ESCONDIDO, CA — Perhaps overlooked in 2013’s rising numbers of global avocado productivity, is that a similar surge is occurring in the fruits’ worldwide popularity. And it’s benefiting the domestic market in two significant ways.

Sourcing a “global supply of avocados” from the regions that supply the U.S. market “is one of our organization’s top priorities,” said Doug Meyer, vice president of sales and marketing at West Pak Avocado Inc. in Murrieta, CA, in an interview with The Produce News.

An expert on digital marketing tried to demystify the subject during a seminar session at the Produce Marketing Association Foodservice Conference in Monterey, July 26-28.

Carisa Miklusak, who is the chief executive officer of New York-based tMedia, with that company name standing for “transmedia,” told the audience of foodservice operators and suppliers that their digital brand marketing should merely be an extension of their offline marketing program. “Define who you are offline before launching a digital campaign,” she said.

A collaborative program bringing the Washington State Potato Commission, farmers, and ranchers together will increase awareness about agriculture in the Evergreen State.

The New England Produce Council is moving the date of its annual expo, from spring to fall, beginning in 2014.

The NEPC Produce & Floral Expo traditionally has been held in the early spring. The 14th expo was held April 2-3, 2013, for example.

But the 2014 expo will be held in the fall, according to NEPC Executive Director Laura Sullivan, who said that the exact date and venue will be announced in late August or September. The council then will continue to hold its expo in the fall on an annual basis, she added.

Joe Caldwell, vice president of Monterey Mushrooms Inc., headquartered in Watsonville, CA, said that the company’s new innovations in the past few years continue to build traction and are truly national in distribution now.