After more than a decade of selling organic fruits and vegetables as Sierra Heights Marketing, the Porterville, CA-based firm has made the decision to create a company image and branding that better describe the core of what Sierra Heights Marketing is made of: family organic growers. With increasing consumer awareness of both the way food is grown and who is growing it, Sierra Heights Marketing believes it is paramount to bring the grower closer to the consumer. The firm wants consumers and buyers to understand that Homegrown Organic Farms, the name Sierra will adopt effective April 1

The California Leafy Greens Marketing Agreement, based in Sacramento, CA, is accepting signup forms from new signatories for the 2008-09 fiscal year. In order to participate in the LGMA program from April 1, 2008, through March 31, 2009, handlers must complete their signup form and submit it to the LGMA office by April 1. Current members do not need to sign up again. Nearly 120 handlers representing over 99 percent of the volume of California lettuce, spinach and other leafy greens joined the organization in 2007, committing themselves to handle and sell products grown in accordance with a set

NEWARK, DE -- Produce Marketing Association officials announced March 13 that agriculture and government affairs specialist Tom O'Brien has been chosen as PMA's consulting lobbyist. Association leaders noted Mr. O'Brien's extensive experience gained as a state and federal government official and a lobbyist to the PMA government affairs staff, at a time when the industry is facing a host of critical federal legislative and regulatory issues. "We are pleased to have Tom help represent PMA on Capitol Hill, given his expertise in legislative matters and prolific experience with many facets of the

Brenda Thomas, part of the multi-generation Bailey family in The Dalles, OR, was recently named general manager of family-owned Orchard View Farms, one of the larger cherry-growing operations in the world. Ms. Thomas' father, Bob Bailey, is currently president of the operation, and her uncle Ken Bailey is vice president. Raised in the farming environs of Orchard View, Ms. Thomas joined the firm in spring 2007 as warehouse manager, though she has been on the company's board of directors for 15 years. Prior to her official return to the cherry industry, she and her husband, Sterling Thomas

FRESNO, CA -- Z&S Fresh Inc., here, which is licensed by General Mills to pack fresh produce under the "Old El Paso Fresh" label, will be extending its season for some product packed under the brand thanks to a co-packing partnership with Tanimura & Antle Inc. in Salinas, CA. According to a press release from Z&S, "Tanimura & Antle has agreed to pack green and red bell peppers as well as sweet and red onions under the 'Old El Paso Fresh' label. The addition of Tanimura & Antle allows 'Old El Paso Fresh' to have a consistent year-round supply of superior products for each commodity, which will

NEW_YORK -- Moe Cohen, one of the few remaining produce dealers who in 1967 moved from New York's Washington Street Market to the Hunts Point Terminal Market, died Feb. 22 at age 91. Mr. Cohen's son Martin said his father was one of three founders of Amigo Foods Corp., which he said was once one of the three larger businesses in the Hunts Point market. Martin Cohen read from a clipping in the March 11, 1989, issue of The Produce News about his father's retirement from Amigo. He said his father worked tirelessly all his life -and particularly to support Amigo. Amigo went out of business not too