Move over, Denise Austin. A giant Idaho potato on a flat-bed truck is taking center stage in this year's Idaho Potato Commission television advertising campaign.

Make no mistake, Ms. Austin, the famous fitness guru who has been celebrity spokesperson for Idaho potatoes for several years, will continue in that roll and will be involved with the commission in a number of programs.

According to the Agricultural Marketing Resource Center, over the last two decades the strawberry industry has experienced a huge increase in the rate of consumer consumption of berries.

This summer, Central Produce Distributors, headquartered in Payette, ID, joined Certified Onions Inc. "This season, we'll be fully ramped up and going," General Manager Ray Burzota told The Produce News on Sept. 6.

“We look forward to increased availability again this year as we continue to focus on our imported berry program,” said Cindy Jewell, director of marketing for California Giant Berry Farms headquartered in Watsonville, CA. “If weather cooperates, we are expecting our volumes to increase by between 15 and 20 percent over last year.”

Porterville, CA-based Homegrown Organic Farms announced that SETH TILLERY has been hired for the newly created role of grower relations and operations manager for the San Joaquin Valley, effective Aug. 29.

In a company press release, Scott Mabs, director of marketing, said that Mr. Tillery’s new position is a great opportunity for the company to better serve its growers in a more comprehensive manner.

In the late summer early fall period — when Brazilian mangos dominate U.S. imports — the market is typically firm, but this year it is as strong as any season in recent memory and there is no let up in sight.