1. SOUTHEAST Region Regional Composite REGIONAL DATA REPORT JAN – SEP
2014 vs. 2013
SOUTHEAST 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. Southeast Region: Highlights - YTD Q3
Overview based on the following geography:
The Southeast Region captures the Markets of Atlanta, Jacksonville, Miami, Orlando, South Carolina and Tampa, plus additional cities not included in those Markets
2014 vs. 2013, Avocado dollars grew +15% in Southeast and outpaced Total U.S. (+13%) by +2 points
Category dollars and volume grew +15%
Category average selling price (ASP) declined -1% to $1.24/unit
Southeast small avocados grew +28% in dollars and were +4 points ahead of the national average
Avocados (+15%) outpaced Total Produce (+6%) in retail dollar sales growth rate (2014 vs. 2013)
Southeast held a 14% share of Total Produce dollars and an 11% share of Avocado dollars
Low Dollars and Units Per Store Per Week in Southeast Presents Opportunity for Growth
Southeast averaged $251 and 203 units per store per week through Q3 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

4. Southeast: YTD Q3 - Avocados vs. Produce
Avocados Outpaced Total Produce in Retail Dollar Sales Growth Rate
2014 vs. 2013, Avocado dollars grew +15%, +9 points ahead of Total Produce (+6%)
Southeast held a 14% share of Total Produce dollars and an 11% share of Avocado dollars
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

5. Southeast: YTD Q3 Avocado Retail Overview
Southeast Avocado Dollars and Volume Grew at Nearly Identical Rates
2014 vs. 2013, Category dollars grew +15%, and units increased +15%
All quarters grew in dollars and volume
2014 vs. 2013, Category average selling price (ASP) declined -1% to $1.24/unit
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

6. Southeast vs. Total U.S. - YTD Q3 PLU Comparisons
Southeast Outpaced Total U.S. in Dollar and Volume Sales Growth Rates
Avocado dollar sales in SE increased +15%, +2 points ahead of Total U.S. (+13%)
Volume increased +15%, points ahead of Total U.S.
SE small avocado (4046) dollars grew +28% and were +4 points ahead of the national average
Small Hass avocados held the largest dollar share in SE and second largest share in Total U.S.
SE small avocado ASP of $1.22/unit was +37% higher than the national average
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

7. Southeast: YTD Category Per Store Per Week Averages
Low Dollars and Units Per Store Per Week in Southeast Presents Opportunity for Growth
Southeast had the third lowest dollar velocity
Southeast averaged $251 per store per week through Q3 2014
Southeast had the third lowest volume velocity
Southeast averaged 203 units per store per week through Q3 2014
Prepared by: Fusion Marketing
Data Source: IRI / FreshLook Marketing

8. Southeast: 2012 through Q3-2014 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-Q3 at 2,765 units per store when ASP was $1.23/unit
The lowest quarter was 2012-Q4 at 1,806 units per store when ASP was at $1.20/unit
ASP
Lowest ASP to date occurred during 2014-Q1, $1.18/unit
Highest ASP to date occurred during 2013-Q3 at $1.34/unit