MONTEREY, CA  The gap between produce sales at retail and the 5 A Day opportunity is considerable, according to Bryant Wynes, director of retail marketing for Wilmington, DE-based Produce for Better Health Foundation.

A clever new video crossing the Internet is using the "Star Wars" saga to promote organic produce, but not all fruit and vegetable growers are thrilled with the description of the Dark Side.

Last month, the Organic Trade Association released its sci-fi supermarket saga, Store Wars: The Organic Rebellion, which shows Cuke Skywalker, Chewbroccoli, Princess Lettuce and other rebels in a fight against the Dark Side of the Farm.

It is said that familiarity breeds contempt, but for Ryan Frayo, nothing could be further from the truth.

In fact, familiarity has played a large part in helping the 27-year-old get to where he is today: a broker for Westendorf Produce Sales Inc. where he sells western vegetables, strawberries and melons.

Westendorf Produce Sales is a produce brokerage with offices in Nogales, AZ, San Clemente, CA, and Visalia, CA, that specializes in tree fruit, melons, and fruit and vegetable products from Mexico that come through Nogales.

Arkansas tomatoes have long been considered an important source for both retailers and foodservice operators in North America during the summer months. But the industry there has enjoyed particularly strong growth and momentum since the cash auction system it previously operated under ended a few years ago, according to two of the leading players in the deal.

The Oppenheimer Group, based in Vancouver, BC, announced two key promotions, effective May 2.

David Smith, sales manager of Oppenheimer's Los Angeles office and executive director of its greenhouse category, was named vice president of sales and marketing for categories. Sales representative Eric Coty has been promoted to Los Angeles sales manager.

In his newly created role, Mr. Smiths primary responsibility is to oversee the alignment of Oppenheimers category approach with its overall sales and marketing strategies.

MONTEREY, CA  In an effort to move the produce industry forward through technology, the Produce Marketing Association announced the launch of ASAP: Produce at its RFID Fresh Produce Academy & Expo held here June 2.