1. Avocado Regional Composite West Region 2012 YTD Q2 (January – June)
Prepared by: Fusion Marketing
Prepared by Fusion Marketing

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 Quarters unless otherwise noted
Total U.S. totals and averages utilized in comparisons includes all U.S. regions
Retail data provided by SymphonyIRI Group / FreshLook Marketing
Important Note: SymphonyIRI Group / FreshLook Marketing periodically restates retail data, therefore 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
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. West Region Highlights YTD Q2
Overview based on the following markets:
Boise, ID; Denver, CO; Las Vegas, NV; Phoenix, AZ; Portland, OR; Seattle, WA; Spokane, WA
West Overview
Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +7 points and 2010 Produce by +9 points
Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012
Category units net growth from 2010 to 2012 was +6%
Category average selling price (ASP) in 2012 was +5% higher than the 2010 ASP
West Per Store Averages
2012 Average dollars of $8,662 per store were +5% higher than 2011 and +13% higher than 2010
2012 Average units of 9,574 per store were +25% higher than 2011 and +7% higher than 2010’s average of 8,924 units per store
West versus Total U.S. trends
West’s 2012 category dollar trend of +6% was -3 points lower than the national average
West’s 2012 category unit growth of +26% was -10 points lower than the national average
West’s 2012 category ASP of $0.90/unit was -1% lower than the national average of $0.91/ unit
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

4. West YTD Q2 Retail Dollar Trend Comparisons Avocados vs. Fruit vs
West YTD Q2 Retail Dollar Trend Comparisons Avocados vs. Fruit vs. Produce
Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +7 points and 2010 Produce by +9 points
2011 versus 2010, Avocados outpaced Fruit by +1 point and was in-line with Produce
2012 versus 2011, Avocados outpaced Fruit by +5 points and Produce by +8 points
2012 versus 2010, Avocados dollars grew +12% which outpaced Fruit by +7 points and Produce by +9 points
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

5. West YTD Q2 Avocado Retail Overview
Category dollars grew for 2 consecutive years, +5% in 2011 and +6% in 2012 for a net growth of +12% over 2010
Category units declined -16% in 2011, but grew +26% in 2012 for a net growth +6% over 2010
Category average selling price (ASP) increased +25% in 2011, but declined -16% in 2012 to $0.90/unit
2012 ASP was +5% higher than the 2010 ASP
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

6. West vs. Total U.S. YTD Q2 PLU Comparisons
West’s category unit growth of +26% was -10 points lower than the national average
West’s growth was primarily driven by PLU 4046 which grew million units
West’s category dollar trend of +6% was -3 points lower than the national average
West’s growth was primarily driven by PLU 4046 which grew +$3.2 million
West’s 2012 category ASP of $0.90/unit was -1% lower than the national average of $0.91/ unit
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

7. West YTD Q2 Category Per Store Averages
In 2012, per store dollar and unit averages exhibited growth from 2011
2012 Average dollars of $8,662 per store were +5% higher than 2011 and +13% higher than 2010
2012 Average units of 9,574 per store were +25% higher than 2011 and +7% higher than 2010’s average of 8,924 units per store
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

8. West 2010 through Q2-2012 Per Store Averages by Quarter: Units vs. ASP
Average Retail Units Per Store
The peak quarter was 2010-Q2 at 5,803 units per store when ASP was $0.88/unit
The lowest quarter was 2011-Q3 at 3,556 units per store when ASP was at its highest point of $1.40/unit
ASP
Lowest ASP to date occurred during 2010-Q1, $0.84/unit
Highest ASP to date occurred during 2011-Q3, $1.40/unit
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

9. West Region Highlights YTD Q2
Overview based on the following markets:
Boise, ID; Denver, CO; Las Vegas, NV; Phoenix, AZ; Portland, OR; Seattle, WA; Spokane, WA
West Overview
Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +7 points and 2010 Produce by +9 points
Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012
Category units net growth from 2010 to 2012 was +6%
Category average selling price (ASP) in 2012 was +5% higher than the 2010 ASP
West Per Store Averages
2012 Average dollars of $8,662 per store were +5% higher than 2011 and +13% higher than 2010
2012 Average units of 9,574 per store were +25% higher than 2011 and +7% higher than 2010’s average of 8,924 units per store
West versus Total U.S. trends
West’s 2012 category dollar trend of +6% was -3 points lower than the national average
West’s 2012 category unit growth of +26% was -10 points lower than the national average
West’s 2012 category ASP of $0.90/unit was -1% lower than the national average of $0.91/ unit
Prepared by: Fusion Marketing
Data Source: SymphonyIRI Group / FreshLook Marketing

10. 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 Quarters unless otherwise noted
Prepared by Fusion Marketing