Fresh Mushroom Sales Trends and Contribution Analysis for April 21, 2024 Report

Period ending April 21, 2024 1

Methodology Note: As of the 4/21/2024 report, the Circana Multi-Outlet (MULO) universe contains ALDI along with 8 other retailers and adjusted projections This means the totals have increased compared to the old universe. The data files includes all the back data for this adjusted universe. The report covers the four weeks ending April 21, 2024 with week endings: March 31, 2024 April 7, 2024 April 14, 2024 April 21, 2024 Dollar references are the retail value, volume is reflected in pounds and units (packages) Package size, organic, fixed/random weight and value-added reflect the total market Source: Circana, Integrated Fresh, MULO, 4 weeks ending 4/21/2024 2

Four-year dollar sales trend Sales trended below year-ago levels in the shorter- and longer-term views Fresh mushrooms dollar sales latest 52 w.e. 4/21/2024 Fresh mushrooms dollar sales four w.e. 4/21/2024 $112,296,324 $1,500,421,949 $107,883,185 $105,979,546 $1,393,830,062 $103,011,939 $1,381,059,165 $1,337,814,370 3YA 2YA YA 4 w.e. 4/21/24 3YA 2YA YA 52 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 4 weeks and 52 w.e. 4/21/2024 versus same periods the past four years 3

Four-year unit sales trend The shorter- and longer-term unit trends reflect the market pressure with continued declines for both time periods Fresh mushrooms unit sales four w.e. 4/21/2024 Fresh mushrooms unit sales latest 52 w.e. 4/21/2024 43,648,798 581,893,479 39,546,571 37,995,496 36,847,194 523,556,877 489,078,424 476,438,753 3YA 2YA YA 4 w.e. 4/21/24 3YA 2YA YA 52 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 4 weeks and 52 w.e. ending 4/21/2024 versus same periods the past four years 4

Four-year volume (pound) sales trend In the YTD and the quad-week view, pounds continued to trend behind last year s and prior years levels Fresh mushrooms volume sales latest 52 w.e. 4/21/2024 Fresh mushrooms volume sales four w.e. 4/21/2024 27,114,231 359,467,767 24,258,106 23,545,612 22,717,230 323,201,877 301,047,976 292,295,433 3YA 2YA YA 4 w.e. 4/21/24 3YA 2YA YA 52 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 4 weeks and 52 w.e. ending 4/21/2024 versus same periods the past four years 5

Mushroom contribution to the department and category The mushroom share of total produce and vegetables remains below average 4 weeks Mushroom $ share Share of total produce Share of total vegetables 52 weeks Mushroom $ share Share of total produce Share of total vegetables 3YA 3YA 1.9% 3.9% 2.0% 4.0% 2YA 2YA 1.8% 3.6% 1.8% 3.7% YA YA 1.7% 3.4% 1.7% 3.5% 4 w.e. 4/21/2024 52 w.e. 4/21/2024 1.6% 3.2 % 1.6% 3.3% Source: Circana, Integrated Fresh, MULO, 4 weeks and 52 w.e. ending 4/21/2024 6

Mushrooms price per unit On a per unit basis, prices peaked last year and have stabilized in the past few months 4 weeks Average price/unit Total produce Total vegetables Mushrooms 3YA $2.36 $2.08 $2.57 2YA $2.57 $2.24 $2.73 YA $2.56 $2.29 $2.79 4 w.e. 4/21/2024 $2.60 | +1.5% $2.32 | +1.1% $2.80 | +0.2% Source: Circana, Integrated Fresh, MULO, YTD weeks ending 4/21/2024 7

Mushroom price per volume (pound) On a pound basis, vegetables and mushrooms had very similar inflationary levels 4 weeks Average price/pound Total produce Total vegetables Mushrooms 3YA $1.70 $1.82 $4.14 2YA $1.86 $1.93 $4.45 YA $1.86 $1.97 $4.50 4 w.e. 4/21/2024 $ 1.90 | +2.1% $1.98 | +0.5% $4.53 | +0.7% Source: Circana, Integrated Fresh, MULO, YTD weeks ending 4/21/2024 8

Price per volume by quarter/month The rate of inflation on a per pound basis peaked in the middle of 2022 Mushrooms price per pound and change vs. YA (fixed and random weight) $4.70 10.0% $4.62 $4.57 $4.62 $4.60 $4.59 $4.56 $4.53 $4.53 $4.60 $4.51 8.0% 8.2% $4.50 $4.41 8.0% $4.40 6.0% 6.7% $4.23 $4.30 5.4% $4.20 $4.15 4.0% 4.2% $4.04 $4.10 $4.01 3.3% 2.0% $4.00 2.0% $3.90 0.0% 0.4% 0.7% 0.3% $3.80 -0.6% -0.7%-1.1% Q3 23 $3.70 -2.0% 2018 2019 2020 2021 Q1 22 Q2 22 Q3 22 Q4 22 Q1 23 Q2 23 Q4 23 Q1 24 4 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 2018-w.e. 4/21/2024 9

Price by type 4 w.e.4/21/2024 Price per unit % change vs. 23 % change vs. 22 Total mushrooms $2.80 +0.2% +2.5% White mushrooms $2.53 +0.9% +2.6% Brown mushrooms $3.05 -0.4% +2.1% Specialty mushrooms $4.71 +0.2% +3.8% 4 w.e. 4/21/2024 Price per volume % change vs. 23 % change vs. 22 Total mushrooms $4.53 +0.7% +2.0% White mushrooms $4.04 +2.2% +3.4% Brown mushrooms $4.90 -0.7% -0.2% Specialty mushrooms $13.32 -1.8% -0.9% Brown mushrooms include crimini and portabella Specialty mushrooms include shiitake, oyster, enoki, chanterelle, morel, wood ear, porcini, black forest, lion s mane and other Source: Circana, Integrated Fresh, MULO, 4 w.e. 4/21/2024 10

Mushroom dollar, unit, volume sales Declines have moved within 3 percentage points of YA levels 4 w.e. 4/21/2024 dollars $103.0M -2.8% -3.0% -22.7% Dollar Unit Volume growth vs. YA growth vs. YA growth vs. YA volume (lbs) 22.7M -4.5% vs. 22 -8.3% vs. 21 -3.5% vs. 22 -6.4% vs. 21 -6.8% vs. 22 -15.6% vs. 21 Source: Circana, Integrated Fresh, MULO, 4 weeks ending 4/21/2024 11

Vegetables and mushroom pound sales vs. YA Vegetables are off to a strong 2024 whereas pound pressure lingers for mushrooms Volume (pound) sales versus year ago Fresh vegetables vs YA Fresh mushrooms vs. YA 16.8% 14.4% 5.6% 4.9% 3.6% 2.7% 1.0% 0.3% -0.4% -0.9% -1.3% -1.7% -2.5% Q3 '22 2019 2020 2021 Q1 '22 Q2 '22 Q4 '22 Q1 '23 Q2 '23 Q3 '23 Q4 '23 Q1 '24 4 W.E. 4/21/24 -2.1% -2.5% -2.9% -4.2% -4.8% -3.6% -3.5% -5.6% -5.8% -6.1% -8.4% -9.8% -10.3% Source: Circana, Integrated Fresh, MULO, 2019-w.e. 4/21/2024 12

Share of dollars sold on merchandising Promotional levels were up from last year Fresh mushrooms 4 w.e. Vs. Latest 52 w.e. 4/21/2024 Vs. 4/21/2024 2023 2023 Share of dollars sold on promotion 20.7% +2.4% 19.6% +17.3% * Any merchandising, including feature, display, feature & display and temporary price reductions Source: Circana, Integrated Fresh, MULO, YTD through weeks ending 4/21/2024 13

Over indexing versus under indexing regions The regional performance pulled closer together, with a comeback for the Northeast Use as comparison to understand importance/size of mushrooms L-52 w.e. 4/21/2024 Share of veg. $ Share of mushrooms $ $ sales growth WEST WEST PLAINS PLAINS vs. YA GREAT LAKES GREAT LAKES -3.1% Total US California Great Lakes Mid-South Northeast Plains South Central Southeast West 100.0% 100.0% NORTHEAST NORTHEAST -4.9% 10.8% 13.6% 13.3% 18.0% 6.8% 9.2% 15.9% 12.3% 11.8% 15.8% 12.0% 18.3% 6.7% 7.0% 14.0% 14.5% -3.1% -2.6% MID SOUTH MID SOUTH -1.4% -2.2% -5.5% CALIFORNIA CALIFORNIA SOUTHEAST SOUTHEAST -2.5% -4.2% SOUTH CENTRAL SOUTH CENTRAL = Above-average share vs. veg = Above-average performance vs. total US Source: Circana, Integrated Fresh, MULO, YTD through 4/21/2024 | Total fresh vegetables and total fresh mushrooms 14

Performance summary whites, browns and specialty Brown mushrooms had the strongest performance in the short and longer term Dollar share $ sales vs. 2023 $ sales vs. 2021 Volume (lbs) Lbs Lbs Lbs vs. 2021 4 weeks ending 4/21/2024 Dollars share vs. 2023 $103.0M 100.0% -2.8% -4.5% 22.7M 100.0% -3.5% -6.4% Total fresh mushrooms $54.5M 53.0% -2.4% -5.5% 13.5M 59.4% -4.6% -8.6% White mushrooms $34.6M 33.6% -2.1% +3.7% 7.2M 31.7% -1.6% +2.7% Crimini mushrooms $8.8M 8.5% -3.5% -22.1% 1.6M 7.2% -1.8% -20.7% Portabella mushrooms $5.1M 4.9% -9.7% -8.2% 0.4M 1.7% -8.1% -7.3% Specialty mushrooms Source: Circana, Integrated Fresh, MULO, 4 weeks ending 4/21/2024 15

White button mushrooms dollar performance Dollars L-52 w.e. 4/21/2024 $670M -3.8% vs. YA White button mushroom, $ and % vs YA (fixed and random weight) 15.0% $250,000,000 10.0% $196M $190M $187M $180M $183M $178M $200,000,000 $174M $170M $164M 5.0% -2.4% -3.2% 0.0% $150,000,000 -3.2% -3.6% -4.8% -4.0% -5.0% -2.8% -2.0% -2.8% $100,000,000 -6.9% -10.0% $55M $50,000,000 Average price/unit $2.54 -0.3% vs. YA -15.0% -20.0% $0 Q1 22 Q2 22 Q3 22 Q4 22 Q1 23 Q2 23 Q3 23 Q4 23 Q1 24 4 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 2021 plus 4 weeks ending 4/21/2024 16

White button mushrooms volume performance Pounds L-52 w.e. 4/21/2024 172.2M -4.6% vs YA White button mushroom, lbs and % vs YA (fixed and random weight) 15.0% 60,000,000 50.3M 10.0% 47.1M 46.1M 45.3M 44.2M 50,000,000 43.8M 43.6M 42.0M 40.8M 5.0% 40,000,000 -2.9% 0.0% -3.2% -4.6% -5.4% -6.3% -6.5% 30,000,000 -7.5% -5.0% -9.9% -10.3% -11.5% 20,000,000 13.5M -10.0% Average price/pound $4.06 +0.7% vs. YA -15.0% 10,000,000 -20.0% 0 Q4 22 Q1 22 Q2 22 Q3 22 Q1 23 Q2 23 Q3 23 Q4 23 Q1 24 4 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 2021 plus 4 weeks ending 4/21/2024 17

Crimini mushrooms dollar performance Dollars L-52 w.e. 4/21/2024 $448.3M -0.4% vs. YA Crimini mushroom, $ and % vs YA (fixed and random weight) 20.0% $140,000,000 $120M $116M $122M $118M 10.1% $114M $103M 15.0% $110M $103M 7.7% $120,000,000 $104M 7.1% 10.0% 5.9% $100,000,000 5.0% $80,000,000 -2.1% -1.7% -0.9% -1.9% -2.4% 0.0% 2.0% $60,000,000 -5.0% $35M $40,000,000 -10.0% Average price/unit $3.18 -0.6% vs. YA -15.0% $20,000,000 -20.0% $0 Q1 22 Q2 22 Q3 22 Q4 22 Q1 23 Q2 23 Q3 23 Q4 23 Q1 24 4 w.e. 4/21/24 Source: Circana, Integrated Fresh, MULO, 2021 plus 4 weeks ending 4/21/2024 18

Crimini mushrooms volume performance Pounds L-52 w.e. 4/21/2024 92.0M +0.6% vs. YA Crimini mushroom, lbs and % vs YA (fixed and random weight) 20.0% 30,000,000 25.0M 25.0M 24.7M 15.0% 24.1M 24.1M 22.7M 5.2% 25,000,000 21.6M 21.1M 10.0% 21.0M 20,000,000 1.7% 5.0% 1.0% 0.1% 0.1% -0.7% -1.3% -1.6% 0.0% 15,000,000 -7.2% -7.6% -5.0% 10,000,000 34.6M -10.0% Average price/pound $4.85 -1.0% vs. YA 5,000,000 -15.0% -20.0% 0 4 w.e. 4/21/24 Q1 22 Q2 22 Q3 22 Q4 22 Q1 23 Q2 23 Q3 23 Q4 23 Q1 24 Source: Circana, Integrated Fresh, MULO, 2021 plus 4 weeks ending 4/21/2024 19

Other insights Packaged (fixed weight) versus random weight Package-size analysis Organic versus conventional Value-added versus whole/uncut 20

Package size analysis 8 and 16 ounces drive the bulk of sales, with 8-ounce packages outperforming 16-ounces in the latest 52 weeks Package size (per UPC) 52 weeks Dollars $ vs. YA Units % vs. YA Volume lbs vs. YA 8 OZ $736M -2.3% 317.1M -0.8% 158.5M -0.8% 16 OZ $17.5M -2.6% 58.5M -11.5% 58.4M -11.5% Source: Circana, Integrated Fresh, MULO, 52 weeks ending 4/21/2024 21

Packaged (fixed weight) versus random weight While both down, fixed weight did better than random weight 4 w.e. 4/21/2024 | Share of total mushroom sales and sales growth % Fixed weight Random weight Dollar growth -2.7% -12.7% Share of mushroom $ sales 96.1% -3.5% 3.9% -4.8% Volume growth Share of mushroom lbs sales 96.6% 3.4% Source: Circana, Integrated Fresh, MULO, 4 weeks ending 4/21/2024 22

Organic versus conventional mushrooms sales Organic mushrooms increased volume sales, but units were down 4 w.e. 4/21/2024 | Share of total mushroom sales and sales growth % Unit growth -3.1% Volume growth -4.7% Market size $90.1M $ Conventional growth -3.1% Unit growth -2.4% Volume growth +8.9% Market size $12.9M $ Organic growth -0.3% 10.1% of pound sales Source: Circana, Integrated Fresh, MULO, 4 weeks ending 4/21/2024 compared with year ago 23

Cut/prepared versus whole mushrooms No preparation (whole) had the better performance 4 w.e. 4/21/2024 | Share of total mushroom sales and sales growth % Unit growth -2.2% Volume growth -2.8% Market size $51.2M $ No preparation growth -2.3% Unit growth -3.9% Volume growth -4.3% Market size $51.8M $ Cut/Sliced growth -3.3% 50.3% of lbs sales Source: Circana, Integrated Fresh, MULO, 4 weeks ending 4/21/2024 compared with year ago 24