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Florida Tomato Committee's ad campaign takes a great idea and turns it outstanding

You simply cannot help but smile when you look at the ad posters, POPs or other campaign materials that the Florida Tomato Committee is using in its current national promotional campaign. The bright red tomato appears as the quintessential produce item with such delightful appeal that one is tempted to reach into the image, grab the ripe, juicy, red "love apple" and take a huge bite. And that is exactly the consumer reaction the committee had anticipated.

Bagdasarian's Mike Bozick receives CG&TFL award

Mike Bozick, chairman of Richard Bagdasarian Inc. in Mecca, CA, and past chairman of the California Table Grape Commission, was named the 2006 recipient of the California Grape & Tree Fruit League's Mentor Award on Monday, March 27, during the league's annual meeting in Indian Wells, CA.

Bruce Obbink, former president of the commission and a 1998 recipient of the Mentor Award, made the presentation.

Franklin Farms moves fresh mushroom production to Pennsylvania

Franklin Farms in North Franklin, CT, has entered into a contractual arrangement with Giorgio Fresh Co. whereby production and distribution of Franklin Farms fresh mushrooms will be moved to Giorgio Fresh, based in Reading, PA. Franklin Farms will focus its Connecticut operations on its branded all-natural vegetarian products, including "Portabella Veggiburgers," "Portabella Veggiballs," "Portabella Veggidogs" and specialty organic mushrooms. There will be no interruption of service to Franklin Farms' current fresh mushroom customers.

NEPC holds sixth annual expo in Boston

BOSTON -- The trade show may be the raison d'etre of the New England Produce Council's annual Produce & Floral Expo, but before the opening of the sixth annual gathering, held Wednesday, April 5 at the Boston Convention & Exhibition Center, a number of preliminary events were held.

As in previous years, attendees gathered on the evening before the expo for a cocktail party, held this year at the elegant Omni Parker House.

Redefining specialties by uniqueness, quality, price and trends

"Specialty produce" might be one of the more vague terms used in the fresh produce industry. What defines a specialty produce item and when is it no longer "special?" When does a specialty product become conventional? And who makes these decisions?

Ever since the term "specialty produce" was first used to define a category, it has been impossible for the industry to designate a specific list of commodities to fill it. It is difficult to define because produce items that make the list don't always stay there long.

'More matters' -- PBHs new theme

"Fruit and veggies -- more matters!"

If the experts are right, this phrase could become as ubiquitous as the well know tag lines "Got Milk?" or "Just Do It."

At its annual board meeting in Monterey, CA, March 30 to April 1, the Produce for Better Health Foundation announced its new national action plan to increase fruit and vegetable consumption. At the heart of that plan is the new slogan, which will serve as the brand identity for the fruit and vegetable industry, just as the aforementioned tag lines serve milk producers and the athletic shoemaker Nike respectively.

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