DatePac Sales Meeting10.18.2013

It’s All in the Numbers

Before we start on the Fresh Date Category specifically…let’s talk about what’s happening in

Produce in general…

Segment $ Sales (000's) % Chg Unit Sales % chgAvg Price per Unit

Total Dried Fruit $ 630,502 1.3% 207,563 0.3% $ 3.04 Raisins $ 199,642 1.9% 1,996 -1.2% $ 2.94 Cranberries $ 124,122 2.8% 1,255 7.1% $ 2.79 Plums/Prunes $ 90,781 -4.7% 908 -11.3% $ 3.48 Dates $ 40,588 15.2% 413 10.4% $ 3.73 Fruit Chips $ 38,267 12.9% 397 15.6% $ 1.86 Apricots $ 37,267 -3.6% 386 -3.5% $ 3.80 Tropicals $ 31,063 3.7% 329 -2.1% $ 3.53 Berries $ 25,422 -8.9% 283 -12.2% $ 4.83 Mixed $ 19,639 -8.9% 209 -11.4% $ 3.23 Figs $ 14,990 4.8% 172 2.8% $ 3.53 All Other $ 8,716 -2.3% 102 -0.4% $ 2.60

4 Regions, 9 Sub-Regions

Pacific

Mountain

West SouthCentral

West NorthCentral East North

Central

NewEngland

Mid-Atlantic

SouthAtlantic

East SouthCentral

West CentralEastSouth

Medjools Continue to drive the Dates Category Growth

Medjool Share of Dollars and Volume are not aligned…there is money to be had

10.3%Deglet 8.8%Medjool 12.7%

Share of Category DollarsDates

Total U.S., 52 Weeks Ending 07/27/13

% Change vs YAGODates

Deglet60%

Medjool40%

4.7%Deglet 1.7%Medjool 15.4%

Share of Category VolumeDates

Total U.S., 52 Weeks Ending 07/27/13

% Change vs YAGODates

Deglet75%

Medjool25%

While Medjool distribution contines to grow…

2.0%

Deglet 2.3%

Medjool 12.6%

Share of Category Distribution Points SellingDates

Total U.S., 52 Weeks Ending 07/27/13

% Change vs YAGO

Dates

Deglet66%

Medjool34%

There is still opportunity for additional placements

Medjools are closing the Gap on Deglet dollar velocity

Geography Product

Dollars per $MM

ACV

Dollars per $MM ACV

YAGO

Dollars per $MM ACV % Change vs.

YAGO

Dollars per $MM ACV Change vs.

YAGO

Volume per $MM

ACV

Volume per $MM ACV

YAGO

Volume per $MM ACV % Change vs.

YAGO

Volume per $MM ACV Change vs.

YAGOTotal U.S. Dates $99 $94 5.9% 6 25 25 0.5% 0

Deglet $59 $57 4.4% 2 19 19 -2.4% -0Medjool $40 $37 8.2% 3 6 6 10.8% 1

Medjool dates have a strong base year round, while deglets are still very seasonal

$5.80

$6.00

$6.20

$6.40

$6.60

$6.80

$7.00

-$120,000

-$20,000

$80,000

$180,000

$280,000

$380,000

$480,000

$580,000

$680,000

$780,000

$880,000

Weekly Performance BreakdownTotal U.S., Medjool

Baseline Dollars Incremental Dollars Total Dollars Average Retail

Current Year

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

$4.00

$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

$2,000,000

Weekly Performance BreakdownTotal U.S., Deglet

Baseline Dollars Incremental Dollars Total Dollars Average Retail

Current Year

The Bard Valley Natural Delights Brand is Dominant and Growing

12.7%Bard Valley Medjool Date Growers41.4%Unbranded 0.7%Sundate -28.1%Caramel Naturel -39.7%PRIVATE LABEL 14.4%Hadley Date Gardens24.6%Woodstock Farms 38.2%United with Earth -60.1%

