Avocado Regional Composite California Region January – March: 2011 vs. 2012

1. Avocado Regional Composite California Region January – March: 2011 vs. 2012

2. Methodology • Sales and Market Data is obtained using CAST • (Category Avocado Sales Trend) • Symphony Information Resources Inc. Group (SymphonyIRI Group) gathers chain-wide sales across all RMAs (Retail Market Areas) • Regional figures include data collected from all reporting retailers, as well as imputed data (non-reporting retailers such as club, warehouse and independent stores) for a total of 100% of retail sales for the area • Data is entered into CAST system • Using CAST, data is queried and reported • 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 • Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted • Market compositions are provided by SymphonyIRI Group • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Retail data provided by SymphonyIRI Group / FreshLook Marketing • Important Note: Due to the fact that SymphonyIRI Group / FreshLook Marketing recently restated all retail data, this review cannot be compared or used in conjunction with prior reviews

3. California: Region Highlights • Overview based on the following markets: • Los Angeles; Sacramento; San Diego; San Francisco • California Overview • Category units declined -8% in 2011, but grew +20% in 2012 • Category dollars grew +11% in 2011, but declined -0.4% in 2012 • Category average selling price (ASP) increased +22% to $0.92/unit in 2011, but declined -17% to $0.76/unit in 2012 • The rolling 12-month average was 24.4 million units per month with an ASP of $0.99/unit • Volume peaked during Jan’12 with 36.0 million units sold • ASP was lowest during Feb’12 at $0.73/unit • California Per Store Averages • In 2012, per store unit average of 24,900 has grown +10% (+2,200 units) since 2010 • In 2012, per store dollar average of $19,000 has grown +11% (+$1,900) since 2010 • California versus Total U.S. trends • California’s category unit trend of +20% underperformed the national average by -6 points • California’s category dollar trend of -0.4% was -7 points below the national average of +7% • California’s 2012 category ASP of $0.76/unit was -14% lower than the national average

4. California: Region Retail Sales Overview • Category units declined -8% in 2011 but increased +20% in 2012 • Category dollars grew +11% in 2011 but declined -0.4% in 2012 • Category average selling price (ASP) increased +22% to $0.92/unit in 2011, but decreased -17% to $0.76/unit in 2012 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

5. California: Per Store Averages • In 2012, per store unit average of 24,900 has grown +10% (+2,200 units) since 2010 • ‘12 vs. ‘11: Units increased +20%, +4,100 units • ‘11 vs. ‘10: Units decreased -8%, -1,900 units • In 2012, per store dollar average of $19,000 has grown +11% (+$1,900) since 2010 • ‘12 vs. ‘11: Dollars were similar to the prior year • ‘11 vs. ‘10: Dollars increased +11%, +$1,900 +19.7% -8.4% +11.4% 0.0% Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

6. California vs. Total U.S.: PLU ComparisonsJanuary – March: 2011 vs. 2012 • CA’s category unit growth of +20% underperformed the national average by -6 points • CA’s #1 selling segment, PLU 4225’s unit trend of -1% underperformed the national average by -13 points • CA’s category dollar trend of -0.4% was -7 point lower than the national average • CA’s PLU 4225 was the driving factor of its category performance, with a dollar trend of -16% (-$7.9 million), underperforming the national average by -16 points • CA’s 2012 category ASP of $0.76/unit was -14% lower than the national average of $0.88/ unit Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

7. CaliforniaTotal Category by Month: Units to ASP(rolling 12-months) • The rolling 12-month average was 24.4 million units per month at $0.99/unit • The recent 6-months (Oct’11- Mar'12) showed an average of 28.4 million units each month, +39% higher than the prior 6-months average of 20.5 million units • Jan’12 was the peak of the 12 months observed with 36.0 million units sold • ASP was the lowest during Feb’12 at $0.73/unit • The recent 6-months (Oct’11- Mar'12) showed an ASP of $0.80/unit, which was -35% lower than the ASP of the prior 6-months ASP of $1.24 Source: SymphonyIRI Group / FreshLook Marketing / Fusion Marketing

8. California: Region Highlights • Overview based on the following markets: • Los Angeles; Sacramento; San Diego; San Francisco • California Overview • Category units declined -8% in 2011, but grew +20% in 2012 • Category dollars grew +11% in 2011, but declined -0.4% in 2012 • Category average selling price (ASP) increased +22% to $0.92/unit in 2011, but declined -17% to $0.76/unit in 2012 • The rolling 12-month average was 24.4 million units per month with an ASP of $0.99/unit • Volume peaked during Jan’12 with 36.0 million units sold • ASP was lowest during Feb’12 at $0.73/unit • California Per Store Averages • In 2012, per store unit average of 24,900 has grown +10% (+2,200 units) since 2010 • In 2012, per store dollar average of $19,000 has grown +11% (+$1,900) since 2010 • California versus Total U.S. trends • California’s category unit trend of +20% underperformed the national average by -6 points • California’s category dollar trend of -0.4% was -7 points below the national average of +7% • California’s 2012 category ASP of $0.76/unit was -14% lower than the national average

9. Appendix • Retail scan data is collected and entered into CAST approximately every 4-6 weeks • Data collection began in 1997 • Data is collected and distributed by Symphony Information Research, Inc. Group (SymphonyIRI Group) / FreshLook Marketing • Data is scrubbed and reviewed for accuracy prior to entry • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • Other data is analyzed by CA Avocado Commission’s Data Analyst (Fusion Marketing) in conjunction with CAC personnel • Analysis is based on a Calendar Year (Jan-Mar) unless otherwise noted