Joe Sbrocchi, a veteran of the Canadian produce industry who has held high- profile retail positions during his career, has joined Mastronardi Produce as vice president of sales and marketing.

Mr. Sbrocchi, who officially joined the Leamington, ON, greenhouse produce marketer seven weeks ago, assumed the duties of Chris Veillon, the previous director of marketing, who recently left the company. Mr. Sbrocchi's duties reach beyond marketing, as he also serves as vice president of sales.

Estimates released by the Pear Bureau Northwest Aug. 6 indicated that the overall pear crop from the Pacific Northwest is expected to be down approximately 11 percent for the 2010-11 season. In all, a total of 17,926,920 standard boxes of conventional and organic pears are expected to be produced during the crop year.

Too bad there isn't a default setting for a perfect-selling produce display. If there was, perhaps it would be an easy way to move massive amounts of product and generate huge sales on a consistent basis for every company in the business. That would be fantastic for all segments of the industry, from growers to retailers.

Just imagine how productive each company would be if selling was that simple. But realistically, a retail display default setting is mere fantasy.

Fresherized Foods Inc. announced a partnership with ABC Television for a rebate program on the purchase of certain DVD titles.

From now until Oct. 31, consumers who purchase Fresherized Food's "Wholly Guacamole" and one of the promotion's ABC TV on DVD titles are eligible to receive the $10 rebate.

Fresherized Foods, which is based in Fort Worth, TX, said in an Aug. 24 press release that "grocery produce aisles are destination points for today's health- conscious perimeter shoppers, but are rarely hunted for consumer promotions - until now."

Paul Dempsey, national food service manager and senior sales representative for The Oppenheimer Group, died Aug. 20 following a two-and-a-half year battle with cancer. He was 44.

Mr. Dempsey joined Oppenheimer's Los Angeles office in December 2001 as a sales representative specializing in foodservice. He moved to the company’s Chicago sales location in 2007. Prior to joining Vancouver, BC- based Oppenheimer, he spent 12 years with Dole Fresh Fruit Co. in Laguna Hills, CA.

When the Philadelphia Regional Produce Market moves to a new state-of- the-art facility in January, it will have a new name and logo to go along with the new location.

After 50-plus years of servicing customers from the south Philadelphia facility under the current name, the new entity will be known as the Philadelphia Wholesale Produce Market. The name was developed strategically to position the new facility as a wholesale produce market capable of servicing customers within a 500-mile radius of the new location.