SAN DIEGO -- Some five weeks after news hit of the E. coli 0157:H7 outbreak in spinach, the topic drew lively discussion at the Produce Marketing Association's Fresh Summit town hall workshop forum on a path to recovery.

California-based Dulcinea Farms and Florida-based Rosemont Farms announced at the Produce Marketing Association convention in San Diego a strategic alliance that will increase the production and distribution of "Dulcinea" brand fresh fruits and vegetables.

A mid-October merger of Nuchief Sales in Wenatchee, WA, and Elgin, MN- based Wescott Agri Products is anticipated to bring more than 2.5 million cases of tree fruit, primarily apples and pears, under one marketing umbrella in 2007.

According to Nuchief President Randy Steensma, the new company, Honey Bear Tree Fruit Co., is based in Wenatchee with offices also in Elgin, and Don Roper has taken the position vice president of sales and marketing. Mr. Steensma added that Honey Bear integrates marketing, growing and packing services for its domestic retail and export customers.

SAN DIEGO -- KES Science & Technology, based in Atlanta, honored the W. Newell & Co., the specialty produce division of Supervalu Inc., with its inaugural Seal of Air Security Award Oct. 22, here, during the PMA Fresh Summit.

SAN DIEGO -- Much like a Super Bowl halftime extravaganza, each year the Produce Marketing Association tries to outdo its previous annual Fresh Summit International Convention & Exposition. Perhaps one day the event literally may blow the lid off the building. Until then, PMA will have to be content with setting attendance records and pleasing attendees with its conference.