MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – SEP 2016 vs. 2015 MIDSOUTH Region Regional Composite

Methodology Categories: Timeframe: YTD Q3 (January – September) 2016 Avocados Total produce: Includes avocados Timeframe: YTD Q3 (January – September) 2016 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 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 Q3 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 2016 vs. 2015, avocado dollars in Midsouth grew +10% and outpaced Total U.S. (+7%) by +3 points Category dollars outpaced total produce (+5%) by +5 points Category volume grew +12% Category average selling price (ASP) decreased -2% to $1.13/unit Large Hass (4225) avocados drove category sales growth, adding +$12.1MM to the category Midsouth posted the lowest dollars and units per store per week Midsouth averaged $289 and 255 units per store per week through Q3 2016 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: YTD Q3 - Avocados vs. Total Produce Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate 2016 vs. 2015, avocado dollars grew +10%, +5 points ahead of total produce (+5%) Midsouth held a 12% share of total produce dollars and a 10% share of avocado dollars Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: YTD Q3 Avocado Retail Overview Midsouth Avocado Dollars and Volume Up Double-Digits 2016 vs. 2015, Category dollars grew +10%, while volume grew +12% Midsouth avocado dollars and volume grew double-digits during all time periods 2016 vs. 2015, Category average selling price (ASP) decreased -2% to $1.13/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth vs. Total U.S. - YTD Q3 PLU Comparisons Midsouth Outpaced Total U.S. in Dollar Sales Growth Rate Avocado dollar sales in MS increased +10%, +3 points ahead of Total U.S. (+7%) Volume increased +12%, in-line with Total U.S. Large Hass (4225) avocados drove category sales growth, adding +$12.1MM to the category Large Hass also drove volume growth, adding +9.2MM units to the category Midsouth ASP declined -2% down to $1.13/unit, but was +13% higher than the national average Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: YTD Q3 Category Per Store Per Week Averages Lower Dollars and Units Per Store Per Week in Midsouth Presents Opportunity for Growth Midsouth had the slowest dollar velocity Midsouth averaged $289 per store per week through Q3 2016 Midsouth also had the slowest unit velocity Midsouth averaged 255 units per store per week through Q3 2016 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Midsouth: 2014-Q1 through 2016-Q3 Units vs. ASP Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing Retail Units The peak quarter was 2016-Q2 at 45MM units when ASP was $1.08/unit The lowest quarter was 2014-Q4 at 26MM units when ASP was at $1.15/unit ASP Lowest ASP to date occurred during 2016-Q1, $1.05/unit Highest ASP to date occurred during 2014-Q2 at $1.30/unit