1. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Questions about the Cucumber market in Australia 6 Australian Cucumber Report Year To 01/11/2014

2. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Australian Cucumber Monthly Report Year To October 2014 Analysis Parameters Data Source: Nielsen Homescan Market: Total Australia & States Analysis Measure: Volume & Value Periods: Year To 2014: 52 weeks to 01/11/2014 Year To 2013: 52 weeks to 02/11/2013 Research Methodology – Nielsen Homescan A Panel of 10,000 Australian households Demographically and geographically representative Households electronically record their household purchases of all take-home grocery goods (fresh and packaged) Objective The purpose of this report is to provide a monthly market overview for the Australian Cucumber category. The approach seeks to answer 6 fundamental questions including the key performance indicators (KPIs) for total category and target demographic audiences. The report is part of a vegetable consumer purchase data project funded by HIA using the vegetable levy and matched funds from the Australian Government. This report captures only Fresh Vegetables and excludes processed vegetables (e.g. Fresh Sweet Corn excluding Canned Sweet Corn; Fresh Beans excluding Canned Beans).

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. Demographic Groups Definition View your consumer according to…. LIFESTAGE SENIOR COUPLES | 2 or more adults 60+ (17.6% of population) ESTABLISHED COUPLES | 2 or more adults 35-59 (22.4% of population) INDEPENDENT SINGLES | 1 adult >35 with no children (20.8% of population) YOUNG TRANSITIONALS | Adults <35 with no children (9.2% of population) BUSTLING FAMILIES | Oldest Child 12-17 (14.0% of population) SMALL SCALE FAMILIES | Oldest Child 6-12 (9.6% of population) START UP FAMILIES | Oldest Child <6 (6.4% of population)

4. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 1 2 3 4 5 6 Are more households buying Cucumber vs. last year in Australia? Are households buying Cucumber more frequently? Are Cucumber buyers purchasing/spending more? How is the category evolving across different channels and retailers? Is there a particular state driving the category performance? How are Cucumber performing compared to other Vegetables in the market? Note: This report highlights the top three demographic life stages by penetration. Agenda

5. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 5 Are more households buying Cucumber vs. last year in Australia? Penetration Total Cucumber Total Australia Penetration trend Total Cucumber 4 weekly data Year Ago This Year 1 Source: Nielsen Homescan Household reach for Cucumber witnessed a slight upward trend this year. Small Scale Families added more households this year Opportunity lies with Bustling Families and Senior Couples to regain lost Cucumber buyers Small Scale Families Bustling Families Senior Couples 20132014 Year to 02/11/2013 Year to 01/11/2014

6. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 6 Are households buying Cucumber more frequently? Frequency Total Cucumber Total Australia Source: Nielsen Homescan Average number of trips same period Year Ago Quarterly Trend QtrQtr - 1Qtr - 2Qtr - 3 Average number of trips This Year Purchase frequency for Cucumber has gone down this year. Small Scale and Bustling Families have reduced their trips to purchase Cucumber. Senior Couples remained stable in terms of trips. Bustling Families Senior Couples Small Scale Families 2 Year to 02/11/2013 Year to 01/11/2014

7. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 7 Are Cucumber buyers purchasing/spending more? Volume and Expenditure per trip Total Cucumber Total Australia Senior Couples Source: Nielsen Homescan Average volume KG purchased per trip Average dollars spent per trip Consumption of Cucumber is slightly down vs last year... … however, there is an increase in average dollar spend per trip compared to year ago, across key lifestages. 3 Small Scale Families Bustling Families Year to 02/11/2013 Year to 01/11/2014

8. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 8 How is the category evolving across different channels and retailers? Share of Trade (Kg) Total Cucumber This Year Source: Nielsen Homescan Share of Trade ($) Total Cucumber Volume vs. Year Ago Value vs. Year Ago Cucumber witnessed significant value growth by +20% driven by dollar gains across all retailers. However, volume sales dropped by -5% mainly driven by kg sales contraction in Coles, Woolworths and Non Supermarkets. This Year 4

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 9 SA + NT (11%) WA (12%) VIC (23%) NSW (34%) Is there a particular state driving the category performance? QLD (17%) Average annual KG per Buyer Penetration Year Ago vs. This Year ( ) State share of Cucumber $ sales Source: Nielsen Homescan Consumption of Cucumber has declined across all states except NSW. NSW accounts for one-third of total national spend on Cucumber but has witnessed a decline of 19,557 buying households this year. 5

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 10 Market Share vs. Other Vegetables Total Australia All Vegetable Shoppers How is Cucumber performing compared to other Vegetables in the market? Source: Nielsen Homescan With the decline in frequency and consumption per trip of Cucumber, there is a drop in its volume share of market vs. other Vegetables this year. All key demographic groups are showing the same trend. Volume Sales KG 6 Senior Couples Small Scale Families Bustling Families

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. 11 Highlights Buyers are spending considerably more on Cucumber while their consumption per trip dips vs last year. They are also visiting the stores less frequently. Cucumber witnessed a nominal growth to their buyer base in the current year, however they declined in their volume market share compared to last year. Cucumber recorded +20% dollar growth due to growth across all retailers. Coles’ volume sales dropped by -20% driving the decline for total Cucumber. Bustling Families and Senior Couples have together lost 46,753 buying households this year. There is an opportunity worth $1M if we are able to regain these buyers. Consumption of Cucumber has declined across Australia states except in NSW. The number of Cucumber buying households have declined in NSW and SA+NT.

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.