Some fruit and vegetable producers in subtropical Florida, which extends from the northern edge of Lake Okeechobee south through the Florida Keys, took a hard hit to their crops from the freeze that lingered over the state during the first and second weeks of January. Others, however, were more fortunate.

GLOUCESTER CITY, NJ — Fisher Capespan USA LLC, based here, has entered the avocado business.

The firm's top executives — Marc Solomon, chief executive officer and president, and Mark Greenberg, chief operating officer and senior vice president of procurement — met Jan. 20 in Mr. Solomon’s office with The Produce News to announce the new product offering. The day marked the firm’s official entry into the avocado trade. Mr. Greenberg normally works in Fisher Capespan’s Montreal office.

Bakersfield, CA-based Sun World International LLC and Plant City, FL-based Santa Sweets Inc. are partnering to help retailers meet consumer demand for a great-tasting tomato.

Beginning in late January, Sun World will offer supplies of Santa Sweets grape tomatoes in one-pint and one-quart clamshells that will be merchandised under a co-branded "Santa Sweets-Sun World" label for both conventional and organic product.

A series of strong storms have pelted the growing regions in California and Arizona the week of Jan. 18, and although there are expected to be effects, market prices had not yet risen by Jan. 20 for most crops.

Virtually all the growing regions in California and Arizona were affected as the storms began Sunday, Jan. 17, and were expected to last all week. In fact, at press time, what was expected to be the strongest storm was still sitting offshore with landfall predicted for Thursday and Friday, Jan. 21 and 22.

The year is off and running. Welcome to another decade of produce industry challenges and opportunities. Are you having fun yet?

Before you get too far ahead of the game, first consider a few "stop signs." Stop getting tied up with details and red tape. Stop making it difficult for customers to spend money with you. Stop trying to sell people what they do not want. Stop promising what you cannot deliver. Stop assuming customers will stay with you forever. Stop difficult and confusing sales programs. And finally, stop complaining, moping and frowning.

PHILADELPHIA -- There is not much that is lost on Tracie Levin.

For example, she enjoys the symmetry that her family business, M. Levin Co. Inc., based here, has with a large part of its sales going to first-generation immigrants. She noted that her great-grandfather Mike Levin was just such an immigrant when he arrived from Lithuania. In 1906, he began supporting his family by selling produce from a pushcart in Philadelphia, as is essentially the case with M. Levin's customers in 2009.