2011 VOLUME RANK1

2012 YEAR-TO-DATE THRU:

MARKET 2 Q1

REGION

Add '000s toUnits and Dollars 2012 INDEX

San Francisco Q1 Q2 Q3 Q4 2012 2011 Variance % (to 2011 YTD)

UNIT

SALES1 20,834 20,834 18,731 +11.2% 111%

DOLLAR

SALES1 $17,339 $17,339 $17,062 +1.6% 102%

AVG SELLING $/UNIT $0.83 $0.83 $0.91 -8.6%

San Francisco Q1 Q2 Q3 Q4 San Francisco Q1 Q2 Q3 Q4

2011 6,298 2011 $5,737

2012 7,031 2012 $5,852

% Variance +11.6% % Variance +2.0%

PLU UNITS UNITS VARIANCE UNITS 2011 2012YTD 2011 2012 % YTD % of TTL % of TTL

4046 3 522 4 523 +28 4% 4046 18 8% 21 7%

2012 AvoScore Card- CONFIDENTIAL -

San Francisco

SymphonyIRI Group retail sales data represents DMA markets.

DMA (Designated Market Area)DMA® is a registered service mark of Nielsen Media Research, Inc., used pursuant to a license form

Nielsen Media Research, Inc., all rights reserved.

DMA includes a group of counties in the United States that are covered by a specific group of television stations. The term was coined by Nielsen Media Research, and they control the trademark

on it. There are 205 DMAs in the United States.

California

2012 YEAR - TO - DATE

PER STORE UNIT SALES1 PER STORE DOLLAR SALES1

PLU List

- 4046 Small Hass 4046 3,522 4,523 +28.4% 4046 18.8% 21.7%

4225 11,021 12,556 +13.9% 4225 58.8% 60.3%

4770 4 1 -85.2% 4770 0.0% 0.0%

Other 2 1 -25.3% Other 0.0% 0.0%

Organic 172 415 +141.3% Organic 0.9% 2.0%

Bags 4,011 3,338 -16.8% Bags 21.4% 16.0%

Retail Dollar Trends(2011 vs 2012)

Q1 Q2 Q3 Q4 YTD AD ACTIVITY2 YTD

Fruit -1.9% - -1.9% 2012 75Produce -5.1% - -5.1% 2011 49

Comments / Analysis:

1 Los Angeles 11 Portland

2 San Francisco 12 Boston

3 Houston 13 San Diego

4 Dallas 14 Philadelphia

Sources: 5 New York 15 Atlanta

1 Retail Data from SymphonyIRI Group/FreshLook Marketing v15 6 Phoenix 16 Las Vegas

2 Advertising activity obtained from Market Track 7 Sacramento 17 Detroit

8 Denver 18 New England

9 Seattle 19 Miami

For more information: 10 Chicago 20 Tampa

Important Note: Due to the fact that SymphonyIRI Group/FreshLook recently restated all retail data, these AvoScore cards cannot be compared or used in conjunction with prior AvoScore cards.

TOP REPORTING DMA MARKETS(based on 2011 Total Volume)1

- YTD through '12-Q1, the San Francisco market's retail volume (+11.2%) and dollar (+1.6%) trends underperformed the California region's volume trend by -9 points, but outperformed by +2 points in dollars- YTD through '12-Q1, AVOCADO retail dollar trend of +1.6% outperformed the FRUIT and PRODUCE trends by +3 points- YTD through '12-Q1, AVOCADO advertisements increased +53% to 75 ads from 49 ads in the prior year

(#60s & smaller)

- 4225 Large Hass (#40 & #48)

- 4770 X-Large Hass (#36 & larger)

- Other includes Unknown, Pinkertons, Greenskins, etc.

- Organic includes all sizes

- Bags includes all bagged UPCs

For more information: 10 Chicago 20 Tampa

Contact Hass Avocado Board (949) 341-3250 © 2012 Hass Avocado Board