MANGO MARKET DEVELOPMENT INDEX REPORT

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1 MANGO MARKET DEVELOPMENT INDEX REPORT 2014

2 UNDERSTANDING THE MARKET INDEX 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

3 MANGO INDEX BY U.S. REGION Pacific Mountain West North Central East North Central New England Mid Atlantic Blue = Index > 120 Red = Index < 80 West South Central 106 East South Central South Atlantic

4 REGIONAL MANGO INDEX SUMMARY The New England sub-region led all sub-regions for mangos, indexing 144 (up 4 index points compared to 2013) 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 Blue = Index > 120 Red = Index < 80 Mango Sub-category Development Index by Sub-Region Market 2014 Index New England 144 Pacific 131 Mountain 112 South Atlantic 106 West South Central 106 Mid Atlantic 99 West North Central 73 East North Central 66 East South Central 56

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

6 NIELSEN TOTAL U.S. SCANTRACK MARKETS Seattle (99) Portland (81) Salt Lake City - Boise (102) Denver (122) Omaha Des Moines Minneapolis (101) St. Louis Indianapolis (58) (58) Grand Rapids (71) Milwaukee (61) Cincinnati Chicago Detroit (53) (103) (54) Buffalo-Rochester (98) Columbus (66) Cleveland (68) Syracuse (88) Pittsburgh (70) Albany (109) San Francisco (139) Sacramento (119) Los Angeles (165) Blue = Index > 120 Red = Index < 80 San Diego (137) Las Vegas (143) Phoenix (107) West Texas (143) Oklahoma City - Tulsa Dallas (123) Houston (163) Little Rock (74) Kansas City (58) Memphis (46) New Orleans Mobile (76) Tampa (114) Miami(137) Nashville (73) Atlanta (103) Birmingham (54) Jacksonville (112) Orlando (134) 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)

7 MANGO INDEX BY MARKET Index by ScanTrack Market 49 Markets Market 2014 Index Market 2014 Index Market 2014 Index Total U.S. 100 Total U.S. 100 Total U.S. 100 Los Angeles 165 Sacramento 119 Charlotte 79 Houston 163 Baltimore 117 New Orleans-Mobile 76 Boston 155 Tampa 114 Nashville 73 Washington DC 147 New York 113 Grand Rapids 71 West Texas 143 Jacksonville 112 Pittsburgh 70 Las Vegas 143 Philadelphia 111 Cleveland 68 San Francisco 139 Albany 109 Little Rock 66 Miami 137 Phoenix 107 Columbus 66 San Diego 137 Chicago 103 Milwaukee 61 Orlando 134 Atlanta 103 Louisville 60 Hartford-New Haven 132 Salt Lake City-Boise 102 Kansas City 58 Dallas 123 Minneapolis 101 Indianapolis 58 Denver 122 Seattle 99 St Louis 58 Buffalo-Rochester 98 Detroit 54 Richmond-Norfolk 92 Birmingham 54 Syracuse 88 Cincinnati 53 Raleigh-Durham 86 Greenville 52 Portland OR 81 Memphis 46 Blue = Index > 120 Red = Index < 80

8 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

9 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

10 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 Market 2013 Index 2014 Index Pt Change Los Angeles Seattle Houston Buffalo-Rochester Boston Richmond-Norfolk Washington DC Syracuse West Texas Raleigh-Durham Las Vegas Portland OR San Francisco Charlotte Miami New Orleans-Mobile San Diego Nashville Orlando Grand Rapids Hartford-New Haven Pittsburgh Dallas Cleveland Denver Little Rock Sacramento Columbus Baltimore Milwaukee Tampa Louisville New York Kansas City Jacksonville Indianapolis Philadelphia St Louis Albany Detroit Phoenix Birmingham Chicago Cincinnati Atlanta Greenville Salt Lake City-Boise Memphis Minneapolis

11 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.

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

13 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

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