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MIDSOUTH Region

Detailed comparison of sales data and trends for avocados in the Midsouth region during the first half of 2013 vs. 2012, showcasing growth in retail dollars, units, and average selling price.

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MIDSOUTH Region

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  1. MIDSOUTH Region Regional Composite REGIONAL DATA REPORT JAN - JUN 2013 vs. 2012

  2. 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 and Q2 (January – June) 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

  3. Midsouth Region: Highlights - YTD through Q2 • Overview based on the following geography: • The Midsouth Region captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in thoseMarkets • Midsouth Overview • Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +9 points and Produce by +11 points • Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36% over 2011 • Category units grew +34% in 2012 and +24% in 2013 for a net growth +65% over 2011 • Category average selling price (ASP) decreased -14% in 2012and -4% in 2013 to $1.11/unit • Midsouth Per Store Averages • 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22% higher than 2011 • 2013 Average units of 5,720 per store were +15% higher than 2012 and +48% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +24% was +3 points higher than the national average • MS category dollar trend of +19% was +5 points higher than the national average • MS 2013 category ASP of $1.11/unit was +14% higher than the national average of $0.97/unit

  4. Midsouth: YTD through Q2Retail Dollar Trend Comparisons • Avocado retail dollars through Q2 2013 trended ahead of Fruit and Produce • 2012 versus 2011, Avocados dollar growth of +15% outpaced Fruit by +11 points and Produce by +14 points • 2013 versus 2012, Avocado dollar growth of +19% outpaced Fruit by +9 points and Produce by +11 points • 2013 versus 2011, Avocados dollar growth of +36% outpaced Fruit by +22 points and Produce by +27 points

  5. Midsouth: YTD through Q2 Avocado Retail Overview Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36% over 2011 Category units grew +34% in 2012 and +24% in 2013 for net growth of +65% over 2011 Category average selling price (ASP) decreased -14% in 2012and -4% in 2013 to $1.11/unit

  6. Midsouth vs. Total U.S. YTD through Q2 PLU Comparisons • MS category unit growth of +24% was +3 points higher than the national average • MS growth was primarily driven by PLU 4225 which grew +11 million units • MS category dollar trend of +19% was +5 points higher than the national average • MS growth was primarily driven by PLU 4225 which grew +$11 million • MS 2013 category ASP of $1.11/unit was +14% higher than the national average of $0.97/unit

  7. Midsouth: YTD through Q2 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited growth over the prior year • 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22% higher than 2011 • 2013 Average units of 5,720 per store were +15% higher than 2012 and +48% higher than 2011

  8. Midsouth: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 3,102 units per store when ASP was $1.13/unit • The lowest quarter was 2011-Q3 at 1,749 units per store when ASP was at its highest point, $1.60/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.08/unit • Highest ASP to date occurred during 2011-Q3, $1.60/unit

  9. Midsouth Region: Highlights - YTD through Q2 • Overview based on the following geography: • The Midsouth Region captures theMarkets of Baltimore, Charlotte, Louisville, Nashville, Raleigh, Richmond and Roanoke, plus additionalcitiesnotincluded in thoseMarkets • Midsouth Overview • Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +9 points and Produce by +11 points • Category dollars were up +15% in 2012 and +19% in 2013 for a net growth of +36% over 2011 • Category units grew +34% in 2012 and +24% in 2013 for a net growth +65% over 2011 • Category average selling price (ASP) decreased -14% in 2012and -4% in 2013 to $1.11/unit • Midsouth Per Store Averages • 2013 Average dollars of $6,334 per store were +10% higher than 2012 and +22% higher than 2011 • 2013 Average units of 5,720 per store were +15% higher than 2012 and +48% higher than 2011 • Midsouth versus Total U.S. trends • MS category unit growth of +24% was +3 points higher than the national average • MS category dollar trend of +19% was +5 points higher than the national average • MS 2013 category ASP of $1.11/unit was +14% higher than the national average of $0.97/unit

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