MIDSOUTH Region

MIDSOUTH Region

Regional Composite

REGIONALDATA REPORT

JAN - SEPT2013 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 and Q3 (January – September) 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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Midsouth Region: Highlights - YTD through Q3

• Overview based on the following geography:– The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville,

Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in those Markets

• Midsouth Overview– Through Q3 2013, Avocado retail dollars trended ahead of Fruit by +12 points and

Produce by +13 points– Category dollars were up +13% in 2012 and +21% in 2013 for a net growth of +37%

over 2011– Category units grew +37% in 2012 and +22% in 2013 for a net growth +67% over

2011– Category average selling price (ASP) decreased -18% in 2012 and -1% in 2013 to

$1.17/unit

• Midsouth Per Store Averages– 2013 Average dollars of $9,875 per store were +14% higher than 2012 and +23%

higher than 2011– 2013 Average units of 8,458 per store were +15% higher than 2012 and +51%

higher than 2011

• Midsouth versus Total U.S. trends– MS category unit growth of +22% was +6 points higher than the national average– MS category dollar trend of +21% was +7 points higher than the national average– MS 2013 category ASP of $1.17/unit was +15% higher than the national average of

$1.01/unit

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Midsouth: YTD through Q3Retail Dollar Trend Comparisons

• Avocado retail dollars through Q3 2013 trended ahead of Fruit and Produce – 2012 versus 2011, Avocados dollar growth of +13% outpaced Fruit by

+8 points and Produce by +11 points– 2013 versus 2012, Avocado dollar growth of +21% outpaced Fruit by

+12 points and Produce by +13 points– 2013 versus 2011, Avocados dollar growth of +37% outpaced Fruit by

+22 points and Produce by +26 points

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Midsouth: YTD through Q3 Avocado Retail Overview

• Category dollars were up +13% in 2012 and +21% in 2013 for a net growth of +37% over 2011

• Category units grew +37% in 2012 and +22% in 2013 for net growth of +67% over 2011

• Category average selling price (ASP) decreased -18% in 2012 and -1% in 2013 to $1.17/unit

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Midsouth vs. Total U.S. YTD through Q3 PLU Comparisons

• MS category unit growth of +22% was +6 points higher than the national average

– MS growth was primarily driven by PLU 4225 which grew +15 million units

• MS category dollar trend of +21% was +7 points higher than the national average

– MS growth was primarily driven by PLU 4225 which grew +$17 million

• MS 2013 category ASP of $1.17/unit was +15% higher than the national average of $1.01/unit

RETAIL UNITS

PLU Description 2012 2013 Variance 2012 2013 Variance

4046 Small Hass #60 sizes & smaller 23,832,964 18,265,786 -23.4% 392,473,289 403,058,039 +2.7%

4225 Large Hass #40 & #48 sizes 26,791,051 41,469,319 +54.8% 384,742,694 460,064,178 +19.6%

4770 X-Large Hass #36 sizes & larger 4,037,128 6,244,238 +54.7% 21,044,455 43,246,317 +105.5%

Other Greenskins, Pinkertons, non-Hass PLUs 1,250,532 1,372,376 +9.7% 20,850,556 22,135,926 +6.2%

Organic All Organic PLUs 777,200 819,809 +5.5% 10,493,775 12,692,467 +21.0%

Bags All bagged PLUs 13,137,733 16,792,168 +27.8% 108,160,738 146,979,935 +35.9%

69,826,608 84,963,696 +21.7% 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 24,696,338$ 18,385,456$ -25.6% 313,509,184$ 303,722,520$ -3.1%

4225 Large Hass #40 & #48 sizes 35,128,956$ 51,923,117$ +47.8% 476,553,666$ 553,658,894$ +16.2%

4770 X-Large Hass #36 sizes & larger 7,627,348$ 10,763,811$ +41.1% 33,549,938$ 61,425,043$ +83.1%

Other Greenskins, Pinkertons, non-Hass PLUs 2,223,670$ 2,532,601$ +13.9% 34,436,282$ 36,589,227$ +6.3%

Organic All Organic PLUs 1,492,595$ 1,592,284$ +6.7% 17,012,054$ 20,518,793$ +20.6%

Bags All bagged PLUs 10,889,669$ 14,007,469$ +28.6% 96,100,844$ 126,844,119$ +32.0%

82,058,575$ 99,204,738$ +20.9% 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 $1.04 $1.01 -2.9% $0.80 $0.75 -5.7%

4225 Large Hass #40 & #48 sizes $1.31 $1.25 -4.5% $1.24 $1.20 -2.8%

4770 X-Large Hass #36 sizes & larger $1.89 $1.72 -8.8% $1.59 $1.42 -10.9%

Other Greenskins, Pinkertons, non-Hass PLUs $1.78 $1.85 +3.8% $1.65 $1.65 +0.1%

Organic All Organic PLUs $1.92 $1.94 +1.1% $1.62 $1.62 -0.3%

Bags All bagged PLUs $0.83 $0.83 +0.6% $0.89 $0.86 -2.9%

$1.18 $1.17 -0.6% $1.04 $1.01 -2.1%

JANU

ARY

- SEP

TEM

BER:

201

2 vs

201

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Midsouth Total U.S.

TOTAL CATEGORY UNITS

Midsouth Total U.S.

TOTAL CATEGORY DOLLARS

Midsouth Total U.S.

CATEGORY ASP ($/Unit)

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Midsouth: YTD through Q3 Category Per Store Averages

• In 2013, per store dollar and unit averages exhibited growth over the prior year

– 2013 Average dollars of $9,875 per store were +14% higher than 2012 and +23% higher than 2011

– 2013 Average units of 8,458 per store were +15% higher than 2012 and +51% higher than 2011

$8,010$8,646

$9,875

+7.9% +14.2%

Avg Retail Dollars Per Store

2011 2012 2013

5,620

7,357 8,458

+30.9% +15.0%

Avg Retail Units Per Store

2011 2012 2013

* Per store averages are based on stores selling

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Midsouth: 2011 through Q3-2013 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

* Per store averages are based on stores selling

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Midsouth Region: Highlights - YTD through Q3

• Overview based on the following geography:– The Midsouth Region captures the Markets of Baltimore, Charlotte, Louisville,

Nashville, Raleigh, Richmond and Roanoke, plus additional cities not included in those Markets

• Midsouth Overview– Through Q3 2013, Avocado retail dollars trended ahead of Fruit by +12 points and

Produce by +13 points– Category dollars were up +13% in 2012 and +21% in 2013 for a net growth of +37%

over 2011– Category units grew +37% in 2012 and +22% in 2013 for a net growth +67% over

2011– Category average selling price (ASP) decreased -18% in 2012 and -1% in 2013 to

$1.17/unit

• Midsouth Per Store Averages– 2013 Average dollars of $9,875 per store were +14% higher than 2012 and +23%

higher than 2011– 2013 Average units of 8,458 per store were +15% higher than 2012 and +51%

higher than 2011

• Midsouth versus Total U.S. trends– MS category unit growth of +22% was +6 points higher than the national average– MS category dollar trend of +21% was +7 points higher than the national average– MS 2013 category ASP of $1.17/unit was +15% higher than the national average of

$1.01/unit