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California Avocado Commission kicks off pre-Super Bowl campaign

?We are going to kick off our consumer advertising campaign? for California avocados "right before Super Bowl," Jan DeLyser, vice president of marketing for the California Avocado Commission, told The Produce News Jan. 6. Consumption of avocados during Super Bowl weekend is traditionally heavy, and since it comes just about the time that the new-crop California Hass harvest gets going in earnest, it is a good time to begin building interest in the new crop. ?We will have four flights of radio this year, each flight running for three weeks," Ms. DeLyser said. In addition to the radio, "we are

Mike Alliman named CFO of River Ranch

River Ranch Fresh Foods LLC in Salinas, CA, announced the appointment of Mike Alliman to the position of chief financial officer. Mr. Alliman will be responsible for all accounting and finance activities of the company, including grower accounting, payables, receivables and financial reporting. A certified public accountant who holds a master of accountancy with an emphasis in cost accounting, Mr. Alliman reports directly to Jim Lucas, CEO and president. Mr. Alliman brings a wealth of comprehensive, industry-related experience in various operational and finance positions. Most recently, he was

Veneman named to lead UNICEF

WASHINGTON " U.S. Agriculture Secretary Ann Veneman has been named to take over as head of the United Nations Children?s Fund, starting May 1. ?Her qualifications are outstanding," U.N. Secretary-General Kofi Annan said of Secretary Veneman, who has headed USDA since 2001. The outgoing secretary will be in charge of more than 7,000 people spanning 157 countries who respond to the needs of children, ranging from running massive child immunization campaigns to mobilizing aid in disasters such as last month?s devastating Indian Ocean tsunami. Ms. Veneman, who grew up on a family farm in the San

PSJ expansion well under way

SAN JUAN BAUTISTA, CA " Pride of San Juan, a leader in the gourmet lettuce, herb and edible flower businesses, is well along the path of expanding its headquarters, here. PSJ is expanding its headquarters from 55,000 square feet to 170,000 square feet. Expansion of its Yuma, AZ, facility from 45,000 square feet to 100,000 square feet was completed Nov. 20. ?We needed to go along with the growth we?ve had," said Joe Feldman, vice president of sales and marketing. "The bar keeps being raised for food safety and quality." PSJ has added 12 greenhouses to the site to bring to 20 the total number of

Broccoli plantings reflect consumer demand

A steady consumer demand for broccoli has led growers to offer the commodity in a number of forms and packages. Maggie Bezart, vice president of marketing for Castroville, CA-based Ocean Mist Farms, said that the company has a "conservative increase? in broccoli acreage in Coachella, CA, this winter. ?There?s a higher demand on crowns," Ms. Bezart said. As a result, Ocean Mist is striving to increase its yields. More of Ocean Mist?s size 18 packs are going to shrink wrap to meet consumer demand, she said. ?We see more crowns going to foodservice," Ms. Bezart added. "There?s an increased demand

Monsanto to acquire Seminis

ST. LOUIS -- Monsanto Co. announced that it signed a definitive agreement to acquire Seminis Inc. for $1.4 billion in cash and assumed debt, plus a performance-based payment of up to $125 million payable by the end of fiscal year 2007. "The addition of Seminis will be an excellent fit for our company as global production of vegetables and fruits, and the trend toward healthier diets, has been growing steadily over the past several years," Hugh Grant, chairman, president and chief executive officer of Monsanto, said in a Jan. 24 statement. "Seminis is uniquely positioned to capitalize on this
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Ocean Mist Farms has promoted Jeff Fulton to vice president sales and product management.

“Just six months into his tenure at Ocean Mist, Jeff has already demonstrated the tremendous value and passion he brings to our organization,” said President and CEO Chris Drew. “His deep industry knowledge and long-standing relationships, combined with a fresh perspective on our processes, products and the way we operate, make for a powerful and winning combination.”

Fulton brings more than 30 years of experience in sales, strategy and team leadership, offering extensive product and market expertise to his new role. “When Jeff joined the Ocean Mist team back in May, we knew his proven track record in business development and product management would be instrumental in leading and expanding our sales program," said Drew. “What we’ve also come to appreciate is the depth of the relationships he’s built over decades in this industry, along with his thoughtful approach to partnership and business development. He brings a next-level caliber of expertise that truly complements and elevates the strong team we already have in place.”

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