Share of Sub-Category DollarsMedjool

Total U.S., 52 Weeks Ending 07/27/13

% Change vs YAGOMedjool

Bard Valley Medjool

Date Growers

65%

Unbranded13%

Sundate10%

Caramel Naturel

6%

PRIVATE LABEL

2%

Hadley Date Gardens

2% 15.4%Bard Valley Medjool Date Growers45.4%Unbranded 1.2%Sundate -29.6%Caramel Naturel -42.6%PRIVATE LABEL 14.2%Hadley Date Gardens19.5%Woodstock Farms 37.0%United with Earth -65.8%

Share of Sub-Category VolumeMedjool

Total U.S., 52 Weeks Ending 07/27/13

% Change vs YAGOMedjool

Bard Valley Medjool

Date Growers

67%

Unbranded13%

Sundate8%

Caramel Naturel

5%

PRIVATE LABEL

2%

Hadley Date Gardens

2%

Growth of over 40% in Share of Dollars and Volume vs YAGO. Bard Valley MedjoolDates share is over 65% in both areas

Bard Valley continues to grow faster than any other major brand while Sundate and Caramel Natural

decline significantly

52 Weeks Ending 07/27/13Total U.S.Medjool Brands

Dollars Dollars YAGODollars % Change vs

YAGO

Dollars Change vs

YAGOVolume

Volume YAGO

Volume % Change vs

YAGO

Volume Change vs

YAGOBard Valley Medjool Date Growers $12,362,052 $8,741,949 41.4% $3,620,103 1,932,506 1,329,161 45.4% 603,346Unbranded $2,397,971 $2,380,860 0.7% $17,111 382,520 377,828 1.2% 4,691Sundate $1,811,506 $2,519,543 -28.1% -$708,037 233,864 332,030 -29.6% -98,166Caramel Naturel $1,204,194 $1,998,074 -39.7% -$793,880 157,743 274,755 -42.6% -117,012PRIVATE LABEL $339,797 $297,011 14.4% $42,786 48,619 42,570 14.2% 6,048Hadley Date Gardens $319,280 $256,269 24.6% $63,011 54,288 45,425 19.5% 8,863Woodstock Farms $132,318 $95,739 38.2% $36,579 17,717 12,928 37.0% 4,789United with Earth $94,802 $237,595 -60.1% -$142,792 12,303 36,001 -65.8% -23,698Jewel Date Company $44,907 $30,264 48.4% $14,642 7,792 5,291 47.3% 2,501Devik International Inc. $44,760 $70,159 -36.2% -$25,399 10,944 15,853 -31.0% -4,909

Continued growth in Distribution is clearly driving the category

52 Weeks Ending 07/27/13Total U.S.Medjool Brands

Distribution Points Selling

Distribution Points Selling

YAGO

Distribution Points Selling

Change vs YAGO

Volume per $MM ACV

Volume per $MM ACV %

Change vs YAGO

Dollars per $MM ACV

Dollars per $MM ACV %

Change vs YAGO

Bard Valley Medjool Date Growers 281,216 192,750 88,466 $4 39.5% $26 35.7%Unbranded 66,621 69,063 -2,442 $1 -2.8% $5 -3.4%Sundate 13,423 25,515 -12,092 $0 -32.4% $4 -31.0%Caramel Naturel 42,111 60,633 -18,522 $0 -44.9% $3 -42.2%PRIVATE LABEL 18,537 16,462 2,075 $0 9.6% $1 9.8%Hadley Date Gardens 16,787 13,397 3,390 $0 14.7% $1 19.5%Woodstock Farms 4,148 5,198 -1,050 $0 31.2% $0 32.6%United with Earth 3,063 6,587 -3,524 $0 -67.2% $0 -61.7%Jewel Date Company 3,219 2,436 783 $0 41.4% $0 42.4%Devik International Inc. 1,260 2,423 -1,163 $0 -33.8% $0 -38.8%

Bard Valley gained more points of distribution than were lost by our Competitors which lead to category growth

