There is little doubt that the Wal-Mart mandate " as it has been called " is the impetus that has propelled radio frequency identification technology into the limelight and produced significant development in the past year.

There also seems to be general agreement that the use of RFID will offer unknown value in many different areas in the years to come, which is a very good thing because for the fresh produce industry, the value proposition as put forth by the Wal-Mart mandate isn?t evident.

Produce companies struggling to understand the kind of records they need to maintain under the bioterrorism law got an opportunity to ask top legal experts during a Jan. 26 teleconference sponsored by the International Fresh-cut Produce Association.

A recently released competitive analysis done by the Colorado Potato Administrative Committee stated that retailers "can enjoy case lifts [increased volume] on promoted potatoes up to 345 percent above non-advertised weeks, a rate almost three times greater than that of another leading vegetable, lettuce."

Moreover, the analysis noted, the lifts are experienced during summer months.

The California Avocado Commission announced the expansion of its retail merchandising force through agreements with David M. Anderson, Sheila Carden and Cece Krumrine, according to Jan DeLyser, vice president of marketing.

CASTROVILLE, CA " Ocean Mist Farms, based here, has hired Joe Feldman as vice president of commodity sales. He most recently was vice president of sales and marketing for nearby Pride of San Juan, a role he held for the past two-and-a-half years.

Prior to working at PSJ, Mr. Feldman, 44, was a salesman for Apio Inc. for four years. Before Apio he had spent 16 years with River Ranch Fresh Foods LLC, finishing as sales manager.

Brooks Tropicals in Homestead, FL, announced Feb. 1 a number of personnel changes.

Amanda Douglas, who has been with the company for three years, has been promoted to director of sales management. Her duties will include inventory management and providing appropriate departments with accurate information. She will also assist in specific commodity interoffice coordinations.