The harvest season is underway at McAllen, TX-based Val Verde Vegetable Co., but greens aren't all that's fresh. Val Verde recently launched a new corporate identity, expanded product lines and made equipment upgrades, according to a Dec. 19 press release.

TORRINGTON, CT -- A food bank in Connecticut got an early Christmas gift, courtesy of a promotion engineered by Bartolotta Inc., a produce brokerage company based here.

WASHINGTON — A free, on-line tool can help small- and medium-sized growers meet food-safety requirements for large buyers who want to purchase certified sources of local produce, said Jim Slama, president of the non-profit FamilyFarmed.org, during a Dec. 15 press conference.

Humberto Jose (Bert) Monteverde Larriva, founder of Nogales, AZ-based H.M. Distributors Inc. and former chairman of the Fresh Produce Association of the Americas, passed away peacefully Dec. 9 after a battle with lung cancer, according to a brief biography of Mr. Monteverde furnished to The Produce News by his family.

Monterey, CA -- Pro*Act, one of America's leading distributors of fresh produce to the foodservice industry, announced Dec. 15 the addition of Kelly Jacob to the management team in the newly created position of vice president of retail sales. Pro*Act's strategic plan calls for diversification to many industry segments, including retail. The company plans to increase the focus on retail, and Ms. Jacob will be leading that charge, according to a company press release.

Broccoli and cauliflower supplies have not caught up to demand as a result of the early December freeze that raked several California and Arizona production areas.

Denny Donovan, sales and general manager of Fresh Kist Produce LLC, headquartered in Salinas, CA, told The Produce News Dec. 15 that buyers were backing off a bit in anticipation of weakening in the market, but it still would be north of $20 per carton for both of those items. "I noticed a little reluctance [to buy] this morning. They are expecting to get some better deals next week," he said.