GREAT LAKES Region

GREAT LAKES Region

Regional Composite

REGIONALDATA REPORT

JAN - DEC2013 vs. 2012

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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, Q2, Q3 and Q4 (January – December) 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

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Great Lakes Region: Highlights - YTD through Q4

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in those Markets

• Great Lakes Overview– Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +12 points and

Produce by +11 points – Category dollars were up +15% in 2012 and +17% in 2013 for a net growth of +34%

over 2011– Category units grew +37% in 2012 and +19% in 2013 for net growth of +62% over

2011– Category average selling price (ASP) decreased -16% in 2012 and -2% in 2013 to

$1.16/unit

• Great Lakes Per Store Averages– 2013 Average dollars of $11,290 per store were +14% higher than 2012 and +28%

higher than 2011– 2013 Average units of 9,732 per store were +16% higher than 2012 and +55%

higher than 2011

• Great Lakes versus Total U.S. trends– GL category unit growth of +19% was +3 points higher than the national average– GL category dollar trend of +17% was +3 points higher than the national average– GL 2013 category ASP of $1.16/unit was +14% higher than the national average of

$1.01/unit

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Great Lakes: YTD through Q4Retail Dollar Trend Comparisons

• Avocado retail dollars through Q4 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +15% outpaced Fruit by

+7 points and Produce by +11 points– 2013 versus 2012, Avocado dollar growth of +17% outpaced Fruit by

+12 points and Produce by +11 points – 2013 versus 2011, Avocados dollar growth of +34% outpaced Fruit by

+22 points and Produce by +24 points

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Great Lakes: YTD through Q4 Avocado Retail Overview

• Category dollars were up +15% in 2012 and +17% in 2013 for a net growth of +34% over 2011

• Category units grew +37% in 2012 and +19% in 2013 for net growth of +62% over 2011

• Category average selling price (ASP) decreased -16% in 2012 and -2% in 2013 to $1.16/unit

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RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 14,454,428 17,059,808 +18.0% 392,473,289 403,058,039 +2.7%

4225 Large Hass #40 & #48 sizes 61,856,171 65,676,409 +6.2% 384,742,694 460,064,178 +19.6%

4770 X-Large Hass #36 sizes & larger 5,305,984 13,070,696 +146.3% 21,044,455 43,246,317 +105.5%

Other Greenskins, Pinkertons, non-Hass PLUs 1,228,026 1,164,606 -5.2% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 1,202,214 1,691,654 +40.7% 10,493,775 12,692,467 +21.0%

Bags All bagged PLUs 16,595,022 20,937,500 +26.2% 108,160,738 146,979,935 +35.9%

100,641,845 119,600,673 +18.8% 937,765,507 1,088,176,862 +16.0%

RETAIL DOLLARS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 14,238,542$ 17,117,927$ +20.2% 313,509,184$ 303,722,520$ -3.1%

4225 Large Hass #40 & #48 sizes 78,254,838$ 79,928,274$ +2.1% 476,553,666$ 553,658,894$ +16.2%

4770 X-Large Hass #36 sizes & larger 7,414,437$ 18,308,212$ +146.9% 33,549,938$ 61,425,043$ +83.1%

Other Greenskins, Pinkertons, non-Hass PLUs 2,203,452$ 2,083,406$ -5.4% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 1,846,167$ 2,815,859$ +52.5% 17,012,054$ 20,518,793$ +20.6%

Bags All bagged PLUs 14,622,713$ 18,502,821$ +26.5% 96,100,844$ 126,844,119$ +32.0%

118,580,149$ 138,756,499$ +17.0% 971,161,969$ 1,102,758,596$ +13.6%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller $0.99 $1.00 +1.9% $0.80 $0.75 -5.7%

4225 Large Hass #40 & #48 sizes $1.27 $1.22 -3.8% $1.24 $1.20 -2.8%

4770 X-Large Hass #36 sizes & larger $1.40 $1.40 +0.2% $1.59 $1.42 -10.9%

Other Greenskins, Pinkertons, non-Hass PLUs $1.79 $1.79 -0.3% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.54 $1.66 +8.4% $1.62 $1.62 -0.3%

Bags All bagged PLUs $0.88 $0.88 +0.3% $0.89 $0.86 -2.9%

$1.18 $1.16 -1.5% $1.04 $1.01 -2.1%

JAN

UA

RY -

DEC

EMBE

R: 2

012

vs 2

013

Great Lakes Total U.S.

TOTAL CATEGORY UNITS

Great Lakes Total U.S.

TOTAL CATEGORY DOLLARS

Great Lakes Total U.S.

CATEGORY ASP ($/Unit)

Great Lakes vs. Total U.S. YTD through Q4 PLU Comparisons

• GL category unit growth of +19% was +3 points higher than the national average– GL growth was

primarily driven by PLU 4770 which grew +8 million units

• GL category dollar trend of +17% was +3 points higher than the national average– GL growth was

primarily driven by PLU 4770 which grew +$11million

• GL 2013 category ASP of $1.16/unit was +14% higher than the national average of $1.01/unit

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$8,815$9,905

$11,290

+12.4% +14.0%

Avg Retail Dollars Per Store

2011 2012 2013

6,296

8,407

9,732

+33.5% +15.8%

Avg Retail Units Per Store

2011 2012 2013

Great Lakes: YTD through Q4 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior year– 2013 Average dollars of $11,290 per store were +14% higher than

2012 and +28% higher than 2011– 2013 Average units of 9,732 per store were +16% higher than 2012

and +55% higher than 2011

* Per store averages are based on stores selling

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Great Lakes: 2011 through Q4-2013 Per Store Averages By Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2013-Q2 at 2,905 units per store when ASP was $1.08/unit– The lowest quarter was 2011-Q3 at 1,346 units per store when ASP was at its

highest point, $1.72/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.04/unit– Highest ASP to date occurred during 2011-Q3, $1.72/unit

* Per store averages are based on stores selling

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Great Lakes Region: Highlights - YTD through Q4

• Overview based on the following geography:– The Great Lakes Region captures the Markets of Chicago, Cincinnati, Cleveland,

Columbus, Detroit, Grand Rapids and Indianapolis, plus additional cities not included in those Markets

• Great Lakes Overview– Through Q4 2013, Avocado retail dollars trended ahead of Fruit by +12 points and

Produce by +11 points – Category dollars were up +15% in 2012 and +17% in 2013 for a net growth of +34%

over 2011– Category units grew +37% in 2012 and +19% in 2013 for net growth of +62% over

2011– Category average selling price (ASP) decreased -16% in 2012 and -2% in 2013 to

$1.16/unit

• Great Lakes Per Store Averages– 2013 Average dollars of $11,290 per store were +14% higher than 2012 and +28%

higher than 2011– 2013 Average units of 9,732 per store were +16% higher than 2012 and +55%

higher than 2011

• Great Lakes versus Total U.S. trends– GL category unit growth of +19% was +3 points higher than the national average– GL category dollar trend of +17% was +3 points higher than the national average– GL 2013 category ASP of $1.16/unit was +14% higher than the national average of

$1.01/unit