NORTHEAST Region

1. NORTHEAST 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. Northeast Region: Highlights - YTD through Q2 • Overview based on the following geography: • The Northeast Region captures the Markets of Albany, Boston, Buffalo, Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia and Pittsburgh, plus additional cities not included in those Markets • Northeast Overview • Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +15 points and Produce by +17 points • Category dollars were up +15% in 2012 and +25% in 2013 for a net growth of +44% over 2011 • Category units grew +37% in 2012 and +35% in 2013 for a net growth +84% over 2011 • Category average selling price (ASP) decreased -16% in 2012and -7% in 2013 to $1.23/unit • Northeast Per Store Averages • 2013 Average dollars of $8,009 per store were +22% higher than 2012 and +33% higher than 2011 • 2013 Average units of 6,487 per store were +32% higher than 2012 and +70% higher than 2011 • Northeast versus Total U.S. trends • NE category unit growth of +35% was +14 points higher than the national average • NE category dollar trend of +25% was +11 points higher than the national average • NE 2013 category ASP of $1.23/unit was +27% higher than the national average of $0.97/unit

4. Northeast: 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 +13 points • 2013 versus 2012, Avocado dollar growth of +25% outpaced Fruit by +15 points and Produce by +17 points • 2013 versus 2011, Avocados dollar growth of +44% outpaced Fruit by +29 points and Produce by +34 points

5. Northeast: YTD through Q2 Avocado Retail Overview Category dollars were up +15% in 2012 and +25% in 2013 for a net growth of +44% over 2011 Category units grew +37% in 2012 and +35% in 2013 for net growth of +84% over 2011 Category average selling price (ASP) decreased -16% in 2012and -7% in 2013 to $1.23/unit

6. Northeast vs. Total U.S. YTD through Q2 PLU Comparisons • NE category unit growth of +35% was +14 points higher than the national average • NE growth was primarily driven by PLU 4225 which grew +15 million units • NE category dollar trend of +25% was +11 points higher than the national average • NE growth was primarily driven by PLU 4225 which grew +$14 million • NE 2013 category ASP of $1.23/unit was +27% higher than the national average of $0.97/unit

7. Northeast: 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 $8,009 per store were +22% higher than 2012 and +33% higher than 2011 • 2013 Average units of 6,487 per store were +32% higher than 2012 and +70% higher than 2011

8. Northeast: 2011 through Q2-2013 Per Store Averages By Quarter - Units vs. ASP • Average Retail Units Per Store • The peak quarter was 2013-Q2 at 3,497 units per store when ASP was $1.27/unit • The lowest quarter was 2011-Q4 at 1,688 units per store when ASP was $1.39/unit • ASP • Lowest ASP to date occurred during 2013-Q1, $1.19/unit • Highest ASP to date occurred during 2011-Q3, $1.83/unit

9. Northeast Region: Highlights - YTD through Q2 • Overview based on the following geography: • The Northeast Region captures the Markets of Albany, Boston, Buffalo, Harrisburg/Scranton, Hartford/Springfield, New England, New York, Philadelphia and Pittsburgh, plus additional cities not included in those Markets • Northeast Overview • Through Q2 2013, Avocado retail dollars trended ahead of Fruit by +15 points and Produce by +17 points • Category dollars were up +15% in 2012 and +25% in 2013 for a net growth of +44% over 2011 • Category units grew +37% in 2012 and +35% in 2013 for a net growth +84% over 2011 • Category average selling price (ASP) decreased -16% in 2012and -7% in 2013 to $1.23/unit • Northeast Per Store Averages • 2013 Average dollars of $8,009 per store were +22% higher than 2012 and +33% higher than 2011 • 2013 Average units of 6,487 per store were +32% higher than 2012 and +70% higher than 2011 • Northeast versus Total U.S. trends • NE category unit growth of +35% was +14 points higher than the national average • NE category dollar trend of +25% was +11 points higher than the national average • NE 2013 category ASP of $1.23/unit was +27% higher than the national average of $0.97/unit