Professionals in every corner of the produce industry are responding aggressively to the locally grown movement with increasing awareness of its effects on business today.

No one needs a reminder about the power of consumer trends and how they can change the culture of a country. The fuel propelling the locally grown movement clears up any confusion about why it is strong and growing.

Jacqueline B?hmer, the new marketing director for the Mexican Hass Avocado Importers Association, has taken bold steps to revamp the organization's marketing program. Qualitative and quantitative consumer studies conducted in August provided detailed insights that will be used to guide promotional activities.

The Iceberg lettuce identified as the most possible source of a multi-state E. coli outbreak in the Midwest came from California, but Michigan authorities say it is still unknown where the contamination originated.

The heads of lettuce supplied to Detroit-based Aunt Mid's Produce Co. for washing, cutting and bagging during the outbreak were identified as California lettuce, said Jennifer Horton, spokesperson for the Michigan Department of Agriculture. "We still don't know at which point it was contaminated," she said.

IRVINE, CA -- On the heels of the California Avocado Commission's debut of the groundbreaking California Avocado Grower campaign, the commission will unveil plans to build upon the campaign responding to evolving consumer trends at this year's Produce Marketing Association convention in Orlando, FL.

Reaching Latino consumers, especially in Southern California, is an important part of the Chilean Avocado Importers Association marketing program. "We recognize that Latino families are an important target for us, because they are heavy users of avocados and because we have seen such a positive response from them," Maggie Bezart, the association's marketing director, said in a press release.

Supreme Cuts LLC, a premier processor and distributor of high-quality pre- cut vegetables based in Mahwah, NJ, has received a "Superior" from the American Institute of Baking during its recent food-safety audit.

The audit, which is conducted by specially trained food-safety auditors, analyzed all aspects of the company's food-safety practices and awarded Supreme Cuts the prestigious rating based on the company's outstanding programs and practices in place, as well as its commitment to providing safe, high-quality products to consumers.