Avocado Regional Composite Plains Region 2012 YTD Q2 (January – June)

1. Avocado Regional Composite Plains Region2012 YTD Q2 (January – June) Prepared by: Fusion Marketing

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 Quarters unless otherwise noted • Total U.S. totals and averages utilized in comparisons includes all U.S. regions • 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. Plains Region HighlightsYTD Q2 • Overview based on the following markets: • St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO; Wichita, KS • Plains Overview • Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +11 points and 2010 Produce by +14 points • Category dollars grew for 2 consecutive years, for net growth of +18% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +9% • Category average selling price (ASP) in 2012 was +8% higher than the 2010 ASP • Plains Per Store Averages • 2012 Average dollars of $2,918 per store were +14% higher than 2011 and +18% higher than 2010 • 2012 Average units of 2,591 per store were +29% higher than 2011 and +9% higher than 2010’s average of 2,369 units per store • Plains versus Total U.S. trends • Plains’ 2012 category dollar trend of +14% was +5 points higher than the national average • Plains’ 2012 category unit growth of +28% was -8 points lower than the national average • Plains’ 2012 category ASP of $1.13/unit was +23% higher than the national average of $0.91/ unit

4. PlainsYTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +11 points and 2010 Produce by +14 points • 2011 versus 2010, Avocados underperformed Fruit and Produce by less than -1 point • 2012 versus 2011, Avocados outpaced Fruit by +11 points and Produce by +15 points • 2012 versus 2010, Avocados dollars grew +18% which outpaced Fruit by +11 points and Produce by +14 points

5. PlainsYTD Q2 Avocado Retail Overview • Category dollars grew for 2 consecutive years, +4% in 2011 and +14% in 2012 for a net growth of +18% over 2010 • Category units declined -15% in 2011, but grew +28% in 2012 for a net growth +9% over 2010 • Category average selling price (ASP) increased +22% in 2011, but declined -11% in 2012 to $1.13/unit • 2012 ASP was +8% higher than the 2010 ASP

6. Plains vs. Total U.S.YTD Q2 PLU Comparisons • Plains’ category unit growth of +28% was -8 points lower than the national average • Plains’ growth was primarily driven by PLU 4046 which grew +5.8 million units • Plains’ category dollar trend of +14% was +5 points higher than the national average • Plains’ growth was primarily driven by PLU 4046 which grew +$4.8 million • Plains’ 2012 category ASP of $1.13/unit was +23% higher than the national average of $0.91/ unit

7. PlainsYTD Q2 Category Per Store Averages • In 2012, per store dollar and unit averages exhibited growth from 2011 • 2012 Average dollars of $2,918 per store were +14% higher than 2011 and +18% higher than 2010 • 2012 Average units of 2,591 per store were +29% higher than 2011 and +9% higher than 2010’s average of 2,369 units per store

8. Plains2010 through Q2-2012Per Store Averages by Quarter: Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2010-Q2 at 1,269 units per store when ASP was $1.09/unit • The lowest quarter was 2011-Q4 at 786 units per store when ASP was $1.17/unit • ASP • Lowest ASP to date occurred during 2010-Q1, $0.99/unit • Highest ASP to date occurred during 2011-Q3, $1.61/unit

9. Plains Region HighlightsYTD Q2 • Overview based on the following markets: • St. Louis, MO; Omaha, NE; Des Moines, IA; Minneapolis/St. Paul, MN; Kansas City, KS/MO; Wichita, KS • Plains Overview • Avocado retail dollar average trends through Q2 only outpaced Fruit and Produce retail dollar trends in 2012 vs 2011 and its 2012 trend exceeded 2010 Fruit by +11 points and 2010 Produce by +14 points • Category dollars grew for 2 consecutive years, for net growth of +18% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +9% • Category average selling price (ASP) in 2012 was +8% higher than the 2010 ASP • Plains Per Store Averages • 2012 Average dollars of $2,918 per store were +14% higher than 2011 and +18% higher than 2010 • 2012 Average units of 2,591 per store were +29% higher than 2011 and +9% higher than 2010’s average of 2,369 units per store • Plains versus Total U.S. trends • Plains’ 2012 category dollar trend of +14% was +5 points higher than the national average • Plains’ 2012 category unit growth of +28% was -8 points lower than the national average • Plains’ 2012 category ASP of $1.13/unit was +23% higher than the national average of $0.91/ unit

10. 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 Quarters unless otherwise noted