"We're really in planning mode for the 2010 crop year," Jan DeLyser, vice president of marketing for the California Avocado Commission in Irvine, CA, told The Produce News.

The California avocado industry was just wrapping up its smallest crop in decades, but the 2010 crop was expected to be at least double 2009.

"So as we are looking to the future," there is, within the commission, "a real desire to keep the marketing dollars working," Ms. DeLyser said.

The United Fresh Produce Association announced that U.S. Secretary of Agriculture Tom Vilsack will deliver the keynote address at the group's Washington Public Policy Conference in September.

Results of a survey conducted in June by the Produce for Better Health Foundation regarding the idea of a National Fruit & Vegetable Research & Promotion Board are in, but the low response rate indicates that more outreach is needed before a second survey is conducted.

The foundation e-mailed an electronic survey to growers, shippers, processors and importers on the topic of a national research and promotion board.

For several years, a NASCAR sponsorship was a big part of the Mexican Hass Avocado Importers Association's promotional efforts. For the 2008-09 season, MHAIA stepped away from NASCAR and began looking instead for what MHAIA Chairman Mike Browne, vice president of fresh operations for Calavo Growers Inc. in Santa Paula, CA, referred to as "another Super Bowl" -- another seasonal event around which could be built an avocado promotion as successful as the Super Bowl weekend promotional period has been for avocados in general and Chilean avocados in particular.

Bob Halvorson Jr., who was appointed chairman of the Washington State Potato Commission July 1, resigned his position following his July 5 arrest on assault charges.

Ted Tschirky, first vice chairman of the commission, has assumed the chairmanship.

"The commission has been in touch with Bob and has accepted his resignation," Karen Bonaudi, assistant executive director of the commission, told The Produce News Aug. 4.

PLANT CITY, FL -- He grew up working on an avocado farm in Homestead, FL, and planned to pursue an industrial engineering degree at the University of Florida, while his father hoped he would follow along in the family accounting business.

But instead, J.R. Pierce became a police officer.

As a kid growing up in Homestead, Mr. Pierce worked odd jobs in local nurseries and spent summers working in the fields at a family friend's avocado farm. Meanwhile, his father, a certified public accountant, did taxes for local farmers and hoped his son would follow the same path.