HOUSTON -- The same error is made in virtually every supermarket, every day of the year, by almost every checker. A loose apple, tomato or onion is scanned at the wrong price. The harried checker sees a Royal Gala coming at her and because she is familiar with the price lookup number for the more popular, and less expensive, Red Delicious apple, that's what she uses while weighing the apple. Or maybe it's an organic orange that gets weighed as a conventional one. Or cluster tomatoes that get mistaken for medium round.

Numerous wildfires throughout a wide area of Southern California but primarily in various locations of northern San Diego County were raging out of control Tuesday Morning, Oct. 23.

The fires had already damaged and, in some instances, devastated numerous avocado groves in various growing areas over the previous couple of days, and additional acreage was threatened as dry conditions and fierce Santa Ana winds continued to spread the fires more rapidly than firefighting crews could contain them.

HOUSTON -- Sunkist Inc. has entered the premium juice category with the launch of "Sunkist Naturals," a line of nutrient-rich smoothie beverages that was introduced at the Produce Marketing Association Fresh Summit, here.

The product line will be available in eight flavors in two sizes: a single-serve 15.2-ounce version as well as a one-liter size. Both sizes come in an attractive, sleek bottle, which lists the nutritional benefits. For example, Berry Cherry Bountiful is touted as being high in antioxidants and vitamins A, C and E.

HOUSTON -- A flourishing Chilean blueberry export trade received an additional shot in the arm last season when grower-exporters volunteered to contribute an additional $100,000 beyond their check-off agreement toward the North American public relations effort by the Chilean Fresh Fruit Association. This helped move a 34 percent increase in Chilean blueberry exports last season.

Divine Ripe, a Hidalgo, TX-based distributor of tomatoes, will ship product year round, according to Marco Jiminez, president of the company.

Mr. Jiminez, who began his career 11 years ago with his family's company, Bonanza, started Divine Ripe after splitting from Bonanza two years ago. He has since built his volume and uses "four or five big growers and some smaller growers" in various regions of Mexico. "I now have year-round supply on our own box," said Mr. Jiminez. "We have both round and Roma, with the majority (80 percent) being Romas."

ORADELL, NJ -- The Produce News has added a number of new features to its web site, including a Buyer's Watch column with full and specific commodity information via a direct link to Pro*Act.

In addition, visitors to www.theproducenews.com are now able to view full photo pages of industry events taken from current pages of The Produce News. Like all articles on the site, these photo pages will be archived so that visitors may view them at any time.