A series of strong storms have pelted the growing regions in California and Arizona the week of Jan. 18, and although there are expected to be effects, market prices had not yet risen by Jan. 20 for most crops.

Virtually all the growing regions in California and Arizona were affected as the storms began Sunday, Jan. 17, and were expected to last all week. In fact, at press time, what was expected to be the strongest storm was still sitting offshore with landfall predicted for Thursday and Friday, Jan. 21 and 22.

The year is off and running. Welcome to another decade of produce industry challenges and opportunities. Are you having fun yet?

Before you get too far ahead of the game, first consider a few "stop signs." Stop getting tied up with details and red tape. Stop making it difficult for customers to spend money with you. Stop trying to sell people what they do not want. Stop promising what you cannot deliver. Stop assuming customers will stay with you forever. Stop difficult and confusing sales programs. And finally, stop complaining, moping and frowning.

PHILADELPHIA -- There is not much that is lost on Tracie Levin.

For example, she enjoys the symmetry that her family business, M. Levin Co. Inc., based here, has with a large part of its sales going to first-generation immigrants. She noted that her great-grandfather Mike Levin was just such an immigrant when he arrived from Lithuania. In 1906, he began supporting his family by selling produce from a pushcart in Philadelphia, as is essentially the case with M. Levin's customers in 2009.

Comprehensive immigration reform was the main topic of discussion at a Jan. 14 meeting between Sen. John McCain (R-AZ) and officials from the Western Growers Association.

"The senator invited us to meet with him so he could learn where we stood on a number of important issues," said Tom Nassif, president and chief executive officer of the California and Arizona grower-shipper association.

TALLAHASSEE, FL -- Florida Commissioner of Agriculture Charles Bronson has requested and received from the state's governor an Executive Order extending for an additional seven days a state of emergency to assist farmers dealing with crop damage from the freeze.

The Jan. 19 order directs the state Department of Transportation to extend the lifting of weight, height, length and width restrictions for commercial vehicles transporting vulnerable crops to processing sites.

Jolly Green Giant and Tony the Tiger, meet Misty the Garden Pixie.

Plant City, FL-based Wishnatzki Farms has debuted "Wish Farms," a new brand for its fresh produce products. The new consumer label, featuring Misty the Wish Farms Garden Pixie, will replace the "Wishnatzki Farms" label on the company's strawberries, bell peppers, squash, cherry tomatoes and grape tomatoes sold in grocery stores.