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MIDSOUTH Region

This report provides a comprehensive analysis of avocado retail data for the Midsouth region from January to December 2012, compared to 2011. Utilizing CAST system metrics, it highlights significant growth in both sales and units sold, with category dollars increasing by 19% in 2012. Despite a 16% decline in average selling price to $0.86 per unit, the region outperformed national trends in terms of dollar and unit growth. Key markets include Baltimore, Louisville, Memphis, Raleigh, Richmond, and Roanoke.

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MIDSOUTH Region

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  1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN – DEC 2012 vs. 2011

  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 • Timeframe: YTD Q4 (January – December) • Retail data provided by SymphonyIRI Group / FreshLook Marketing • Important Note: SymphonyIRI Group / FreshLook Marketing periodically restates retail data, therefore this review cannot be compared or used in conjunction with prior reviews

  3. Midsouth: Region Highlights - YTD Q4 • Overview based on the following markets: • Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA • Midsouth Overview • Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail dollar trends • Category dollars grew +13% in 2011 and +19% in 2012 for a net growth of +34% over 2010 • Category units grew +6% in 2011 and +41% in 2012 for a net growth +50% over 2010 • Category average selling price (ASP) increased +6% in 2011, but declined -16% in 2012 to $0.86/unit • Midsouth Per Store Averages • 2012 Average dollars of $4,582 per store were +7% higher than 2011 and +16% higher than 2010 • 2012 Average units of 5,324 per store were +29% higher than 2011 and +35% higher than 2010 • Midsouth versus Total U.S. trends • MS’ category unit growth of +41% was +2 points higher than the national average • MS’ category dollar trend of +19% was +8 points higher than the national average • MS’ 2012 category ASP of $0.86/unit was -7% lower than the national average of $0.92/unit

  4. Midsouth: YTD Q4 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail dollar trends • 2011 versus 2010, Avocados outpaced Fruit and Produce by +9 points • 2012 versus 2011, Avocados outpaced Fruit by +13 points and Produce by +16 points • 2012 versus 2010, Avocados dollars grew +34% which outpaced Fruit by +25 points and Produce by +27 points

  5. Midsouth: YTD Q4 Avocado Retail Overview Category dollars grew +13% in 2011 and +19% in 2012 for a net growth of +34% over 2010 Category units grew +6% in 2011 and +41% in 2012 for a net growth +50% over 2010 Category average selling price (ASP) increased +6% in 2011, but declined -16% in 2012 to $0.86/unit

  6. Midsouth vs. Total U.S.YTD Q4 PLU Comparisons • MS’ category unit growth of +41% was +2 points higher than the national average • MS’s growth was primarily driven by PLU 4225 and Bagged Avocados which collectively grew +40 million units • MS’ category dollar trend of +19% was +8 points higher than the national average • MS’s growth was primarily driven by PLU 4225 which grew +$19 million • MS’ 2012 category ASP of $0.86/unit was -7% lower than the national average of $0.92/unit

  7. Midsouth: YTD Q4 Category Per Store Averages • In 2012, per store dollar and unit averages exhibited growth over the prior years • 2012 Average dollars of $4,582 per store were +7% higher than 2011 and +16% higher than 2010 • 2012 Average units of 5,324 per store were +29% higher than 2011 and +35% higher than 2010

  8. Midsouth: 2010 through Q4-2012 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2012-Q3 at 1,874 units per store when ASP was $0.86/unit • The lowest quarter was 2010-Q1 at 981 units per store when ASP was at its highest, $1.13/unit • ASP • Lowest ASP to date occurred during 2010-Q4, $0.82/unit • Highest ASP to date occurred during 2010-Q1, $1.13/unit

  9. Midsouth: Region Highlights - YTD Q4 • Overview based on the following markets: • Baltimore, MD; Louisville, KY; Memphis, TN; Raleigh, NC; Richmond, VA; Roanoke, VA • Midsouth Overview • Avocado retail dollar average trends through Q4 outpaced Fruit and Produce retail dollar trends • Category dollars grew +13% in 2011 and +19% in 2012 for a net growth of +34% over 2010 • Category units grew +6% in 2011 and +41% in 2012 for a net growth +50% over 2010 • Category average selling price (ASP) increased +6% in 2011, but declined -16% in 2012 to $0.86/unit • Midsouth Per Store Averages • 2012 Average dollars of $4,582 per store were +7% higher than 2011 and +16% higher than 2010 • 2012 Average units of 5,324 per store were +29% higher than 2011 and +35% higher than 2010 • Midsouth versus Total U.S. trends • MS’ category unit growth of +41% was +2 points higher than the national average • MS’ category dollar trend of +19% was +8 points higher than the national average • MS’ 2012 category ASP of $0.86/unit was -7% lower than the national average of $0.92/unit

  10. Appendix • Retail scan data is collected and entered into CAST approximately every 4 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 regions

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