PLANT CITY, FL -- Wishnatzki Farms, a Florida-based grower-shipper, has hired Darwin Reich as director of California operations. He will oversee Misty Ranch, the company's joint venture with Berry Valley Farms in Salinas, CA. He will also recruit independent growers in California who want to sell their crops through Wishnatzki's marketing arm. And he will look for opportunities for the company to own and operate acreage in California.

The Giumarra Cos., based in Los Angeles, announced the addition of Jeannine Martin and Bob Faulkner to its Giumarra Reedley division.

Ms. Martin joins as director of sales for the division. She has worked in the produce industry since 1977 and

The good news about the avocado market in the United States is that consumer demand is "going through the roof," according to Ross Wileman, vice president of sales and marketing at Mission Produce Inc. in Oxnard, CA. The current challenge is that for the next few months, there will not be enough supplies available to meet that demand.

In the current business world, sales are flat and profits are getting eaten up faster than ever by skyrocketing costs. And just as we manage to get to the top of one hill, we find that there is another hill waiting. Each is beginning to get higher and more burdensome to climb.

Do you find it more difficult these days to earn a buck? Are you overly stressed when trying to meet the company budget? Have weekly sales meetings turned into pressure-cooker events? If so, you are not alone.