PHILADELPHIA -- In what was perhaps the happiest day in the history of Philadelphia's produce industry, a red ribbon was cut March 25 signifying the completion of the Philadelphia Wholesale Produce Market.

Philadelphia Mayor Michael Nutter joined leaders of the industry and other parties who were instrumental in the construction of the market.

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.