MANGO MARKET DEVELOPMENT INDEX REPORT 2014

UNDERSTANDING THE MARKET INDEX •

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The Mango Market Development Index is designed to measure and compare mango performance relative to population by region and market The index systems allows for easy comparisons The national/total U.S. index is 100 An index greater than 120 represents a significant aboveaverage mango performance – these are show in blue throughout the report An index less than 80 represents a significant belowaverage mango performance – these are shown in red throughout the report An index between 81 and 119 represents mango performance that is comparable to the U.S. average – these are shown in black throughout the report

MANGO INDEX BY U.S. REGION Mountain Pacific

West North Central

131

East North Central

73 66

112

56 106

Blue = Index > 120 Red = Index < 80

West South Central

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

New England

East South Central

144

99

Mid Atlantic

106

South Atlantic

REGIONAL MANGO INDEX SUMMARY The New England sub-region led all sub-regions for mangos, indexing 144 (up 4 index points compared to 2013) •

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In addition to New England, indexes increased for the Mountain, West South Central and Mid Atlantic regions Opportunities for growth include the West North Central (index of 73), East North Central (index of 66) and East South Central (index of 56) subregions, as each indexed below 80 Mango Sub-category Development Index by Sub-Region

Blue = Index > 120 Red = Index < 80

Market New England Pacific Mountain South Atlantic West South Central Mid Atlantic West North Central East North Central East South Central

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

2014 Index 144 131 112 106 106 99 73 66 56

REGIONAL MANGO INDEX CHANGE In 2014, four of the nine sub-regions showed an increase in the mango performance index compared to 2013 •

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The New England and Mountain sub-regions had the largest growth with a 4 point increase – although this increase was slower than their increase of 8 points each last year The South Atlantic and East South Central sub-regions declined the most with each showing a 2 point decrease Market New England Sub-region Pacific Sub-region Mountain Sub-region South Atlantic Sub-region West South Central Sub-region Mid Atlantic Sub-region West North Central Sub-region East North Central Sub-region East South Central Sub-region

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

2013 Index 2014 Index Pt Change 140 144 4 131 131 0 109 112 4 108 106 -2 105 106 1 97 99 2 73 73 0 67 66 -1 58 56 -2

NIELSEN TOTAL U.S. SCANTRACK MARKETS Seattle (99)

Salt Lake City - Boise (102)

Denver (122)

Portland (81)

St. Louis Omaha Des MoinesMinneapolis Indianapolis (58) (58) (101) Grand Rapids (71) Syracuse Milwaukee (88) (61) Pittsburgh (70) Cincinnati Detroit Chicago (53) (54) (103) Buffalo-Rochester (98) Columbus (66) Cleveland Albany (109) (68)

Boston (155) Hartford, New Haven (132) New York (113) Philadelphia(111) Baltimore (117) Washington D.C. (147) Richmond (92) Louisville (60) Raleigh-Durham(86) Charlotte (79) Greenville (52)

San Francisco (139)

Sacramento (119)

Nashville (73) Atlanta (103) Birmingham (54)

San Diego Las Vegas (137) (143) Phoenix Los Angeles (107) (165)

Blue = Index > 120 Red = Index < 80

West Texas (143)

Memphis (46)

Dallas (123)

Oklahoma City - Tulsa

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

Jacksonville (112) Little Rock Orlando (134) Tampa Houston (74) (114) (163) New Orleans – Mobile Kansas City (76) Miami(137) (58)

MANGO INDEX BY MARKET Index by ScanTrack Market – 49 Markets Market Total U.S. Los Angeles Houston Boston Washington DC West Texas Las Vegas San Francisco Miami San Diego Orlando Hartford-New Haven Dallas Denver

2014 Index 100 165 163 155 147 143 143 139 137 137 134 132 123 122

Market Total U.S. Sacramento Baltimore Tampa New York Jacksonville Philadelphia Albany Phoenix Chicago Atlanta Salt Lake City-Boise Minneapolis Seattle Buffalo-Rochester Richmond-Norfolk Syracuse Raleigh-Durham Portland OR

Blue = Index > 120 Red = Index < 80

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

2014 Index 100 119 117 114 113 112 111 109 107 103 103 102 101 99 98 92 88 86 81

Market Total U.S. Charlotte New Orleans-Mobile Nashville Grand Rapids Pittsburgh Cleveland Little Rock Columbus Milwaukee Louisville Kansas City Indianapolis St Louis Detroit Birmingham Cincinnati Greenville Memphis

2014 Index 100 79 76 73 71 70 68 66 66 61 60 58 58 58 54 54 53 52 46

MANGO INDEX BY MARKET Market Summary •

These markets indexed extremely high, as mango sales surpassed those for the total U.S.: • Los Angeles (Pacific sub-region) = 165 (+1 from 2013) • Houston (West South Central sub-region) = 163 (+7 from 2013)

