homescan A Panel of 10,000 Australian households Demographically and geographically representative Households electronically record their household purchases of all take-home grocery goods (fresh and packaged) Objective The purpose of this report is to provide a monthly market overview for the Australian Cauliflower category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Pumpkin excluding Canned Pumpkin).

Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (18.0% of population) Bustling Families | 2 or more adults (22.6% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (21.0% of population) YOUNG TRANSITIONALS | Adults <35 with no children (8.6% of population) Small Scale Families | Oldest Child (13.6% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.5% of population)

Copyright ©2013 The Nielsen Company. Confidential and proprietary Are more households buying Cauliflower vs. last year in Australia? Are households buying Cauliflower more frequently? Are Cauliflower buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Cauliflower performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Total Cauliflower 4 weekly data Are more households buying Cauliflower vs. last year in Australia? Penetration Total Cauliflower Total Australia Penetration trend Year Ago This Year 1 Source: Nielsen Homescan Start Up Families Small Scale Families Senior Couples Cauliflower has seen a significant loss of 201,236 buying households this year. All the key demographic groups have lost households with Senior Couples losing the most buyers. Year to 25/01/2014 Year to 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Cauliflower more frequently? Frequency Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year Small Scale Families Senior Couples Start Up Families 2 The number of shopping trips buyers make per year for Cauliflower remained the same as last year. Small Scale Families and Senior Couples are visiting stores less frequently to purchase Cauliflower. Year to 25/01/2014 Year to 24/01/2015 Total Cauliflower Total Australia

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Cauliflower buyers purchasing/spending more? Volume and Expenditure per trip Senior Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip 3 Start Up Families Small Scale Families Consumption per trip of Cauliflower has gone down slightly this year… … however buyers including the key demographic groups, are spending significantly more per trip on Cauliflower this year. Total Cauliflower Total Australia Year to 25/01/2014 Year to 24/01/2015

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Cauliflower This Year Source: Nielsen Homescan Share of Trade ($) Volume vs. Year Ago Value vs. Year Ago This Year 4 The Cauliflower category has grown +10% in value posting dollar expansion across all retailers; Aldi posted the greatest growth at +22%. Volume sales have declined by -5%, with all major supermarkets exhibiting Kg sales contraction. Total Cauliflower

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (8%) WA (11%) VIC (28%) NSW (30%) Is there a particular state driving the category performance? QLD (20%) Average annual KG per Buyer Penetration of households year ago vs. this year ( ) State share of Cauliflower $ sales Source: Nielsen Homescan. 5 Annual consumption of Cauliflower has declined in NSW and WA. However, WA is the only state to have added Cauliflower-buying households to the buyer base this year.

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How are Cauliflower performing compared to other Vegetables in the market? Source: Nielsen Homescan Volume share of market of Cauliflower has remained stable, compared to last year Volume Sales KG 6 Senior Couples Start up Families Small Scale Families Cauliflower is less important to the volume repertoire of Vegetables as compared to last year, amongst the key demographic groups

Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending more per trip on Cauliflower while their shopping trips for this Vegetable remained stable. However, their Kg volume of Cauliflower purchased per trip has seen a slight decline compared to last year. The number of households purchasing Cauliflower has declined significantly however, its volume share of market remained stable. Cauliflower value has grown by +10% driven by dollar expansion across all retailers. All major supermarkets have witnessed a drop in volume sales, triggering -5% loss for Cauliflower. Senior Couples have lost a significant number of households this year. There is a $0.9M opportunity if we are able to re-gain these households. Eastern Sea Board accounts for more than three-fourths of the total $ spend on Cauliflower, however have witnessed significant buyer leakage this year.

Copyright ©2013 The Nielsen Company. Confidential and proprietary.