In keeping with its mission to create a greater awareness and demand for organic products, the Organic Center announced the launch of an aggressive national consumer education and outreach campaign called "Mission Organic 2010" at New Hope Natural Media's 2006 Natural Products Expo West show in Anaheim, CA.

Coral Gables, FL-based Del Monte Fresh Produce N.A. Inc. unveiled the newest addition to its value-added category with the June 7 launch of its microwavable vegetable line. The company developed this line to offer consumers a new and convenient way to enjoy a daily serving of steamed vegetables.

"We are enthusiastically looking forward to consumers' response to the new microwavable vegetables, a delicious product that will be an immensely popular extension to Del Monte's ever- expanding product line," Matt Smith, vice president of marketing, said in a statement.

Darby Jones, who has served as the Washington State Horticultural Association's communications coordinator for four years, will be stepping down to return to the private sector June 15. Her successor, Lynette Smith, has already stepped into the rather large shoes left behind by Ms. Jones.

The United Fresh Fruit & Vegetable Association, based in Washington, DC, announced that it has hired Autumn Veazey as director of legislative affairs and associate counsel.

"Autumn brings a great set of credentials to this position at United," United President Tom Stenzel said in a statement. "Her family has strong roots in the produce industry, and we will be able to utilize her personal background along with her professional training to enhance and expand our government relations expertise in Washington, DC."

The ending to this story hasn't been written yet, so it's impossible to classify it. Is it a story with a happy ending showing how a small firm with a good idea can make it in the marketplace? Is it a sad story showing how big the retail industry has gotten so that new product introductions are the sole domain of the multi-national companies? Or will it end up being the tale of an item that seemed to be a good idea but just didn't find enough of a marketing niche to make it?