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

Great Lakes Region: Highlights - YTD Q3 Overview based on the following geography: The Great Lakes region captures the markets of Chicago, Cincinnati, Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in markets 2016 vs. 2015, avocado dollars in Great Lakes grew +8% outpaced Total U.S. (+7%) Avocado dollars outpaced total produce by +3 points During the same time, category volume grew +9% Category average selling price (ASP) decreased -1% to $1.08/unit Bagged Hass avocados drove dollar gains, adding +$9.5MM to the category Bagged avocados also drove volume gains, up +48%, but was -39 points behind Total U.S. Great Lakes posted the second lowest dollars and units per store per week Great Lakes averaged $290 and 268 units per store per week through Q3 2016 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Great Lakes: YTD Q3 - Avocados vs. Total Produce Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate 2016 vs. 2015, avocado dollars grew +8%, outpacing total produce (+5%) by +3 points Great Lakes held a 13% share of total produce dollars and a 11% share of avocado dollars Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Great Lakes: YTD Q3 Avocado Retail Overview Avocados Volume Grew for Two Consecutive Years 2016 vs. 2015, Category dollars grew +8%, while volume grew +9% Avocados posted volume growth for two consecutive years 2016 vs. 2015, Category average selling price (ASP) decreased -1% to $1.08/unit Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Great Lakes vs. Total U.S. - YTD Q3 PLU Comparisons Great Lakes Outpaced Total U.S. in Dollar Growth Rate Avocado dollar sales in GL increased +8%, outpacing Total U.S. by +1 point Volume increased +9%, but lagged Total U.S. (+12%) by -3 points GL Bagged Hass avocados drove dollar and volume gains, +43% in dollars (+$9.5MM), but was -14 points behind the national average Bagged avocados also drove volume gains, up +48%, but was -39 points behind Total U.S. GL category ASP of $1.08/unit was +8% higher than the national average Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Great Lakes: YTD Q3 Category Per Store Per Week Averages Low Dollars and Units Per Store Per Week in Great Lakes Presents Opportunity for Growth Great Lakes had the second slowest dollar velocity Great Lakes averaged $290 per store per week through Q3 2016 Great Lakes had the second slowest unit velocity Great Lakes averaged 268 units per store per week through Q3 2016 Prepared by: Fusion Marketing Data Source: IRI / FreshLook Marketing

Great Lakes: 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 55MM units when ASP was $1.01/unit The lowest quarter was 2014-Q4 at 31MM units when ASP was at $1.09/unit ASP Lowest ASP to date occurred during 2016-Q1, $1.00/unit Highest ASP to date occurred during 2014-Q2 at $1.28/unit