The California Leafy Greens Marketing Agreement is currently accepting signup forms from new signatories for the 2010-11 fiscal year. In order to participate in the LGMA program from April 1, 2010, to March 31, 2011, handlers need to fill out their signup form and submit it to the LGMA office by end of day on April 1.

Current members do not need to sign up again. Any signatory that wishes to terminate its membership in the organization needs to submit its intent in writing by April 1.

"Here in the valley, we are immersed in agriculture," said 27-year-old Sarah Alvernaz, sales and general manager of California Sweet Potato Growers in Livingston, CA. "This area is rich in dairy farms, almonds groves and sweet potato fields, which my husband, Matt, and I grew up in the middle of."

Shippers of peppers, broccoli, celery, cauliflower and even Iceberg lettuce who had good supplies of product have had a pretty good past month.

"Supplies have been tight," Douglas Schaefer, president of E.J.'s Produce Sales Inc. in Phoenix, told The Produce News. "Green peppers in Nogales have been selling for $40 a carton and $45 for jumbos. I've never seen prices that high."

Colorful Harvest, one of the faster-growing produce operations on California's central coast, held a ribbon-cutting ceremony and VIP reception March 19 to celebrate the grand opening of its new headquarters at 584 South Main St. in Salinas, CA.

Colorful Harvest chose one of the more distinguished buildings in downtown Salinas for its new headquarters to make a statement about its support for the community.

The opportunity for consumers to find good promotional deals on strawberries for Easter and beyond was shaping up nicely as of early March.

Consumers ought to be able to buy "a nice-eating strawberry at retail for Easter for $2 to $2.50 for a one-pound basket," Andy Gustavson, produce manager for Ben Lomond Market in Ben Lomond, CA, and produce supervisor for sister store Scotts Valley Market, told The Produce News March 8. "In the past, the price was a little higher," and two one-pound packs for $4 "will be a hot price" this Easter.

TAMPA, FL -- While abnormal weather in Florida this winter -- including two weeks of sub-freezing temperatures -- cost the state's potato growers some plants and early-season sales opportunities, it also created a market window that bodes well for the spring crop.

With Florida's fresh crop delayed, consumers will take a bigger bite out of storage potato supplies, in theory propping up the market when Florida potatoes finally come on between April 1 and the middle of the month.