52 Weeks Ending 07/27/13

Geography Medjool BrandsDollars

Dollar Share

Dollar Share Point

Change

Dollars % Change vs

YAGOTotal U.S. Bard Valley Medjool Date Growers $12,362,052 65.3% 13.2 41.4%

Unbranded $2,397,971 12.7% -1.5 0.7%Sundate $1,811,506 9.6% -5.4 -28.1%Caramel Naturel $1,204,194 6.4% -5.5 -39.7%PRIVATE LABEL $339,797 1.8% 0.0 14.4%

Mid Atlantic Sub-region Bard Valley Medjool Date Growers $1,007,027 42.0% 2.8 19.8%Unbranded $793,555 33.1% -2.1 5.1%Caramel Naturel $186,114 7.8% -3.3 -21.4%PRIVATE LABEL $144,107 6.0% 0.5 21.7%Woodstock Farms $101,669 4.2% 1.4 67.4%

South Atlantic Sub-region Bard Valley Medjool Date Growers $3,499,430 71.8% 10.8 30.5%Unbranded $620,223 12.7% -1.2 1.4%Caramel Naturel $317,175 6.5% -4.5 -34.6%Sundate $301,894 6.2% -5.3 -40.4%PRIVATE LABEL $71,077 1.5% -0.0 8.4%

Pacific Sub-region Bard Valley Medjool Date Growers $1,706,713 66.8% 32.8 108.0%Unbranded $285,659 11.2% -0.8 -1.0%Hadley Date Gardens $259,978 10.2% 1.9 29.6%Caramel Naturel $165,766 6.5% -20.6 -74.7%Sundate $114,668 4.5% -4.5 -47.3%

East North Central Sub-region Bard Valley Medjool Date Growers $2,115,741 81.5% 17.4 53.4%Sundate $279,625 10.8% -10.2 -38.0%Unbranded $112,194 4.3% -0.4 9.4%Devik International Inc. $34,534 1.3% -1.5 -43.6%Desert Valley Date $22,465 0.9% -0.4 -15.7%

NATURAL DELIGHTS IS THE TOP MEDJOOL BRAND IN TOTAL US AND EVERY REGION

NATURAL DELIGHTS IS THE TOP MEDJOOL BRAND IN TOTAL US AND EVERY REGION

52 Weeks Ending 07/27/13

Geography Medjool BrandsDollars

Dollar Share

Dollar Share Point

Change

Dollars % Change vs

YAGONew England Sub-region Bard Valley Medjool Date Growers $852,980 47.9% 9.9 70.4%

Caramel Naturel $472,522 26.5% -2.2 24.7%Unbranded $294,170 16.5% -6.6 -3.5%PRIVATE LABEL $124,588 7.0% -1.6 10.3%Sid Wainer & Son Specialty Produce $27,014 1.5% 1.5 0.0%

East South Central Sub-region Bard Valley Medjool Date Growers $408,441 76.4% 14.4 37.0%Sundate $102,976 19.3% -13.8 -35.2%Devik International Inc. $10,225 1.9% 0.3 33.3%Unbranded $9,492 1.8% -0.1 5.8%Mrs. Sutler's $1,112 0.2% 0.1 233.6%

West South Central Sub-region Bard Valley Medjool Date Growers $1,336,082 72.2% 12.4 34.7%Sundate $481,433 26.0% -11.7 -23.0%Unbranded $13,036 0.7% 0.1 29.3%Caramel Naturel $9,721 0.5% -0.7 -51.3%Meditco $6,049 0.3% -0.1 -16.3%

Mountain Sub-region Bard Valley Medjool Date Growers $827,614 62.5% 5.8 10.3%Unbranded $211,044 15.9% -1.8 -9.9%Sundate $172,912 13.1% 1.6 14.4%Hadley Date Gardens $59,301 4.5% 0.3 6.5%Caramel Naturel $30,865 2.3% -5.1 -68.5%

