The f.o.b. price on Iceberg lettuce soared the third week in January as growers continued to fight disease problems which have significantly reduced yields over the past several weeks, especially in the Yuma, AZ, area, which is a major provider of winter lettuce and other vegetables.

WASHINGTON -- First lady Michelle Obama joined Walmart officials Jan. 20 at a Washington community center to announce that the nation's largest grocer will push suppliers to reformulate their processed foods to make them healthier and slash prices on fresh fruits and vegetables to make them more affordable.

"No family should have to choose between food that is healthier for them and food they can afford," Bill Simon, president and chief executive officer of Walmart U.S., said in a statement.

Growers and researchers from 14 countries will gather in early February in Tampa, FL, for the 30th annual meeting of the North American Strawberry Growers Association in conjunction with the seventh annual North American Strawberry Symposium with a focus on "Sustaining Strawberry Production through Science."

The combined meeting will be held Feb. 8-11 at the Westshore Doubletree Hotel in Tampa, featuring speakers from a dozen states and 14 countries. The keynote speaker will be marketing expert Bill McCurry.

DINUBA, CA -- Doug Reader, chief financial officer of Fruit Patch Inc., here, and its sister company Fruit Patch Sales LLC was recently named chief operating officer in addition to his responsibilities as CFO.

The announcement was made in a Fruit Patch press release Dec. 29, just days after the Dec. 20 departure of the company's president, Scott Wallace, although Mr. Reader told The Produce News that he had been designated COO before Mr. Wallace left. Reasons for Mr. Wallace's departure were not mentioned.

As the saying goes, "I have a website, therefore I am." With this in mind, the America Trades Produce Conference announced in mid-January the launch of its official website. Plans continue to move forward on agenda items geared to solving trade issues and perfecting the U.S.-Mexico supply chain. Information about the annual event, updated agendas, speaker lists and registration for the conference are all available at www.americatradesproduce.com.

MONTE VISTA, CO -- Heightened demand created by a nationwide shortage of potatoes has resulted in increased shipments for San Luis Valley shippers, according to figures provided by the Colorado Potato Administrative Committee's Jan. 11 edition of Spud Facts.

Colorado sheds had seen 12,389 2010 crop loads shipped through December, compared to 11,955 loads during the same time in 2009. In fact, the 2010 number was the highest in at least five years.