CHICAGO -- According to Kevin Coupe, consumers are guilty of saying one thing and meaning another, and even worse, often have no idea what they are talking about.

In a business session at the United Produce Expo & Conference, here, titled "Speaking the Language of the Consumer," Mr. Coupe, a retail industry expert and owner of the web site MorningNewsBeat.com, gave advice on how best to counter this and deliver what consumers really want.

Kent A. Pidduck of Cal Pine Distributors LP in Westlake Village, CA, died April 23. He was 58.

The cause of death was still under investigation as of May 10, press time for The Produce News' May 15 issue.

WASHINGTON -- The draft guidelines designed to boost food safety in the fresh-cut produce industry should apply only to processors, not to retailers and other segments of the produce handling chain, according to the Produce Marketing Association.

But the International Fresh-cut Produce Association said that the ever-increasing number of retailers involved in processing fresh produce means that some of the recommendations would apply to them.

CHICAGO -- A new tomato has hit the scene, and while its appearance may raise some eyebrows, the variety's marketers believe its flavor will win over the tastebuds of consumers.

Dulcinea Farms LLC in Ladera Ranch, CA, and the Oppenheimer Group in Vancouver, BC, have teamed to introduce the Rosso Bruno, a premium vine-fresh tomato with a distinctive brown color. The new variety was on display at the United Produce Show, held here May 5-9.

MONTEREY, CA -- Jim Bracher is all about applying positive character traits -- such as integrity and honesty -- to business leadership. He said that it is a message that the Salinas Valley agricultural leadership wants to hear, based on the response he has received to his upcoming workshop.

Mr. Bracher said that the agricultural community is a good fit for his workshop.

CHICAGO -- Pero Vegetable Co. Inc. in Delray Beach, FL, unveiled individually wrapped green and yellow squash at the United Produce Show, held here May 5-9.

Frank Pero, vice president of Pero Vegetable Co. Inc., said that the new line addresses two major areas of concern for retailers: shrink and food safety.