TOTAL U.S. Regional Composite REGIONAL DATA REPORT JAN – JUN 2013 vs. 2012 TOTAL U.S. Regional Composite

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 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.

Total U.S.: Highlights - YTD through Q2 Overview based on the following Regions: California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West Total U.S. Overview Avocado retail dollar trends through Q2 outpaced Fruit and Produce retail dollar trends 2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit and Produce by +5 points and +6 points, respectively Total U.S. 2013 category units were +21% higher than prior year and +59% higher than 2011 Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew +134 million units Total U.S. 2013 category dollars were +14% higher than prior year and +23% higher than 2011 Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$87 million Total U.S. 2013 category ASP of $0.97/unit was -5% lower than prior year and -22% lower than 2011 Total U.S. Per Store Averages 2013 Average dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011 2013 Average units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Total U.S.: YTD through Q2 Retail Dollar Trend Comparisons Avocado retail dollar trends through Q2 outpaced Fruit and Produce retail dollar trends 2012 versus 2011, Avocados outpaced Fruit and Produce by +4 points and +7 points, respectively 2013 versus 2012, Avocados outpaced both Fruit and Produce by +5 points and +6 points, respectively 2013 versus 2011, Avocado dollars grew +23%, which outpaced Fruit and Produce by +10 points and +14 points, respectively Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Total U.S.: YTD through Q2 Avocado Retail Overview Category dollars grew +8% in 2012 and +14% in 2013 for a net growth of +23% over 2011 Category units grew +32% in 2012,and +21% in 2013 for a net growth of +59% over 2011 Category average selling price (ASP) decreased -18% in 2012 and -5% in 2013 to $0.97/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Total U.S.: YTD through Q2 PLU Comparisons Avocado Retail Units increased by +20% and nearly +126 million units through Q2 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados PLU 4225 exhibited growth of +32% and an increase of over +78 million units in through Q2 2013 vs. 2012 Avocado Retail Dollars increased by +14% and +$89 million dollars through Q2 2013 vs. 2012. Growth was driven by PLUs 4225, 4770 and Bagged Avocados PLU 4770 had an increase of +118% PLU 4225 had a Retail Dollar increase of over +$67 million All PLUs declined in price vs. 2012, but PLU 4770 saw the biggest decrease, -25% to $1.31/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Total U.S.: YTD through Q2 Category Per Store Averages In 2013, per store dollar and unit averages exhibited growth over the prior years 2013 Average Dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011 2013 Average Units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Total U.S.: 2011 through Q2-2013 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 2013-Q2 at 5,301 units per store when ASP was $0.99/unit The lowest quarter was 2011-Q3 at 2,909 units per store when ASP was at its highest point, $1.51/unit ASP Lowest ASP to date occurred during 2013-Q1, $0.95/unit Highest ASP to date occurred during 2011-Q3, $1.51/unit

Total U.S.: Highlights - YTD through Q2 Overview based on the following Regions: California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West Total U.S. Overview Avocado retail dollar trends through Q2 outpaced Fruit and Produce retail dollar trends 2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit and Produce by +5 points and +6 points, respectively Total U.S. 2013 category units were +21% higher than prior year and +59% higher than 2011 Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew +134 million units Total U.S. 2013 category dollars were +14% higher than prior year and +23% higher than 2011 Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$87 million Total U.S. 2013 category ASP of $0.97/unit was -5% lower than prior year and -22% lower than 2011 Total U.S. Per Store Averages 2013 Average dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011 2013 Average units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing