The Hass Avocado Board is continuing a tradition it established several years ago of targeting the Super Bowl as a time for heavy avocado promotions in step with the Super Bowl being one of the highest-consumption days for avocados.

In fact, the board estimated that consumers would eat 49.5 million pounds of Hass avocados during this year's Super Bowl.

Debbie Bookil, store manager of FoodMaxx at 1845 Countryside Lane in Turlock, CA, has been named Save Mart Supermarket's manager of the year.

Ms. Bookil was presented with the company's Nicholas J. Tocco Award at Save Mart's annual management appreciation dinner held recently in Modesto, CA. This is the first time in the 14 years of this award that a woman has been the recipient.

The award was created in honor of the late Nicholas J. Tocco, co-founder of Save Mart Supermarkets.

TRAVER, CA -- Knowing the Scattaglia name, one might expect that the newly formed Scattaglia Growers & Shippers LLC, here, will be a major shipper of stone fruit. After all, Louis Scattaglia, managing partner of SGS, is an owner of Scattaglia Farms in Littlerock, CA, a 30-year-old farming operation that produces more than 1 million boxes of stone fruit that will be marketed through SGS in addition to at least another 1.5 million boxes of California stone fruit from a small number of sizable growers.

The Southeast Produce Council has chosen Joe McGee, a 50-year veteran of the fresh produce industry and founder of L&M Cos. in Raleigh, NC, to be the inaugural recipient of its Lifetime Achievement Award.

The award will be presented Saturday, Feb. 23 at the council's annual conference and trade show, known as Southern Exposure 2008, set for Feb. 21-23 at the Caribe Royale Resort & Conference Center in Orlando, FL. The Produce News, a co-sponsor of the new award, will make the presentation during the keynote lunch.

Heading into its U.S. marketing program's second year, Mexico Calidad Suprema is shifting focus to hands-on, in-store pilot activities, according to Lizeth Quintero, executive director of the organization.

From her Mexico City office, Ms. Quintero said, "Last season we had unexpected positive reaction and support for our efforts. Importantly, we recently received EurepGAP certification, and Wal-Mart USA Global Procurement has accepted MCS as an approved food-safety program for their vendors. Now we want to see how the shoppers react to our efforts."

A Jan. 15 story from the Associated Press reported that Burger King may stop buying tomatoes from southwestern Florida because of pressure put on the company by the Coalition of Immokalee Workers. The coalition has campaigned for the past year to try to get Burger King to join Yum Brands (Taco Bell) and McDonald's in paying a premium on tomatoes from state growers.