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SOUTH CENTRAL Region

SOUTH CENTRAL Region. Regional Composite. REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013. Methodology. IRI gathers chain-wide sales across all RMAs (Retail Market Areas)

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SOUTH CENTRAL Region

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  1. SOUTH CENTRAL Region Regional Composite REGIONAL DATA REPORT JAN – MAR 2014 vs. 2013

  2. Methodology • 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 • 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, Produce = Total Produce including Avocados • Timeframe: YTD Q1 (January – March) 2014 • 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

  3. South Central: Region Highlights - YTD Q1 • Overview based on the following geography: • The South Central Region captures the Markets of Dallas, Houston and New Orleans, plus additional cities not included in Markets • South Central Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +6% in 2013 and +9% in 2014 for a net growth of +16% over 2012 • Category units grew +8% in 2013 and +3% in 2014 for a net growth of +11% over 2012 • Category average selling price (ASP) declined -2% in 2013 and increased +7% in 2014 to $0.85/unit • South Central Per Store Averages • 2014 Average dollars of $4,898 per store were +6% higher than 2013 and +12% higher than 2012 • 2014 Average units of 5,774 per store were flat over 2013 and +7% higher than 2012 • South Central versus Total U.S. trends • SC category unit growth of +3% was -6 points lower than the national average • SC category dollar trend of +9% was -10 points lower than the national average • SC 2014 category ASP of $0.85/unit was -19% lower than the national average of $1.05/unit

  4. South Central: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Produce • Avocado retail dollar trends through Q1 2014 outpaced Produce retail dollar trends • 2013 versus 2012, Avocados lagged Produce by -2 points • 2014 versus 2013, Avocados outpaced Produce by +6 points • 2014 versus 2012, Avocado dollars grew +16%, which outpaced Produce by +4 points

  5. South Central: YTD Q1 Avocado Retail Overview Category dollars grew +6% in 2013 and +9% in 2014 for a net growth of +16% over 2012 Category units grew +8% in 2013 and +3% in 2014 for a net growth of +11% over 2012 Category average selling price (ASP) declined -2% in 2013 and increased +7% in 2014 to $0.85/unit

  6. South Central vs. Total U.S.YTD Q1 PLU Comparisons • SC category unit growth of +3% was -6 points lower than the national average • SC growth trend was primarily driven by PLU 4046, which grew +18% or +5 million units • SC category dollar trend of +9% was -10 points lower than the national average • SC growth trend was driven by PLU 4046 and 4225, which collectively grew +$9 million • SC 2014 category ASP of $0.85/unit was -19% lower than the national average of $1.05/unit

  7. South Central: YTD Q1 Category Per Store Averages • In 2014, per store dollar average exhibited growth over the prior year, while units exhibited flat growth • 2014 Average dollars of $4,898 per store were +6% higher than 2013 and +12% higher than 2012 • 2014 Average units of 5,774 per store were flat over 2013 and +7% higher than 2012

  8. South Central: 2012 through Q1-2014 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q3 at 5,893 units per store when ASP was $0.88/unit • The lowest quarter was 2013-Q4 at 4,513 units per store when ASP was $0.93/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $0.80/unit • Highest ASP to date occurred during 2012-Q3, $0.95/unit

  9. South Central: Region Highlights - YTD Q1 • Overview based on the following geography: • The South Central Region captures the Markets of Dallas, Houston and New Orleans, plus additional cities not included in Markets • South Central Overview • Avocado retail dollar average trends through Q1 outpaced Produce retail dollar trends • Category dollars grew +6% in 2013 and +9% in 2014 for a net growth of +16% over 2012 • Category units grew +8% in 2013 and +3% in 2014 for a net growth of +11% over 2012 • Category average selling price (ASP) declined -2% in 2013 and increased +7% in 2014 to $0.85/unit • South Central Per Store Averages • 2014 Average dollars of $4,898 per store were +6% higher than 2013 and +12% higher than 2012 • 2014 Average units of 5,774 per store were flat over 2013 and +7% higher than 2012 • South Central versus Total U.S. trends • SC category unit growth of +3% was -6 points lower than the national average • SC category dollar trend of +9% was -10 points lower than the national average • SC 2014 category ASP of $0.85/unit was -19% lower than the national average of $1.05/unit

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