The California Avocado Commission's fully integrated marketing campaign promoting fresh California avocados generated consumer awareness and demand this season with its "California Avocado Irresistible Challenge." Using a combination of radio spot advertising, outdoor advertising, on-line banner ads, trade communications (foodservice and retail), public relations, point-of-sale support materials and a dedicated web site, the campaign generated millions of impressions, over 100,000 consumer entries and dozens of entries in the in-store display contest. "Our strategy was to reach the consumer

Yerington, NV-based Peri & Sons Farms has expanded its Nevada operations into Firebaugh, CA, with a multi-million-dollar, first-phase packaging and storage facility to accommodate a new trademarked year-round onion program that has been dubbed Onions All Year. The 12-month deal comes nearly 30 years after David Peri started his farm in Nevada in 1979 at age 21. Tim Cummings, marketing and public relations director at Peri & Sons, said that Mr. Peri "knew there were great opportunities in the onion business, and his continued belief in the industry has given him the drive to expand his Nevada

A group of Arizona produce and technology experts believe the time is ripe to launch an on-line produce auction once again. A decade ago, the trade show convention floors were crowded with on-line trading companies expecting to make millions pushing the produce industry into on-line trading. Although buyers and sellers have embraced the Internet as an excellent communication tool in which to complete transactions, the buying and selling of produce between unknown buyers and sellers never materialized. Humberto Moreno and a number of others unveiled Foodmoves Inc. (www.foodmoves.com) at the

HOUSTON -- During the Produce Marketing Association's 2007 International Convention & Exposition, here, the association's 2007-08 Retail Division board of directors took office. Led by Chairman Michael O'Brien, vice president of produce and floral at Schnuck Markets Inc. in St. Louis, the members of the retail board of directors are: * Michael Batycki, senior business manage of fresh produce at Woolworths Limited (Australia) in Bella Vista, NSW, Australia. * William Brophy, produce and floral marketing manager at The Stop & Shop Supermarket Co. in Quincy, MA. * William J. Byland Jr., vice

HOUSTON -- During the Produce Marketing Association's 2007 International Convention & Exposition, here, the 2007-08 PMA board of directors took office Thursday, Oct. 11. Chairman of the Board Bruce Taylor, chairman and chief executive officer of Taylor Farms California Inc. in Salinas, CA, is joined by three other officers and 23 directors. "We are fortunate to have Bruce's experience and dedication harnessed to lead our 2007-08 board of directors," PMA President Bryan Silbermann said in an Oct. 12 statement. "As a fourth-generation produce professional, entrepreneur and long-time member

The Produce Marketing Association, the Canadian Produce Marketing Association and the United Fresh Produce Association plan to form a joint Produce Traceability Initiative to drive broad adoption of consistent traceability best practices throughout the produce supply chain. The three associations are combining forces to focus on the urgent need to use existing standards for the most effective trace-back and trace-forward practices between supply chain partners -- from field to fork. Other associations representing key retail and foodservice buyer segments of the North American food industry