GREAT LAKES Region

Regional Composite

REGIONALDATA REPORT

JAN – MAR2013 vs. 2012

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 (January – March) 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

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Great Lakes: Region Highlights - YTD Q1

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets

• Great Lakes Overview– Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar

trends in 2013– Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over

2011– Category units grew +9% in 2012 and +36% in 2013 for a net growth +48% over

2011– Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to

$1.04/unit

• Great Lakes Per Store Averages– 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22%

higher than 2011– 2013 Average units of 2,549 per store were +32% higher than 2012 and +41%

higher than 2011

• Great Lakes versus Total U.S. trends– GL category unit growth of +36% was +19 points higher than the national average– GL category dollar trend of +21% was +7 points higher than the national average– GL 2013 category ASP of $1.04/unit was +10% higher than the national average of

$0.95/unit

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Great Lakes: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce

• Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar trends in 2013

– 2012 versus 2011, Avocados outpaced both Fruit and Produce by +7 points

– 2013 versus 2012, Avocados outpaced Fruit by +17 points and Produce by +15 points

– 2013 versus 2011, Avocado dollars grew +29%, which outpaced Fruit by +25 points and Produce by +23 points

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Great Lakes: YTD Q1 Avocado Retail Overview

• Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over 2011

• Category units grew +9% in 2012 an +36% in 2013 for a net growth +48% over 2011

• Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to $1.04/unit

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Great Lakes vs. Total U.S.YTD Q1 PLU Comparisons

• GL category unit growth of +36% was +19 points higher than the national average

– GL growth was primarily driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew +8 million units

• GL category dollar trend of +21% was +7 points higher than the national average

– GL growth was primarily driven by PLUs 4225, 4770 and Bagged Avocados, which collectively grew $5 million

• GL 2013 category ASP of $1.04/unit was +10% higher than the national average of $0.95/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 3,669,450 4,069,803 +10.9% 133,247,079 119,044,419 -10.7%

4225 Large Hass #40 & #48 sizes 14,034,680 18,914,180 +34.8% 119,026,672 158,354,709 +33.0%

4770 X-Large Hass #36 sizes & larger 1,149,396 2,422,048 +110.7% 5,502,382 16,917,549 +207.5%

Other Greenskins, Pinkertons, non-Hass PLUs 279,589 288,292 +3.1% 6,335,471 7,492,536 +18.3%

Organic All Organic PLUs 243,695 361,346 +48.3% 3,199,068 3,853,907 +20.5%

Bags All bagged PLUs 3,555,801 5,199,736 +46.2% 32,373,348 46,763,688 +44.5%

22,932,611 31,255,405 +36.3% 299,684,020 352,426,808 +17.6%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 3,590,958$ 3,734,745$ +4.0% 100,148,136$ 84,147,417$ -16.0%

4225 Large Hass #40 & #48 sizes 17,490,865$ 20,717,000$ +18.4% 138,952,815$ 173,721,214$ +25.0%

4770 X-Large Hass #36 sizes & larger 1,842,063$ 2,981,243$ +61.8% 9,620,950$ 20,100,889$ +108.9%

Other Greenskins, Pinkertons, non-Hass PLUs 513,168$ 506,594$ -1.3% 11,775,767$ 12,547,258$ +6.6%

Organic All Organic PLUs 362,065$ 533,378$ +47.3% 5,099,018$ 6,034,480$ +18.3%

Bags All bagged PLUs 2,973,894$ 4,003,962$ +34.6% 26,768,770$ 36,808,118$ +37.5%

26,773,013$ 32,476,922$ +21.3% 292,365,456$ 333,359,376$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $0.98 $0.92 -6.2% $0.75 $0.71 -6.0%

4225 Large Hass #40 & #48 sizes $1.25 $1.10 -12.1% $1.17 $1.10 -6.0%

4770 X-Large Hass #36 sizes & larger $1.60 $1.23 -23.2% $1.75 $1.19 -32.0%

Other Greenskins, Pinkertons, non-Hass PLUs $1.84 $1.76 -4.3% $1.86 $1.67 -9.9%

Organic All Organic PLUs $1.49 $1.48 -0.6% $1.59 $1.57 -1.8%

Bags All bagged PLUs $0.84 $0.77 -7.9% $0.83 $0.79 -4.8%

$1.17 $1.04 -11.0% $0.98 $0.95 -3.0%

JANUARY -

MARCH: 2

012

vs 2

013

Great Lakes Total U.S.

TOTAL CATEGORY UNITS

Great Lakes Total U.S.

TOTAL CATEGORY DOLLARS

Great Lakes Total U.S.

CATEGORY ASP ($/Unit)

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Great Lakes: YTD Q1 Category Per Store Averages

• In 2013, per store dollar and unit averages were higher than the prior years

– 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22% higher than 2011

– 2013 Average units of 2,549 per store were +32% higher than 2012 and +41% higher than 2011

$2,176 $2,253$2,649

+3.5% +17.6%

Avg Retail Dollars Per Store

2011 2012 2013

1,815 1,930

2,549

+6.3% +32.1%

Avg Retail Units Per Store

2011 2012 2013

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Great Lakes: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q1 at 2,549 units per store when ASP was $1.04/unit– The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was

$1.72/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.04/unit– Highest ASP to date occurred during 2011-Q3, $1.72/unit

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Great Lakes: Region Highlights - YTD Q1

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in Markets

• Great Lakes Overview– Avocado retail dollar trends through Q1 outpaced Fruit and Produce retail dollar

trends in 2013– Category dollars grew +6% in 2012 and +21% in 2013 for a net growth of +29% over

2011– Category units grew +9% in 2012 and +36% in 2013 for a net growth +48% over

2011– Category average selling price (ASP) declined -3% in 2012 and -11% in 2013 to

$1.04/unit

• Great Lakes Per Store Averages– 2013 Average dollars of $2,649 per store were +18% higher than 2012 and +22%

higher than 2011– 2013 Average units of 2,549 per store were +32% higher than 2012 and +41%

higher than 2011

• Great Lakes versus Total U.S. trends– GL category unit growth of +36% was +19 points higher than the national average– GL category dollar trend of +21% was +7 points higher than the national average– GL 2013 category ASP of $1.04/unit was +10% higher than the national average of

$0.95/unit