1. TOTAL U.S. Regional Composite REGIONAL DATA REPORT JAN – JUN
2013 vs. 2012
TOTAL U.S.
Regional Composite

2. Methodology
Sales and Market Data is obtained using CAST (Category Avocado Sales Trend)
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
Data is entered into CAST system
Using CAST, data is queried and reported approximately every 4 weeks
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
Fruit = Total Fruit excluding Avocados
Produce = Total Produce including Avocados
Timeframe: YTD Q1 and Q2 (January – June) 2013
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. Total U.S.: Highlights - YTD through Q2
Overview based on the following Regions:
California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West
Total U.S. Overview
Avocado retail dollar trends through Q2 outpaced Fruit and Produce retail dollar trends
2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit and Produce by +5 points and +6 points, respectively
Total U.S category units were +21% higher than prior year and +59% higher than 2011
Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew +134 million units
Total U.S category dollars were +14% higher than prior year and +23% higher than 2011
Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$87 million
Total U.S category ASP of $0.97/unit was -5% lower than prior year and -22% lower than 2011
Total U.S. Per Store Averages
2013 Average dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011
2013 Average units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Total U.S.: YTD through Q2 Retail Dollar Trend Comparisons
Avocado retail dollar trends through Q2 outpaced Fruit and Produce retail dollar trends
2012 versus 2011, Avocados outpaced Fruit and Produce by +4 points and +7 points, respectively
2013 versus 2012, Avocados outpaced both Fruit and Produce by +5 points and +6 points, respectively
2013 versus 2011, Avocado dollars grew +23%, which outpaced Fruit and Produce by +10 points and +14 points, respectively
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Total U.S.: YTD through Q2 Avocado Retail Overview
Category dollars grew +8% in 2012 and +14% in 2013 for a net growth of +23% over 2011
Category units grew +32% in 2012,and +21% in 2013 for a net growth of +59% over 2011
Category average selling price (ASP) decreased -18% in 2012 and -5% in 2013 to $0.97/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Total U.S.: YTD through Q2 PLU Comparisons
Avocado Retail Units increased by +20% and nearly +126 million units through Q vs Growth was driven by PLUs 4225, 4770 and Bagged Avocados
PLU 4225 exhibited growth of +32% and an increase of over +78 million units in through Q vs. 2012
Avocado Retail Dollars increased by +14% and +$89 million dollars through Q vs Growth was driven by PLUs 4225, 4770 and Bagged Avocados
PLU 4770 had an increase of +118%
PLU 4225 had a Retail Dollar increase of over +$67 million
All PLUs declined in price vs. 2012, but PLU 4770 saw the biggest decrease, -25% to $1.31/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Total U.S.: YTD through Q2 Category Per Store Averages
In 2013, per store dollar and unit averages exhibited growth over the prior years
2013 Average Dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011
2013 Average Units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Total U.S.: 2011 through Q2-2013 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 5,301 units per store when ASP was $0.99/unit
The lowest quarter was 2011-Q3 at 2,909 units per store when ASP was at its highest point, $1.51/unit
ASP
Lowest ASP to date occurred during 2013-Q1, $0.95/unit
Highest ASP to date occurred during 2011-Q3, $1.51/unit

9. Total U.S.: Highlights - YTD through Q2
Overview based on the following Regions:
California, Great Lakes, Midsouth, Northeast, Plains, Southeast, South Central, West
Total U.S. Overview
Avocado retail dollar trends through Q2 outpaced Fruit and Produce retail dollar trends
2013 versus 2012, Avocado dollars grew +14%, which outpaced Fruit and Produce by +5 points and +6 points, respectively
Total U.S category units were +21% higher than prior year and +59% higher than 2011
Growth from 2011 to 2013 was primarily driven by PLUs 4225, which grew +134 million units
Total U.S category dollars were +14% higher than prior year and +23% higher than 2011
Growth from 2011 to 2013 was primarily driven by PLU 4225 which grew +$87 million
Total U.S category ASP of $0.97/unit was -5% lower than prior year and -22% lower than 2011
Total U.S. Per Store Averages
2013 Average dollars of $9,794 per store were +12% higher than 2012 and +17% higher than 2011
2013 Average units of 10,100 per store were +18% higher than 2012 and +50% higher than 2011
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing