Former Wal-Mart executive Bruce Peterson is launching a trace-back initiative with fellow consultant Michael McCartney as one of the initial projects in his post-Wal-Mart career. Mr. Peterson said that within 30 days he expects to have a further announcement that will shed more light on both the funding and scope of the project. "Right now, [the funding] is not that important. I'm lucky that I can work on something I really enjoy," he said. A press release announcing the initiative said that the collaborative venture's "first mission will be establishing a global traceability approach for the

Aguacateros Integrados de Michoacan, an avocado growing, packing and marketing organization headquartered in Michoacan, Mexico, produces some 10 million pounds of avocados a year in "certified orchards," according to a written company profile. Of that amount, 15 percent is sold in the national market in Mexico and 80 percent is exported to the United States, Canada, Europe, Japan and Central America. Jorge Hernandez, a partner in the company who heads international operations from McAllen, TX, told The Produce News that Aguacateros Integrados has been "making all the certifications needed" for

Los Alamitos, CA-based Frieda's Inc. has launched Super Fruits: Antioxidant Rich Fruits, a new line of sweet superfruits. The launch has started with one fruit: dried goji berries infused with the sweet flavor of pomegranate. The line eventually will include two or three other products, said Frieda's President Karen Caplan. In mid-summer, Frieda's will enter the next phase of the rollout, she said. While not in every state, the new line is out nationally. Retailer response to the dried goji berries has been overwhelming, Ms. Caplan said. Frieda's sold out of its initial stock overnight. Since

John Livacich of Rialto, CA, died May 1 in Placentia (CA) Linda Hospital, leaving behind a trail of friendships in fresh produce he cultivated over his 50-plus years in the industry. He was 76. Mr. Livacich spent his life pursuing his passion for farming, and his ventures made his company one of the larger farming operations in the United States. He was past president, officer or partner of various California-based organizations, including Grand Central Produce in San Bernardino; Vista Sales in Vista; C&R Farms in Hemet; All Fresh Produce in Los Angeles; Rancho Packaging in El Centro; D&D

Anton Caratan & Son, Four Star Fruit Inc., Delano Farms Co. and Sun Fresh International jointly announced a new late-season green seedless table grape called Pristine. Pristine was developed by Anton Caratan after more than 20 years and over 225,000 cross breeds. The result is a new late variety that produces large, crispy grapes that have all the characteristics retailers covet, including long shelf life. "The Pristine has a crisp texture coupled with a taste that starts off with a sweet vanilla streak and ends with a zesty Granny Smith apple finish," Mr. Caratan said in a release. Anton

HARTFORD, CT -- With a display of Connecticut-grown plants and flowers as a backdrop at the regional produce market, here, the Connecticut Department of Agriculture kicked off a comprehensive, statewide advertising and public relations campaign to raise consumer awareness and support for state farmers and locally grown products. The campaign, which was unveiled by Commissioner of Agriculture F. Philip Prelli, includes television, radio, billboard and transit advertising, as well as signage for retailers and farmers markets. The theme of the campaign is evident in the newly adopted tagline,