CHICAGO -- A new tomato has hit the scene, and while its appearance may raise some eyebrows, the variety's marketers believe its flavor will win over the tastebuds of consumers.

Dulcinea Farms LLC in Ladera Ranch, CA, and the Oppenheimer Group in Vancouver, BC, have teamed to introduce the Rosso Bruno, a premium vine-fresh tomato with a distinctive brown color. The new variety was on display at the United Produce Show, held here May 5-9.

MONTEREY, CA -- Jim Bracher is all about applying positive character traits -- such as integrity and honesty -- to business leadership. He said that it is a message that the Salinas Valley agricultural leadership wants to hear, based on the response he has received to his upcoming workshop.

Mr. Bracher said that the agricultural community is a good fit for his workshop.

CHICAGO -- Pero Vegetable Co. Inc. in Delray Beach, FL, unveiled individually wrapped green and yellow squash at the United Produce Show, held here May 5-9.

Frank Pero, vice president of Pero Vegetable Co. Inc., said that the new line addresses two major areas of concern for retailers: shrink and food safety.

PHILADELPHIA -- Procacci Bros./Garden State Farms, here, is introducing a new series of proprietary melons that will be collectively marketed within the "Santa Sweets" brand melon program.

Company President Mike Maxwell told The Produce News shortly before the United Produce Show in Chicago, where the new additions to the melon program were unveiled, that the volume of the melons is increasing and should be in strong supply by June. "We're getting pumped up," Mr. Maxwell said.

CHICAGO -- The produce industry breezed its way back to The Windy City for the United Fresh Fruit & Vegetable Association's Produce Expo & Conference, held May 6-9 here at McCormick Place.

Now in its third year in Chicago, the convention, which is co-located with four other trade shows and together are dubbed The Power of Five, has "been on a growing cycle," according to Amy Philpott, United's vice president of marketing and industry relations.

Ryan Cherry looks back to some important advice that he received from his father 11 years ago, advice that would serve him well as he searched for a career path.

Mr. Cherry had just earned his degree in marketing management from the British Columbia Institute of Technology and was mulling over his options as to what industries he could go into.

At the time, Mr. Cherry was working in the produce department at Save On Foods and his father, who had worked in the food industry for many years, saw his son's dilemma and said something to him that would change his life.