WATSONVILLE, CA -- For the last 16 years, Fritz Koontz has been a partner in Beach Street Farms LLC, a grower-shipper of strawberries based here. He recently decided it was time to branch out on his own and will open the doors on a new strawberry growing and shipping company.

Santa Cruz Berry Farming Company will be based here and will specialize in organic but will also grow conventional strawberries utilizing both university and proprietary varieties.

Organic sales showed stronger growth in 2010 than in 2009, despite the continued poor economy, according to Barbara Haumann, senior writer and editor for the Organic Trade Association in Greenfield, MA.

"A 7 percent growth rate was projected for 2010, but we witnessed an 8 percent growth rate," she said. "This was inspiring because organics grew by only 5.1 percent in 1999. We have projected a 7 percent growth rate again for 2011, but we feel we could actually hit 10 percent by the end of the year. We're very optimistic for the future."

A year ago, truck drivers were loudly complaining about new California engine emission regulations that required many truck operators to retrofit older engines with costly repairs. This year, the noise has died down, and most produce industry truckers have complied.

WENATCHEE, WA -- Forget the chocolate and flowers. Stemilt Growers is giving Valentine's Day a healthy makeover this year with Pink Lady apples. Colorful display bins, point-of-sale signage and a great manifest of premium quality Pink Lady apples are all available to retailers in order to build a successful Valentine's Day-themed promotion centered on this niche variety.

The f.o.b. price on Iceberg lettuce soared the third week in January as growers continued to fight disease problems which have significantly reduced yields over the past several weeks, especially in the Yuma, AZ, area, which is a major provider of winter lettuce and other vegetables.