CALIFORNIA Region

1. CALIFORNIA Region Regional Composite REGIONAL DATA REPORT JAN - MAR 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 (January – March) 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. California Region: Highlights - YTD Q1 • Overview based on the following geography: • The California Region captures theMarkets of Los Angeles, Sacramento, San Diego and San Francisco, plus additionalcitiesnotincluded in Markets • California Overview • In Q1 2013, Avocado retail dollars trended along with Fruit and Produce • Category dollars were flat in 2012 and +9% in 2013 for a net growth of +9% over 2011 • Category units grew +26% in 2012 and +7% in 2013 for a net growth +35% over 2011 • Category average selling price (ASP) decreased -21% in 2012, but increased +1% in 2013 to $0.87/unit • California Per Store Averages • 2013 Average dollars of $10,369 per store were +2% higher than 2012, but -4% lower than 2011 • 2013 Average units of 11,929 per store were +1% higher than 2012 and +20% higher than 2011 • California versus Total U.S. trends • CA category unit growth of +7% was -11 points lower than the national average • CA category dollar trend of +9% was -5 points lower than the national average • CA 2013 category ASP of $0.87/unit was -8% lower than the national average of $0.95/unit

4. California: YTD Q1 Retail Dollar Trend ComparisonsAvocados vs. Fruit vs. Produce • Avocado retail dollars through Q1 2013 trended along with Fruit and Produce • 2012 versus 2011, Avocados outpaced Fruit by +4 points and Produce by +2 points • 2013 versus 2012, Avocado dollar growth of +9% was on par with Fruit and Produce • 2013 versus 2011, Avocados outpaced Fruit by +4 points and Produce by +3 points

5. California: YTD Q1 Avocado Retail Overview Category dollars were flat in 2012 and +9% in 2013 for a net growth of +9% over 2011 Category units grew +26% in 2012 and +7% in 2013 for net growth of +35% over 2011 Category average selling price (ASP) decreased -21% in 2012, but increased +1% in 2013 to $0.87/unit

6. California vs. Total U.S.YTD Q1 PLU Comparisons • Cs category unit growth of +7% was -11 points lower than the national average • CA growth was primarily driven by PLUs 4225 and 4770, which collectively grew +9 million units • CA category dollar trend of +9% was -5 points lower than the national average • CA growth was primarily driven by PLUs 4225 and 4770, which grew +$8 million • CA 2013 category ASP of $0.87/unit was -8% lower than the national average of $0.95/unit

7. California: YTD Q1 Category Per Store Averages • In 2013, per store dollar and unit averages exhibited slight growth over the prior year • 2013 Average dollars of $10,369 per store were +2% higher than 2012, but -4% lower than 2011 • 2013 Average units of 11,929 per store were +1% higher than 2012 and +20% higher than 2011

8. California: 2011 through Q1-2013 Per Store AveragesBy Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2012-Q3 at 12,716 units per store when ASP was $0.92/unit • The lowest quarter was 2011-Q3 at 7,256 units per store when ASP was at its highest point, $1.48/unit • ASP • Lowest ASP to date occurred during 2012-Q1, $0.86/unit • Highest ASP to date occurred during 2011-Q3, $1.48/unit

9. California Region: Highlights - YTD Q1 • Overview based on the following geography: • The California Region captures theMarkets of Los Angeles, Sacramento, San Diego and San Francisco, plus additionalcitiesnotincluded in Markets • California Overview • In Q1 2013, Avocado retail dollars trended along with Fruit and Produce • Category dollars were flat in 2012 and +9% in 2013 for a net growth of +9% over 2011 • Category units grew +26% in 2012 and +7% in 2013 for a net growth +35% over 2011 • Category average selling price (ASP) decreased -21% in 2012, but increased +1% in 2013 to $0.87/unit • California Per Store Averages • 2013 Average dollars of $10,369 per store were +2% higher than 2012, but -4% lower than 2011 • 2013 Average units of 11,929 per store were +1% higher than 2012 and +20% higher than 2011 • California versus Total U.S. trends • CA category unit growth of +7% was -11 points lower than the national average • CA category dollar trend of +9% was -5 points lower than the national average • CA 2013 category ASP of $0.87/unit was -8% lower than the national average of $0.95/unit