1. WEST Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2014 vs. 2013
WEST 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 Q3 (January – September) 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. West Region: Highlights - YTD Q3
Overview based on the following geography:
The West Region captures the Markets of Denver, Phoenix, Portland, Salt Lake City, Seattle and West Texas/New Mexico, plus additional cities not captured in those Markets
2014 vs. 2013, Avocado dollars grew +15% in West and outpaced Total U.S. (+13%) by +2 points
Category dollars grew +15%, despite a -2% decline in units
Category average selling price (ASP) increased +17% to $1.04/unit
Extra large Hass avocados (4770) grew in West, but declined in Total U.S.
West extra large avocados grew +25% in dollars and were +38 points ahead of the national average
Avocados (+15%) outpaced Total Produce (+8%) in retail dollar sales growth rate (2014 vs. 2013)
West held an 11% share of Total Produce dollars and a 17% share of Avocado dollars
West posted the highest dollars and units per store per week
West averaged $771 and 739 units per store per week through Q3 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. West: YTD Q3 - Avocados vs. Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2014 vs. 2013, Avocados grew +15%, +7 points ahead of Total Produce (+8%)
West held an 11% share of Total Produce dollars and a 17% share of Avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. West: YTD Q3 Avocado Retail Overview
West Avocado Dollars Grew +15%, Despite a -2% Decline in Units (2014 vs. 2013)
2014 vs. 2013, Category dollars grew +15%, despite a -2% decline in units
Q2 and Q3 units declined vs. prior year
2014 vs. 2013, Category average selling price (ASP) increased +17% to $1.04/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. West vs. Total U.S. - YTD Q3 PLU Comparisons
West Outpaced Total U.S. in Dollar Growth Rate
Avocado dollar sales in WE increased +15%, +2 points ahead of Total U.S. (+13%)
Volume decreased -2%, -4 points behind Total U.S.
Extra large Hass avocado (4770) dollars grew in WE, but declined in Total U.S.
WE extra large avocados grew +25% and trended +38 points ahead of the national average
WE small avocado ASP of $2.31/unit was +24% higher than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. West: YTD Category Per Store Per Week Averages
West Posted the Highest Average Dollars and Units Per Store Per Week
West had the highest dollar velocity, more than double the U.S. average
West averaged $771 per store per week through Q3 2014
West had the highest volume velocity, more than double the U.S. average
West averaged 739 units per store per week through Q3 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. West: 2012 through Q3-2014 Per Store Averages By Quarter - Units vs
West: 2012 through Q 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 2013-Q2 at 11,048 units per store when ASP was $0.85/unit
The lowest quarter was 2013-Q4 at 7,548 units per store when ASP was at $1.02/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $0.83/unit
Highest ASP to date occurred during 2014-Q3 at $1.14/unit