1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – MAR
2014 vs. 2013
MIDSOUTH Region
Regional Composite

2. Methodology
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
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, Produce = Total Produce including Avocados
Timeframe: YTD Q1 (January – March) 2014
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.

3. Midsouth: Region Highlights - YTD Q1
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
Midsouth Overview
Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends
Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012
Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012
Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit
Midsouth Per Store Averages
2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012
2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012
Midsouth versus Total U.S. trends
MS category unit growth of +18% was +10 points higher than the national average
MS category dollar trend of +32% was +12 points higher than the national average
MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Midsouth: YTD Q1 Retail Dollar Trend Comparisons Avocados vs. Produce
Avocado retail dollar trends through Q outpaced Produce retail dollar trends
2013 versus 2012, Avocados outpaced Produce by +8 points
2014 versus 2013, Avocados outpaced Produce by +27 points
2014 versus 2012, Avocados outpaced Produce by +39 points
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Midsouth: YTD Q1 Avocado Retail Overview
Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012
Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012
Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Midsouth vs. Total U.S. YTD Q1 PLU Comparisons
MS category unit growth of +18% was +10 points higher than the national average
MS growth was driven by PLU 4225 and bagged avocados, which grew +5 million units
MS category dollar trend of +32% was +12 points higher than the national average
MS growth was driven by PLU 4225 and bagged avocados, which grew +$7 million
MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Midsouth: YTD Q1 Category Per Store Averages
In 2014, per store dollar and unit averages exhibited growth over the prior years
2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012
2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Midsouth: 2012 through Q1-2014 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 2014-Q1 at 2,549 units per store when ASP was $1.19/unit
The lowest quarter was 2013-Q4 at 1,826 units per store when ASP was at its highest, $1.29/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $1.07/unit
Highest ASP to date occurred during 2012-Q4 and 2013-Q4, at $1.29/unit

9. Midsouth: Region Highlights - YTD Q1
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
Midsouth Overview
Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends
Category dollars grew +16% in 2013 and +32% in 2014 for a net growth of +53% over 2012
Category units grew +20% in 2013 and +18% in 2014 for a net growth +42% over 2012
Category average selling price (ASP) decreased -4% in 2013 and increased +12% in 2014 to $1.19/unit
Midsouth Per Store Averages
2014 Average dollars of $3,038 per store were +30% higher than 2013 and +49% higher than 2012
2014 Average units of 2,549 per store were +17% higher than 2013 and +38% higher than 2012
Midsouth versus Total U.S. trends
MS category unit growth of +18% was +10 points higher than the national average
MS category dollar trend of +32% was +12 points higher than the national average
MS 2014 category ASP of $1.19/unit was +14% higher than the national average of $1.05/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing