Jacqueline B?hmer, the new marketing director for the Mexican Hass Avocado Importers Association, has taken bold steps to revamp the organization's marketing program. Qualitative and quantitative consumer studies conducted in August provided detailed insights that will be used to guide promotional activities. "We were surprised to find that despite educational efforts over the years, many avocado purchasers continue to lack basic knowledge, such as knowing when the fruit is ripe or being aware of its spectacular nutritional qualities," Ms. B?hmer said in a press release earlier this month.

The Iceberg lettuce identified as the most possible source of a multi-state E. coli outbreak in the Midwest came from California, but Michigan authorities say it is still unknown where the contamination originated. The heads of lettuce supplied to Detroit-based Aunt Mid's Produce Co. for washing, cutting and bagging during the outbreak were identified as California lettuce, said Jennifer Horton, spokesperson for the Michigan Department of Agriculture. "We still don't know at which point it was contaminated," she said. The California Department of Public Health has been in close communication

IRVINE, CA -- On the heels of the California Avocado Commission's debut of the groundbreaking California Avocado Grower campaign, the commission will unveil plans to build upon the campaign responding to evolving consumer trends at this year's Produce Marketing Association convention in Orlando, FL. Joining the commission's merchandising and marketing staff at the convention to tell its story will be California avocado growers Rick Shade, Carol Steed and Jaime Johnson. They will be on hand to answer questions from attendees, share the successes of this year's marketing program and discuss

Reaching Latino consumers, especially in Southern California, is an important part of the Chilean Avocado Importers Association marketing program. "We recognize that Latino families are an important target for us, because they are heavy users of avocados and because we have seen such a positive response from them," Maggie Bezart, the association's marketing director, said in a press release. This is the second year CAIA has been a sponsor of Fiestas Patrias, Los Angeles' celebration of Mexican Independence Day and launch of Hispanic Heritage Month. Held downtown on Placita Olvera (Olvera

Supreme Cuts LLC, a premier processor and distributor of high-quality pre- cut vegetables based in Mahwah, NJ, has received a "Superior" from the American Institute of Baking during its recent food-safety audit. The audit, which is conducted by specially trained food-safety auditors, analyzed all aspects of the company's food-safety practices and awarded Supreme Cuts the prestigious rating based on the company's outstanding programs and practices in place, as well as its commitment to providing safe, high-quality products to consumers. A rating of "Superior" is the highest level awarded by the

Monterey Mushrooms Inc. is launching its "Sun Bella" brand mushroom, which it says is the first fresh mushrooms to provide at least 100 percent of the recommended daily intake of vitamin D in a single, three-ounce serving (about four or five mushrooms) through a natural sun ripening process. The "Sun Bella" brand sun-ripening process was developed through a collaborative research program with the U.S. Department of Agriculture by exposing the mushrooms to ultraviolet light, thus increasing the stable level of vitamin D to a minimum of 100 percent of the level recommended by the FDA. The