• Boston (New England sub-region) = 155 (+5 from 2013) • Washington, DC (Mid Atlantic sub-region) = 147 (+3 from 2013) • West Texas (West South Central sub-region) = 143 (+2 from 2013) • Las Vegas (Mountain sub-region) = 143 (+8 from 2013) • San Francisco (Pacific sub-region) = 139 (-9 from 2013) •

The indexes in Philadelphia, Salt Lake City – Boise, Chicago, Las Vegas and Charlotte increased 8 percentage points or more from 2013 to 2014

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

MANGO INDEX BY MARKET Market Summary •

These markets indexed extremely low, demonstrating a growth opportunity: • Memphis (East South Central sub-region) = 46 (same from 2013) • Greenville (South Atlantic sub-region) = 52 (-1 from 2013)

• Cincinnati (East North Central sub-region) = 53 (same from 2013) • Birmingham (East South Central sub-region) = 54 (-8 from 2013) • Detroit (East North Central sub-region) = 54 (-9 from 2013) • St. Louis (West North Central sub-region) = 58 (+1 from 2013) •

The indexes in Orlando, Tampa, Detroit, San Francisco, Birmingham and Little Rock decreased 8 percentage points or more from 2013 to 2014

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

MANGO INDEX CHANGE BY MARKET Indexes in 19 of the 49 ScanTrack markets increased from 2013 to 2014 Market 2013 Index 2014 Index Pt Change Los Angeles 164 165 1 Houston 156 163 7 Boston 149 155 5 Washington DC 145 147 3 West Texas 141 143 2 Las Vegas 134 143 8 San Francisco 148 139 -9 Miami 143 137 -5 San Diego 136 137 1 Orlando 148 134 -14 Hartford-New Haven 135 132 -3 Dallas 121 123 2 Denver 127 122 -5 Sacramento 124 119 -5 Baltimore 119 117 -1 Tampa 125 114 -11 New York 114 113 -1 Jacksonville 115 112 -3 Philadelphia 97 111 13 Albany 107 109 2 Phoenix 104 107 4 Chicago 94 103 9 Atlanta 105 103 -2 Salt Lake City-Boise 90 102 12 Minneapolis 104 101 -3 Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

Market 2013 Index 2014 Index Pt Change Seattle 95 99 4 Buffalo-Rochester 96 98 2 Richmond-Norfolk 94 92 -2 Syracuse 83 88 5 Raleigh-Durham 83 86 3 Portland OR 76 81 5 Charlotte 71 79 8 New Orleans-Mobile 75 76 0 Nashville 75 73 -2 Grand Rapids 74 71 -3 Pittsburgh 71 70 -1 Cleveland 69 68 -1 Little Rock 74 66 -8 Columbus 66 66 0 Milwaukee 66 61 -5 Louisville 61 60 -1 Kansas City 58 58 0 Indianapolis 57 58 1 St Louis 57 58 1 Detroit 63 54 -9 Birmingham 62 54 -8 Cincinnati 52 53 0 Greenville 52 52 -1 Memphis 46 46 0

MANGO INDEX CHANGE BY MARKET 19 markets showed an increase in growth and nine markets remained steady from the prior year (+/-) •

Philadelphia had the greatest increase (13 points), reaching an index of 111 •

Demonstrates an opportunity for continued growth in a developed market

21 markets showed declines in growth, with two markets declining more than 10 points •

Orlando had the greatest decrease at 14 points, but remains an aboveaverage market at 134. Tampa had the second largest decline, down 11 points shifted from performing above-average to an average performance at 114.

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

CDI METHODOLOGY Methodology and Definition of Terms: Data and analysis is provided by Nielsen Perishables Group using its proprietary FreshFacts® data set as well as U.S. census population data to achieve development indexing The data set time period was 52 weeks ending 12/27/2014 2013 index was from the data set of 52 weeks ending 12/28/2013 Nielsen Perishables Group compiled category index figures for 49 out of the 52 ScanTrack Markets

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Markets that did not meet an adequate level of ACV coverage include: Oklahoma City, Tulsa, Omaha and Des Moines

Definitions and Calculations •

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Category Development Index is the relationship between unit sales of the population of an area for all products in the category Calculation: (Geography Category Sales / Geography Population) / (National Category Sales / National Population)

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau

CDI METHODOLOGY Unit of Measure for CDI •

Nielsen Perishables Group reports CDI based on dollars only, as volume units of measure may vary across perishables categories

Geographies Available for CDI • •

Nielsen Perishables Group currently collects population data by county This allows Nielsen Perishables Group to compute a population estimate for any geographical area that is built up from counties, such as ScanTrack® markets

Sources: Perishables Group FreshFacts® powered by Nielsen and the U.S. Census Bureau