West North Central Sub-region Bard Valley Medjool Date Growers $608,024 59.5% 7.0 26.8%Sundate $283,559 27.8% -5.9 -7.5%Unbranded $58,597 5.7% -1.4 -9.9%Earth Grown $29,177 2.9% 0.2 18.7%Bergin Nut $17,074 1.7% 0.7 90.2%

Consistent velocity across all regions shows there is a consumer base across the country to tap into

$62

$44 $42 $40 $40 $41$38 $38

$33

$20

Dolla

rs p

er $

MM

ACV

Performance by GeographyMedjool, 52 Weeks Ending 07/27/13

Total U.S. ($40)

52 Weeks Ending 07/27/13Medjool

Geographies

Dollars per $MM ACV

Dollars per $MM ACV %

Change vs YAGO

Total U.S. $40 8.2%South Atlantic Sub-region $44 5.8%Mid Atlantic Sub-region $42 6.5%Pacific Sub-region $38 1.2%East North Central Sub-region $40 16.8%West South Central Sub-region $38 8.3%New England Sub-region $62 29.3%Mountain Sub-region $33 -3.3%West North Central Sub-region $41 5.1%East South Central Sub-region $20 9.0%

Natural Delights velocity is significantly stronger than our competitors

52 Weeks Ending 07/27/13

Geography Medjool Brands

Dollars per $MM ACV

Dollars per $MM ACV Change vs.

YAGO

% ACV Selling

Dollars per $MM ACV Change vs.

YAGO

Volume % on

Promotion

Volume % on Promotion Pt.

Change vs. YAGO

Total U.S. Bard Valley Medjool Date Growers $26 $6.9 32.6% 10.0 18.4% 3.4Unbranded $5 -$0.2 8.4% -0.4 8.6% 0.3Sundate $4 -$1.7 2.2% -2.2 4.4% -3.7Caramel Naturel $3 -$1.9 5.6% -2.3 9.3% -13.5PRIVATE LABEL $1 $0.1 2.8% 0.2 10.5% -0.1

Mid Atlantic Sub-region Bard Valley Medjool Date Growers $17 $2.1 23.7% 7.1 10.8% 2.1Unbranded $14 $0.0 16.9% -0.9 6.9% 0.2Caramel Naturel $3 -$1.1 7.5% -0.2 11.3% -6.5PRIVATE LABEL $2 $0.3 8.5% 0.9 10.2% -0.1Woodstock Farms $2 $0.7 6.8% 1.2 5.4% -2.2

South Atlantic Sub-region Bard Valley Medjool Date Growers $31 $6.2 31.2% 5.1 23.3% -0.1Unbranded $6 -$0.2 6.3% -0.2 7.2% -0.3Caramel Naturel $3 -$1.7 5.7% -1.6 8.0% -7.2Sundate $3 -$2.1 1.1% -1.0 2.1% -4.7PRIVATE LABEL $1 $0.0 2.8% 0.1 11.2% -1.9

Pacific Sub-region Bard Valley Medjool Date Growers $25 $12.5 43.0% 20.0 22.7% 3.5Unbranded $4 -$0.2 12.9% -1.5 16.5% 2.3Hadley Date Gardens $4 $0.7 9.6% 2.0 15.6% 3.1Caramel Naturel $2 -$7.6 7.5% -11.4 11.6% -17.8Sundate $2 -$1.7 1.2% -1.3 5.6% 2.0

East North Central Sub-region Bard Valley Medjool Date Growers $32 $10.5 41.3% 15.3 16.8% 7.4Sundate $4 -$2.8 4.7% -8.2 9.4% -5.4Unbranded $2 $0.1 4.1% 0.3 13.7% 4.2Devik International Inc. $1 -$0.4 1.1% -0.9 6.7% -1.7Desert Valley Date $0 -$0.1 0.9% -0.3 14.6% -3.3

Natural Delights velocity is significantly stronger than our competitors

52 Weeks Ending 07/27/13

Geography Medjool Brands

Dollars per $MM ACV

Dollars per $MM ACV Change vs.

