1 Avocado Regional Composite California Region January – March: 2011 vs. 2012

Methodology Sales and Market Data is obtained using CAST (Category Avocado Sales Trend) –Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas) Regional figures include data collected from all reporting retailers, as well as imputed data (non- reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area –Data is entered into CAST system –Using CAST, data is queried and reported 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 Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted Market compositions are provided by SymphonyIRI Group Total U.S. totals and averages utilized in comparisons includes all U.S. regions Retail data provided by SymphonyIRI Group / FreshLook Marketing Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews 2

California: Region Highlights Overview based on the following markets: –Los Angeles; Sacramento; San Diego; San Francisco California Overview –Category units declined -8% in 2011, but grew +20% in 2012 –Category dollars grew +11% in 2011, but declined -0.4% in 2012 –Category average selling price (ASP) increased +22% to $0.92/unit in 2011, but declined -17% to $0.76/unit in 2012 –The rolling 12-month average was 24.4 million units per month with an ASP of $0.99/unit Volume peaked during Jan’12 with 36.0 million units sold ASP was lowest during Feb’12 at $0.73/unit California Per Store Averages –In 2012, per store unit average of 24,900 has grown +10% (+2,200 units) since 2010 –In 2012, per store dollar average of $19,000 has grown +11% (+$1,900) since 2010 California versus Total U.S. trends –California’s category unit trend of +20% underperformed the national average by -6 points –California’s category dollar trend of -0.4% was -7 points below the national average of +7% –California’s 2012 category ASP of $0.76/unit was -14% lower than the national average 3

California: Region Retail Sales Overview Category units declined -8% in 2011 but increased +20% in 2012 Category dollars grew +11% in 2011 but declined -0.4% in 2012 Category average selling price (ASP) increased +22% to $0.92/unit in 2011, but decreased -17% to $0.76/unit in Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

California: Per Store Averages In 2012, per store unit average of 24,900 has grown +10% (+2,200 units) since 2010 –‘12 vs. ‘11: Units increased +20%, +4,100 units –‘11 vs. ‘10: Units decreased -8%, -1,900 units In 2012, per store dollar average of $19,000 has grown +11% (+$1,900) since 2010 –‘12 vs. ‘11: Dollars were similar to the prior year –‘11 vs. ‘10: Dollars increased +11%, +$1,900 5 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing -8.4% +19.7% +11.4%0.0%

California vs. Total U.S.: PLU Comparisons January – March: 2011 vs CA’s category unit growth of +20% underperformed the national average by -6 points –CA’s #1 selling segment, PLU 4225’s unit trend of -1% underperformed the national average by -13 points CA’s category dollar trend of -0.4% was -7 point lower than the national average –CA’s PLU 4225 was the driving factor of its category performance, with a dollar trend of -16% (-$7.9 million), underperforming the national average by -16 points CA’s 2012 category ASP of $0.76/unit was -14% lower than the national average of $0.88/ unit 6 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

California Total Category by Month: Units to ASP (rolling 12-months) The rolling 12-month average was 24.4 million units per month at $0.99/unit –The recent 6-months (Oct’11- Mar'12) showed an average of 28.4 million units each month, +39% higher than the prior 6-months average of 20.5 million units –Jan’12 was the peak of the 12 months observed with 36.0 million units sold ASP was the lowest during Feb’12 at $0.73/unit –The recent 6-months (Oct’11- Mar'12) showed an ASP of $0.80/unit, which was -35% lower than the ASP of the prior 6-months ASP of $ Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

California: Region Highlights Overview based on the following markets: –Los Angeles; Sacramento; San Diego; San Francisco California Overview –Category units declined -8% in 2011, but grew +20% in 2012 –Category dollars grew +11% in 2011, but declined -0.4% in 2012 –Category average selling price (ASP) increased +22% to $0.92/unit in 2011, but declined -17% to $0.76/unit in 2012 –The rolling 12-month average was 24.4 million units per month with an ASP of $0.99/unit Volume peaked during Jan’12 with 36.0 million units sold ASP was lowest during Feb’12 at $0.73/unit California Per Store Averages –In 2012, per store unit average of 24,900 has grown +10% (+2,200 units) since 2010 –In 2012, per store dollar average of $19,000 has grown +11% (+$1,900) since 2010 California versus Total U.S. trends –California’s category unit trend of +20% underperformed the national average by -6 points –California’s category dollar trend of -0.4% was -7 points below the national average of +7% –California’s 2012 category ASP of $0.76/unit was -14% lower than the national average 8

Appendix 9 Retail scan data is collected and entered into CAST approximately every 4-6 weeks –Data collection began in 1997 –Data is collected and distributed by Symphony Information Research, Inc. Group (SymphonyIRI Group) / FreshLook Marketing –Data is scrubbed and reviewed for accuracy prior to entry Total U.S. totals and averages utilized in comparisons includes all U.S. regions Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted