Building on Trends in Citrus in North America ICBC - 2014

FlavourVisionTM

2012 Beverage Trends

FlavourVisionTM

2013 Beverage

Trends

LEMON

All American

Powdered Drink Mixes Sparkling Water

Fresh Juice Experience Lime

All Family Refreshing

Excited

Beer

Real Food

Vodka

Fresh

Signature

Kids Simpler Labels

Combination Flavors Fresh Made

QSR

Happy

Childhood Memories

Arnold Palmer LEMONADE

Sweet Tart

Picnic Tea

Strawberry Raspberry Peach

Honey

LIME Cola

Sparkling Water

Kaffir

Garnish Refreshing

Vodka

Excited

Beer

Combination Flavor

Strawberry

Fresh Cut

Key Lime

Adults

Margarita

Anticipation

Restaurant Menus

Mojito Lemon

Squeeze

Mexican

Supply Challenges

Cherry

Blackberry

Alcohol

Mixology Limade

ORANGE Tangerine

Sparkling Juice

Kaffir

Valencia Refreshing

Sweet

Excited

Beer

Satisfying

Clementine

Mango

All Family

Vodka

Happy

Mandarin

Blood Orange Juice

Squeeze

Florida

Expensive

Citrus Punch

Pineapple

Green Tea

Morning

California

Soda

Cara Cara Breakfast

GRAPEFRUIT Bitter Sparkling Water

Soda Refreshing

Sweet

Excited

Satisfying

Pummelo

Pineapple

Ruby Red

Surprised

Florida

Pink Juice

Squeeze

Texas

Whole Fruit

Citrus Punch

Tea

Morning

Sparkling Juice

Energy

Drug Interaction

Lemon Combinations

Lime - Alcohol

Lime – Non-Alcohol

Grapefruit

Orange Varietals:

Tangelo, Clementine, Kumquat

Pummelo

Orange Varietals:

Blood Orange, Tangerine, Mandarin

10

FOCUS GROUPS ON-LINE CONSUMER

SURVEY

11

FLAVOR INTEREST

64%53% 54%

38% 40%48%

36%

31% 26%

33% 27%

31%

12% 16%23%

25%

15%

3% 4% 5% 6% 6%

1% 1% 1% 2% 1%

Not At AllInterested

Not VeryInterested

SomewhatInterested

Very Interested

ExtremelyInterested

64%53% 54%

38% 40%48%

36%

31% 26%

33% 27%

31%

12% 16%23%

25%

15%

3% 4% 5% 6% 6%

1% 1% 1% 2% 1%

Not At AllInterested

Not VeryInterested

SomewhatInterested

VeryInterested

ExtremelyInterested

12

CITRUS CONSUMPTION FREQUENCY

23%

30%

36%

6% 5%More than once aday

Once a day

Several times/week

Once per week

Few times/month

Less often once amonth

13

32% 32%27%

17%24% 20%

13% 15%

60%49% 63%

51%44%

38%43%

52%

5%

13%

8%

16% 13%

9% 11%

13%

2%

6%

1%

15% 19%

32% 32%

20%Don'tconsume thisflavor

Less Often

The SameAmount

More OftenLemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin

CITRUS CONSUMPTION TRENDS

Clementine

14

FLAVOR OBSERVATION TRENDS

46% 43%32%

23%30%

36%

19%29%

41%41%

52%

47%44%

27%

36%

42%

12%12% 14%

20%21%

24%

23%

20%

1% 4% 1%9%

4%13%

21%

9%Not Sure

Seen Less of

This Flavor

Seen About

The SameAmount of This

FlavorSeen More Of

This Flavor

Lemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin Clementine

15

WHICH FLAVORS WOULD YOU LIKE TO

SEE MORE IN THE NEXT YEAR?

39% 41% 42%33% 32%

38%

27%33%

35% 32% 32%

39%

21%

28%

33%

37%

20% 19% 21% 23%

25%

22% 30%

25%

6% 6% 4% 4%

12%

8% 6%4%

1% 1% 1% 0%

9%

3%4%

1%StronglyDisagree

SomewhatDisagree

Neither Agreenor Disagree

SomewhatAgree

Strongly AgreeLemon Lime Orange Tangerine Grapefruit Blood Orange Mandarin Clementine

16

CITRUS FLAVOR VALUE PERCEPTION

0%

20%

40%

60%

80%

100%

53%58%

47% 49% 51% 49%45%

49% 47%51%

57%

49% 49%

42% 42%

54%

48% 49%45% 45%

23%20% 21%

28%31%

28% 29%

Premium

Middle of the Road

Economy

• Flavors with varietal descriptors

generally seen as more premium

17

PERCEIVED VALUE VERSUS “ORANGE”

0%

20%

40%

60%

80%

100%

Cara CaraOrange

Blood Orange Moro BloodOrange

Navel Orange Mandarin Clementine Orangeade Tangerine

51% 51% 52%

23%

37%33%

21%

28%

44% 43%40%

70%

59%57%

49%

66%

5% 6%8%

6% 4%9%

30%

6%

Pay more Pay same Pay less

Lemon Combinations

Lime - Alcohol

Lime – Non-Alcohol

Grapefruit

Orange Varietals:

Tangelo, Clementine, Kumquat

Pummelo

Orange Varietals:

Blood Orange, Tangerine, Mandarin

Orange Varietals:

Blood Orange, Tangerine, Mandarin

Lemon Combinations Lime - Alcohol

Lime – Non-Alcohol

Grapefruit

Orange Varietals:

Tangelo, Clementine, Kumquat

Pummelo