YAGO

% ACV Selling

Dollars per $MM ACV Change vs.

YAGO

Volume % on

Promotion

Volume % on Promotion Pt.

Change vs. YAGO

New England Sub-region Bard Valley Medjool Date Growers $30 $11.4 28.5% 10.2 11.5% 0.4Caramel Naturel $16 $2.6 31.9% 2.5 8.5% -3.2Unbranded $10 -$0.9 19.9% 0.3 4.6% -0.1PRIVATE LABEL $4 $0.2 18.1% 1.2 10.3% 0.9Sid Wainer & Son Specialty Produce $1 $0.9 1.7% 1.7 6.0% 6.0

East South Central Sub-region Bard Valley Medjool Date Growers $15 $3.8 21.2% 7.0 17.6% 2.2Sundate $4 -$2.2 1.8% -1.7 6.2% 1.4Devik International Inc. $0 $0.1 0.8% 0.2 1.8% -5.7Unbranded $0 $0.0 0.5% -0.1 8.3% -2.3Mrs. Sutler's $0 $0.0 0.1% 0.1 0.0% 0.0

West South Central Sub-region Bard Valley Medjool Date Growers $27 $6.4 32.5% 7.8 15.8% 4.9Sundate $10 -$3.3 4.1% -2.1 1.6% -5.3Unbranded $0 $0.1 0.7% 0.1 8.5% -0.2Caramel Naturel $0 -$0.2 0.7% -0.5 11.3% -14.3Meditco $0 -$0.0 0.2% 0.0 8.5% -5.6

Mountain Sub-region Bard Valley Medjool Date Growers $21 $1.3 33.8% 8.5 22.0% 9.3Unbranded $5 -$0.8 8.8% -0.8 12.5% -0.3Sundate $4 $0.4 1.8% 0.1 6.1% 1.1Hadley Date Gardens $1 $0.0 4.1% 0.7 16.7% -1.6Caramel Naturel $1 -$1.8 1.8% -2.5 10.1% -17.2

West North Central Sub-region Bard Valley Medjool Date Growers $25 $3.9 23.9% 6.5 8.6% 0.6Sundate $11 -$1.7 5.3% -3.5 2.9% -1.3Unbranded $2 -$0.4 7.4% -1.1 8.4% -0.2Earth Grown $1 $0.1 4.3% 0.1 9.4% 0.6Bergin Nut $1 $0.3 0.6% 0.2 10.0% 2.2

Natural Delights Date Rolls growth continues to grow, although at a slower pace

52 Weeks Ending 07/27/13DatesBrands

Dollars Dollars YAGODollars % Change vs

YAGO

Dollars Change vs

YAGOVolume

Volume YAGO

Volume % Change vs

YAGO

Volume Change vs

YAGOBard Valley Medjool Date Growers:Dates $12,807,142 $9,158,956 39.8% $3,648,186 2,037,547 1,432,165 42.3% 605,383Bard Valley Medjool Date Growers:Medjool $12,362,052 $8,741,949 41.4% $3,620,103 1,932,506 1,329,161 45.4% 603,346Bard Valley Medjool Date Growers:Deglet $445,090 $417,007 6.7% $28,083 105,041 103,004 2.0% 2,037

Here are some key message summary point to make with your customers:

1) Medjool Dates are a growing entity with the dates category, and deliver a higher dollar ratio than deglets. Retailers should be reminded that the bringing ND Medjool dates in place of deglets will result in greater velocity overall

2) Bard Valley continues to experience over 40% growth in dollars and volume vs YAGO, and today represents over 66% of the total Medjool category in same. This is based on our product quality, availability and consumer marketing campaigns to drive awareness sales

3) In the Medjool Category, Natural Delights velocity numbers are significantly higher than any of our competitors. Velocity is based on Price + Volume. More consumers are looking to buy our products more times per year.

So what does this data show??