PLAINS Region

Regional Composite

REGIONALDATA REPORT

JAN – MAR2013 vs. 2012

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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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Plains: Region Highlights - YTD Q1

• Overview based on the following markets:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in Markets

• Plains Overview– Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail

dollar trends– Category dollars grew +14% in 2012 and +13% in 2013 for a net growth of +29%

over 2011– Category units grew +21% in 2012 and +25% in 2013 for a net growth of +51% over

2011– Category average selling price (ASP) declined -6% in 2012 and -9% in 2013 to

$1.00/unit

• Plains Per Store Averages– 2013 Average dollars of $3,102 per store were +9% higher than 2012 and +20%

higher than 2011– 2013 Average units of 3,096 per store were +20% higher than 2012 and +41% higher

than 2011

• Plains versus Total U.S. trends– PL category unit growth of +25% was +8 points higher than the national average– PL category dollar trend of +13% was -1 point lower than the national average– PL 2013 category ASP of $1.00/unit was +6% higher than the national average of

$0.95/ unit

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Plains: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce

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

– 2012 versus 2011, Avocados outpaced Fruit by +15 points and Produce by +14 points

– 2013 versus 2012, Avocados outpaced Fruit by +10 points and Produce by +9 points

– 2013 versus 2011, Avocados outpaced Fruit by +27 points and Produce by +25 points

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Plains: YTD Q1 Avocado Retail Overview

• Category dollars grew +14% in 2012 and +13% in 2013 for a net growth of +29% over 2011

• Category units grew +21% in 2012 and +25% in 2013 for a net growth of +51% over 2011

• Category average selling price (ASP) declined -6% in 2012 and -9% in 2013 to $1.00/unit

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Plains vs. Total U.S.YTD Q1 PLU Comparisons

• PL category unit growth of +25% was +8 points higher than the national average

– PL growth was primarily driven by PLUs 4046, 4225 and Bagged Avocados, which collectively grew +3 million units

• PL category dollar trend of +13% was -1 point lower than the national average

– PL growth was primarily driven by PLU 4046 and Bagged Avocados, which grew +$2 million dollars

• PL 2013 category ASP of $1.00/unit was +6% higher than the national average of $0.95/ unit

– The ASP on PLU 4770 is +36% higher than the national average

RETAIL UNITSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 5,031,394 6,473,798 +28.7% 133,247,079 119,044,419 -10.7%4225 Large Hass #40 & #48 sizes 7,109,472 7,948,825 +11.8% 119,026,672 158,354,709 +33.0%4770 X-Large Hass #36 sizes & larger 96,299 285,107 +196.1% 5,502,382 16,917,549 +207.5%Other Greenskins, Pinkertons, non-Hass PLUs 68,139 98,103 +44.0% 6,335,471 7,492,536 +18.3%

Organic All Organic PLUs 135,642 175,686 +29.5% 3,199,068 3,853,907 +20.5%Bags All bagged PLUs 1,865,641 2,909,707 +56.0% 32,373,348 46,763,688 +44.5%

14,306,587 17,891,226 +25.1% 299,684,020 352,426,808 +17.6%

RETAIL DOLLARSPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller 5,005,801$ 6,114,979$ +22.2% 100,148,136$ 84,147,417$ -16.0%4225 Large Hass #40 & #48 sizes 8,809,014$ 8,644,833$ -1.9% 138,952,815$ 173,721,214$ +25.0%4770 X-Large Hass #36 sizes & larger 230,128$ 460,515$ +100.1% 9,620,950$ 20,100,889$ +108.9%Other Greenskins, Pinkertons, non-Hass PLUs 120,311$ 141,056$ +17.2% 11,775,767$ 12,547,258$ +6.6%

Organic All Organic PLUs 225,987$ 303,294$ +34.2% 5,099,018$ 6,034,480$ +18.3%Bags All bagged PLUs 1,412,891$ 2,262,041$ +60.1% 26,768,770$ 36,808,118$ +37.5%

15,804,131$ 17,926,716$ +13.4% 292,365,456$ 333,359,376$ +14.0%

AVERAGE SELLING PRICE (ASP) / UNITPLU Description 2012 2013 Variance 2012 2013 Variance4046 Small Hass #60 sizes & smaller $0.99 $0.94 -5.1% $0.75 $0.71 -6.0%4225 Large Hass #40 & #48 sizes $1.24 $1.09 -12.2% $1.17 $1.10 -6.0%4770 X-Large Hass #36 sizes & larger $2.39 $1.62 -32.4% $1.75 $1.19 -32.0%Other Greenskins, Pinkertons, non-Hass PLUs $1.77 $1.44 -18.6% $1.86 $1.67 -9.9%

Organic All Organic PLUs $1.67 $1.73 +3.6% $1.59 $1.57 -1.8%Bags All bagged PLUs $0.76 $0.78 +2.7% $0.83 $0.79 -4.8%

$1.10 $1.00 -9.3% $0.98 $0.95 -3.0%

JANU

ARY

- MAR

CH: 2

012

vs 2

013

Plains Total U.S.

TOTAL CATEGORY UNITS

Plains Total U.S.

TOTAL CATEGORY DOLLARS

Plains Total U.S.

CATEGORY ASP ($/Unit)

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Plains: YTD Q1 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior years

– 2013 Average dollars of $3,102 per store were +9% higher than 2012 and +20% higher than 2011

– 2013 Average units of 3,096 per store were +20% higher than 2012 and +41% higher than 2011

$2,576$2,843

$3,102

+10.4% +9.1%

Avg Retail Dollars Per Store

2011 2012 2013

2,198 2,573

3,096

+17.1% +20.3%

Avg Retail Units Per Store

2011 2012 2013

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

• Average Retail Units Per Store– The peak quarter was 2013-Q1 at 3,096 units per store when ASP was $1.00/unit– The lowest quarter was 2011-Q3 at 1,788 units per store when ASP was

$1.69/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.00/unit– Highest ASP to date occurred during 2011-Q3, $1.69/unit

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Plains: Region Highlights - YTD Q1

• Overview based on the following markets:– The Plains Region captures the Markets of Kansas City, Minnapolis/St. Paul and St.

Louis, plus additional cities not included in Markets

• Plains Overview– Avocado retail dollar average trends through Q1 outpaced Fruit and Produce retail

dollar trends– Category dollars grew +14% in 2012 and +13% in 2013 for a net growth of +29%

over 2011– Category units grew +21% in 2012 and +25% in 2013 for a net growth of +51% over

2011– Category average selling price (ASP) declined -6% in 2012 and -9% in 2013 to

$1.00/unit

• Plains Per Store Averages– 2013 Average dollars of $3,102 per store were +9% higher than 2012 and +20%

higher than 2011– 2013 Average units of 3,096 per store were +20% higher than 2012 and +41% higher

than 2011

• Plains versus Total U.S. trends– PL category unit growth of +25% was +8 points higher than the national average– PL category dollar trend of +13% was -1 point lower than the national average– PL 2013 category ASP of $1.00/unit was +6% higher than the national average of

$0.95/ unit