Editor's note: The following is an account of a particularly challenging, albeit rewarding, project of setting up a produce department in one of North America's more extreme locations as told by In The Trenches columnist and produce consultant Ron Pelger.

In the year 1001, Erik the Red's son, Leif, and his sea-faring Vikings sailed from Iceland to Greenland and eventually found their way to Labrador and the very rocky island of Newfoundland in what is today a province in eastern Canada.

MEDELLIN, COLOMBIA -- "Bananas, we think, are a primary food in all of our markets," said Luis Arango, president of Uniban, a grower-owned cooperative, which is among Colombia's larger banana producer-exporters.

Thus, Mr. Arango expects that in a difficult world economy, banana sales "will be affected less than other kinds of goods and products."

Watsonville, CA-based Driscoll Strawberry Associates Inc. has established a new business unit - Driscoll's of Europe - in order to better serve the marketing needs of retail and foodservice customers on the European continent.

The new company is headquartered in Breda, the Netherlands, and Theo Houwen has been named managing director of Driscoll's of Europe. Previously, he served as director of Northern Europe for Bonduelle Groupe, a manufacturer of fresh and processed vegetables, and has been in the food industry in Europe for 19 years.

"California's biggest industry is still agriculture, and the beating that it has taken by burdensome regulations, high taxes, and water and electricity shortages has been staggering," Rep. Tom McClintock (R-CA) told The Produce News during an exclusive interview Feb. 25.

California's water crisis is "very real" and it poses "an imminent threat to Central Valley farming," he said, alluding to cutbacks in state and federal water allocations that will take hundreds of thousands of acres of farmland out of production this year.

The checkered flag is down and Rob Jackson, produce manager for Albertson's in Flagstaff, AZ, has been declared the winner of Sage Fruit Co.'s Sonya apple display contest.

Sage Fruit President Chuck Sinks said that the contest was announced at last year's Fresh Summit. "The display contest was to show the apple and promote Kasey Kahne and his likeness," he told The Produce News. "[Mr. Jackson] did a great job in building the display."

From adversity comes opportunity, and such was the case with the fire that leveled the Rio Queen Inc. facilities in Mission, TX, last summer.

"We've rebuilt on the same spot, but we're bigger and better," said Gretchen Kreidler, who handles marketing and public relations for the longtime Rio Grande Valley grower and shipper. "We have built a facility is more energy efficient. For example, we have eliminated 60 different motors."