"I'm the world's worst consultant," joked former Wal-Mart produce and perishables executive Bruce Peterson. "Ninety percent of the people I have talked to, I have convinced them that they don't need me."

Former Wal-Mart executive Bruce Peterson is launching a trace-back initiative with fellow consultant Michael McCartney as one of the initial projects in his post-Wal-Mart career.

Mr. Peterson said that within 30 days he expects to have a further announcement that will shed more light on both the funding and scope of the project. "Right now, [the funding] is not that important. I'm lucky that I can work on something I really enjoy," he said.

Aguacateros Integrados de Michoacan, an avocado growing, packing and marketing organization headquartered in Michoacan, Mexico, produces some 10 million pounds of avocados a year in "certified orchards," according to a written company profile. Of that amount, 15 percent is sold in the national market in Mexico and 80 percent is exported to the United States, Canada, Europe, Japan and Central America.

Los Alamitos, CA-based Frieda's Inc. has launched Super Fruits: Antioxidant Rich Fruits, a new line of sweet superfruits.

The launch has started with one fruit: dried goji berries infused with the sweet flavor of pomegranate. The line eventually will include two or three other products, said Frieda's President Karen Caplan. In mid-summer, Frieda's will enter the next phase of the rollout, she said.

John Livacich of Rialto, CA, died May 1 in Placentia (CA) Linda Hospital, leaving behind a trail of friendships in fresh produce he cultivated over his 50-plus years in the industry. He was 76.

Anton Caratan & Son, Four Star Fruit Inc., Delano Farms Co. and Sun Fresh International jointly announced a new late-season green seedless table grape called Pristine.

Pristine was developed by Anton Caratan after more than 20 years and over 225,000 cross breeds. The result is a new late variety that produces large, crispy grapes that have all the characteristics retailers covet, including long shelf life.