NORTHEAST Region

Regional Composite

REGIONALDATA REPORT

JAN – JUN2014 vs. 2013

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Methodology

• 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

• 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, Produce = Total Produce including Avocados

• Timeframe: YTD Q2 (January – June) 2014

• 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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Northeast: Region Highlights - YTD 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 Markets

• Northeast Overview– Avocado retail dollar average trends through Q2 outpaced Produce retail dollar trends– Category dollars grew +25% in 2013 and +23% in 2014 for a net growth of +54% over

2012– Category units grew +38% in 2013 and +11% in 2014 for a net growth +52% over

2012– Category average selling price (ASP) decreased -9% in 2013 and increased +11% in

2014 to $1.35/unit

• Northeast Per Store Averages– 2014 Average dollars of $8,546 per store were +25% higher than 2013 and +54%

higher than 2012– 2014 Average units of 6,336 per store were +13% higher than 2013 and +53% higher

than 2012

• Northeast versus Total U.S. trends– NE category unit growth of +11% was +8 points higher than the national average– NE category dollar trend of +23% was +5 points higher than the national average– NE 2014 category ASP of $1.35/unit was +22% higher than the national average of

$1.11/unit

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Northeast: YTD Q2 Retail Dollar Trend ComparisonsAvocados vs. Produce

• Avocado retail dollar trends through Q2 2014 outpaced Produce retail dollar trends– 2013 versus 2012, Avocados outpaced Produce by +17 points– 2014 versus 2013, Avocados outpaced Produce by +19 points– 2014 versus 2012, Avocado dollars grew +58% which outpaced

Produce by +42 points

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Northeast: YTD Q2 Avocado Retail Overview

• Category dollars grew +25% in 2013 and +23% in 2014 for a net growth of +54% over 2012

• Category units grew +38% in 2013 and +11% in 2014 for a net growth +52% over 2012

• Category average selling price (ASP) decreased -9% in 2013 and increased +11% in 2014 to $1.35/unit

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RETAIL UNITS

PLU Description 2013 2014 Variance 2013 2014 Variance

4046 Small Hass #60 sizes & smaller 3,405,807 3,927,298 +15.3% 264,694,895 303,132,864 +14.5%

4225 Large Hass #40 & #48 sizes 57,228,623 58,344,117 +1.9% 323,811,238 296,073,975 -8.6%

4770 X-Large Hass #36 sizes & larger 474,430 383,331 -19.2% 34,374,820 17,379,846 -49.4%

Other Greenskins, Pinkertons, non-Hass PLUs 5,680,685 5,887,289 +3.6% 12,084,056 12,182,463 +0.8%

Organic All Organic PLUs 1,107,028 1,092,281 -1.3% 8,438,646 11,987,570 +42.1%

Bags All bagged PLUs 18,511,728 26,113,760 +41.1% 97,225,194 123,820,515 +27.4%

86,408,302 95,748,075 +10.8% 740,628,849 764,577,232 +3.2%

RETAIL DOLLARS

PLU Description 2013 2014 Variance 2013 2014 Variance

4046 Small Hass #60 sizes & smaller 3,680,901$ 4,917,501$ +33.6% 189,531,524$ 259,310,608$ +36.8%

4225 Large Hass #40 & #48 sizes 72,539,864$ 85,565,394$ +18.0% 370,389,541$ 398,628,802$ +7.6%

4770 X-Large Hass #36 sizes & larger 724,787$ 596,333$ -17.7% 44,528,664$ 33,037,568$ -25.8%

Other Greenskins, Pinkertons, non-Hass PLUs 7,714,190$ 9,035,920$ +17.1% 20,407,504$ 22,099,893$ +8.3%

Organic All Organic PLUs 1,890,618$ 1,917,711$ +1.4% 13,237,876$ 19,904,947$ +50.4%

Bags All bagged PLUs 18,496,927$ 27,099,664$ +46.5% 82,446,073$ 115,149,905$ +39.7%

105,047,286$ 129,132,521$ +22.9% 720,541,181$ 848,131,724$ +17.7%

AVERAGE SELLING PRICE (ASP) / UNIT

PLU Description 2013 2014 Variance 2013 2014 Variance

4046 Small Hass #60 sizes & smaller $1.08 $1.25 +15.9% $0.72 $0.86 +19.5%

4225 Large Hass #40 & #48 sizes $1.27 $1.47 +15.7% $1.14 $1.35 +17.7%

4770 X-Large Hass #36 sizes & larger $1.53 $1.56 +1.8% $1.30 $1.90 +46.7%

Other Greenskins, Pinkertons, non-Hass PLUs $1.36 $1.53 +13.0% $1.69 $1.81 +7.4%

Organic All Organic PLUs $1.71 $1.76 +2.8% $1.57 $1.66 +5.8%

Bags All bagged PLUs $1.00 $1.04 +3.9% $0.85 $0.93 +9.7%

$1.22 $1.35 +10.9% $0.97 $1.11 +14.0%

JAN

UA

RY -

JUN

E: 2

013

vs 2

014

Northeast Total U.S.

TOTAL CATEGORY UNITS

Northeast Total U.S.

TOTAL CATEGORY DOLLARS

Northeast Total U.S.

CATEGORY ASP ($/Unit)

Northeast vs. Total U.S.YTD Q2 PLU Comparisons

• NE category unit growth of +11% was +8 points higher than the national average– NE growth was

driven by Bagged Avocados, which grew +8 million units

• NE category dollar trend of +23% was +5 points higher than the national average– NE growth was

driven by PLU 4225 and Bagged Avocados, which collectively grew +$22 million

• NE 2014 category ASP of $1.35/unit was +22% higher than the national average of $1.11/unit

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$5,540

$6,839

$8,546

+23.5% +25.0%

Avg Retail Dollars Per Store

2012 2013 2014

4,151

5,626 6,336

+35.5% +12.6%

Avg Retail Units Per Store

2012 2013 2014

Northeast: YTD Q2 Category Per Store Averages

• In 2014, per store dollar and unit averages exhibited growth over the prior years– 2014 Average dollars of $8,546 per store were +25% higher than 2013

and +54% higher than 2012– 2014 Average units of 6,336 per store were +13% higher than 2013

and +53% higher than 2012

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Northeast: 2012 through Q2-2014 Per Store AveragesBy Quarter - Units vs. ASP

• Average Retail Units Per Store– The peak quarter was 2014-Q2 at 3,174 units per store when ASP was $1.43/unit– The lowest quarter was 2012-Q1 at 2,003 units per store when ASP was

$1.26/unit

• ASP– Lowest ASP to date occurred during 2013-Q1, $1.16/unit– Highest ASP to date occurred during 2014-Q2, at $1.43/unit

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Northeast: Region Highlights - YTD 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 Markets

• Northeast Overview– Avocado retail dollar average trends through Q2 outpaced Produce retail dollar trends– Category dollars grew +25% in 2013 and +23% in 2014 for a net growth of +54% over

2012– Category units grew +38% in 2013 and +11% in 2014 for a net growth +52% over

2012– Category average selling price (ASP) decreased -9% in 2013 and increased +11% in

2014 to $1.35/unit

• Northeast Per Store Averages– 2014 Average dollars of $8,546 per store were +25% higher than 2013 and +54%

higher than 2012– 2014 Average units of 6,336 per store were +13% higher than 2013 and +53% higher

than 2012

• Northeast versus Total U.S. trends– NE category unit growth of +11% was +8 points higher than the national average– NE category dollar trend of +23% was +5 points higher than the national average– NE 2014 category ASP of $1.35/unit was +22% higher than the national average of

$1.11/unit