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

1. Avocado Regional Composite California 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. California Region HighlightsYTD Q2 • Overview based on the following markets: • Los Angeles; Sacramento; San Diego; San Francisco • California Overview • Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years • Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +8% • Category average selling price (ASP) in 2012 was +3% higher than the 2010 ASP • California Per Store Averages • 2012 Average dollars of $10,521 per store were +5% higher than 2011 and +1% higher since 2010 • 2012 Average units of 13,071 per store were +36% higher than 2011, but were -2% lower than 2010’s average of 13,368 units per store • California versus Total U.S. trends • CA’s 2012 category dollar trend of +5% was -4 points lower than the national average • CA’s 2012 category unit growth of +35% was -1 point lower than the national average • CA’s 2012 category ASP of $0.80/unit was -12% lower than the national average of $0.91/ unit

4. CaliforniaYTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollar average trends through Q2 outpaced Fruit and Produce retail dollar trends for 2 consecutive years • 2011 versus 2010, Avocados outpaced Fruit by +6 points and Produce by +4 points • 2012 versus 2011, Avocados outpaced Fruit by +1 point and Produce by +7 points • 2012 versus 2010, Avocados dollars grew +12% which outpaced Fruit by +8 points and Produce by +11 points

5. CaliforniaYTD Q2 Avocado Retail Overview • Category dollars grew for 2 consecutive years, +7% in 2011 and +5% in 2012 for a net growth of +12% over 2010 • Category units declined -20% in 2011, but grew +35% in 2012 for a net growth +8% over 2010 • Category average selling price (ASP) increased +33% in 2011, but declined -23% in 2012 to $0.80/unit • 2012 ASP was +3% higher than the 2010 ASP

6. California vs. Total U.S.YTD Q2 PLU Comparisons • CA’s category unit growth of +35% was -1 point lower than the national average • CA’s growth was primarily driven by PLU 4046 which grew +35.8 million units • CA’s category dollar trend of +5% was -4 points lower than the national average • CA’s growth was primarily driven by PLU 4046 which grew +$13.9 million • CA’s 2012 category ASP of $0.80/unit was -12% lower than the national average of $0.91/ unit

7. CaliforniaYTD Q2 Category Per Store Averages • In 2012, per store dollar and unit averages exhibited growth from 2011 • 2012 Average dollars of $10,521 per store were +5% higher than 2011 and +1% higher than 2010 • 2012 Average units of 13,071 per store were +36% higher than 2011, but were -2% lower than 2010’s average of 13,368 units per store

8. California2010 through Q2-2012Per Store Averages by Quarter: Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2010-Q2 at 6,834 units per store when ASP was $0.82/unit • The lowest quarter was 2011-Q3 at 3,998 units per store when ASP was at its highest point of $1.28/unit • ASP • Lowest ASP to date occurred during 2010-Q1, $0.74/unit • Highest ASP to date occurred during 2011-Q3, $1.28/unit

9. California Region HighlightsYTD Q2 • Overview based on the following markets: • Los Angeles; Sacramento; San Diego; San Francisco • California Overview • Avocado retail dollar average trends outpaced Fruit and Produce retail dollar trends for 2 consecutive years • Category dollars grew for 2 consecutive years, for net growth of +12% from 2010 to 2012 • Category units net growth from 2010 to 2012 was +8% • Category average selling price (ASP) in 2012 was +3% higher than the 2010 ASP • California Per Store Averages • 2012 Average dollars of $10,521 per store were +5% higher than 2011 and +1% higher since 2010 • 2012 Average units of 13,071 per store were +36% higher than 2011, but were -2% lower than 2010’s average of 13,368 units per store • California versus Total U.S. trends • CA’s 2012 category dollar trend of +5% was -4 points lower than the national average • CA’s 2012 category unit growth of +35% was -1 point lower than the national average • CA’s 2012 category ASP of $0.80/unit was -12% lower 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