MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013 MIDSOUTH Region Regional Composite

Methodology 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 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, Produce = Total Produce including Avocados Timeframe: YTD Q1 (January – March) 2014 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 This report is based on a Calendar Quarters. Note: We are looking for “TRENDS” that can assist the retailer to grow their avocado category. Trends are the most important factor in reviewing the category. Also, there may be some discrepancies between this data and the data the retailer uses internally for their reports.  This can be due to a number of reasons including timing issues, Distribution Center transfers, Club Cards, internal department charges, etc.

Midsouth: Region Highlights - YTD Q1 Overview based on the following geography: The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in Markets Midsouth Overview Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012 Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012 Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit Midsouth Per Store Averages 2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012 2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012 Midsouth versus Total U.S. trends MS category unit growth of +18% was +10 points higher than the national average MS category dollar trend of +32% was +12 points higher than the national average MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: YTD Q1 Retail Dollar Trend Comparisons Avocados vs. Produce Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends 2013 versus 2012, Avocados outpaced Produce by +8 points 2014 versus 2013, Avocados outpaced Produce by +27 points 2014 versus 2012, Avocados outpaced Produce by +39 points Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: YTD Q1 Avocado Retail Overview Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012 Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012 Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth vs. Total U.S. YTD Q1 PLU Comparisons MS category unit growth of +18% was +10 points higher than the national average MS growth was driven by PLU 4225 and bagged avocados, which grew +5 million units MS category dollar trend of +32% was +12 points higher than the national average MS growth was driven by PLU 4225 and bagged avocados, which grew +$7 million MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: YTD Q1 Category Per Store Averages In 2014, per store dollar and unit averages exhibited growth over the prior years 2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012 2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: 2012 through Q1-2014 Per Store Averages By Quarter - Units vs. ASP Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing Average Retail Units Per Store The peak quarter was 2014-Q1 at 2,549 units per store when ASP was $1.19/unit The lowest quarter was 2013-Q4 at 1,826 units per store when ASP was at its highest, $1.29/unit ASP Lowest ASP to date occurred during 2013-Q1, $1.07/unit Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.29/unit

Midsouth: Region Highlights - YTD Q1 Overview based on the following geography: The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in Markets Midsouth Overview Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012 Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012 Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit Midsouth Per Store Averages 2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012 2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012 Midsouth versus Total U.S. trends MS category unit growth of +18% was +10 points higher than the national average MS category dollar trend of +32% was +12 points higher than the national average MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing