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

2. 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
Retailer sales data is captured directly from the retailer’s registers – sold by the retailer to SymphonyIRI Group (Symphony Information Research, Inc. Group)
Regional data includes reporting retailers as well as imputed data so that the retail figures equal 100% of the area sales.
This report is based on a Calendar Year (Jan – Mar).
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.

3. MidSouth: Region Highlights
Overview based on the following markets:
Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA
MidSouth Overview
The MidSouth was the only region to experience a year-over-year growth in volume and dollar
Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012
Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012
Category average selling price (ASP) experienced double-digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012
The rolling 12-month average was 9.9 million units per month with an ASP of $0.99/unit
Volume peaked in Jan’12 with 14.5 million units sold, coinciding with when ASP was lowest at $0.82/unit
MidSouth Per Store Averages Overview
In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010
In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010
MidSouth versus Total U.S. trends
MidSouth’s category unit trend of +52% was +26 points above the national average of +26%
The MidSouth’s Bagged Avocados (#1 selling segment in units) was the main driver of its performance vs. the national average; its unit trend of +110% outperformed the national average by +63 points
MidSouth’s category dollar trend of +22% was +15 points above the national average of +7%
The MidSouth’s PLU 4046 (#2 selling segment in dollars) was the main driver of its performance vs. the national average; its dollar trend of +88% outperformed the national average by +52 points
MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average

4. MidSouth: Region Retail Sales Overview
Data Source: SymphonyIRI Group / FreshLook Marketing
Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012
Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012
Category average selling price (ASP) experienced consecutive double- digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012
Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. MidSouth: Per Store Averages
+25.9%
+51.8%
+12.8%
+21.8%
Data Source: SymphonyIRI Group / FreshLook Marketing
In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010
‘12 vs. ‘11: Units increased +52%, +2,800 units
‘11 vs. ‘10: Units increased +26%, +1,100 units
In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010
‘12 vs. ‘11: Dollars increased +22%, +$1,200
‘11 vs. ‘10: Dollars increased +13%, +$650
Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

6. MidSouth vs. Total U.S.: PLU Comparisons January –March: 2011 vs. 2012
MidSouth’s category unit trend of +52% was +26 points above the national average of +26%
MidSouth’s #1 selling size in units (Bagged Avocados) was the main driver to its category unit performance; its unit trend of +110% (+7.0 million units) outperformed the national average by +63 points
MidSouth’s category dollar trend of +22% was +15 points above the national average of +7%
MidSouth’s category dollar performance was driven by PLU 4046 (their #2 selling size in dollars) which increased +88% (+$5.1 million) over the prior year, outperforming the national average by +52 points
MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average of $0.88/unit
Data Source: SymphonyIRI Group / FreshLook Marketing
Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. MidSouth Total Category by Month: Units to ASP (rolling 12-months)
The rolling 12-month average was 9.9 million units per month at $0.99/unit
The recent 6-months (Oct'11-Mar'12) showed an average of 10.4 million units each month, +11% above the prior 6-months average of 9.4 million units
ASP was lowest during Jan’12 at $0.82/unit, which coincides with when volume peaked at 14.5 million units sold
The recent 6-months (Oct'11-Mar'12) showed an ASP of $0.89/unit, was -21% lower than the prior 6-months which had an ASP of $1.11/unit
Data Source: SymphonyIRI Group / FreshLook Marketing
Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. MidSouth: Region Highlights
Overview based on the following markets:
Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA
MidSouth Overview
The MidSouth was the only region to experience a year-over-year growth in volume and dollar
Category units experienced consecutive double-digit growth of +26% in 2011, and +52% in 2012
Category dollars experienced consecutive double-digit growth of +13% in 2011, and +22% in 2012
Category average selling price (ASP) experienced double-digit price declines with -11% to $1.05/unit in 2011, and -20% to $0.84/unit in 2012
The rolling 12-month average was 9.9 million units per month with an ASP of $0.99/unit
Volume peaked in Jan’12 with 14.5 million units sold, coinciding with when ASP was lowest at $0.82/unit
MidSouth Per Store Averages Overview
In 2012, per store unit average of 8,200 has grown +91% (+3,900 units) since 2010
In 2012, per store dollar average of $6,900 has grown +37% (+$1,900) since 2010
MidSouth versus Total U.S. trends
MidSouth’s category unit trend of +52% was +26 points above the national average of +26%
The MidSouth’s Bagged Avocados (#1 selling segment in units) was the main driver of its performance vs. the national average; its unit trend of +110% outperformed the national average by +63 points
MidSouth’s category dollar trend of +22% was +15 points above the national average of +7%
The MidSouth’s PLU 4046 (#2 selling segment in dollars) was the main driver of its performance vs. the national average; its dollar trend of +88% outperformed the national average by +52 points
MidSouth’s 2012 category ASP of $0.84/unit was -4% lower than the national average

9. Appendix
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
Prepared by Fusion Marketing