The new Mexican produce branding entity Eleven Rivers is gearing up for the launch of product, which it expects to occur in early January.

Brand representative Fernando Mariscal said the operation will not be rushed into branding product before it makes sense so that start date could be fluid. Eleven Rivers is a new branding concept that was launched during the Produce Marketing Association convention in Florida in October.

NOGALES, AZ — Fresh Farms, here, which has grown steadily since its founding in 2006, will see additional growth on most commodities for the 2010-11 season, according to Jerry Havel, director of sales and marketing.

In squash, "we are getting to be one of the larger shippers" in the Nogales deal, he said.

Originally established just a year ago to market some of the grapes, melons and squash for two agricultural operations owned by the Molina family of Hermosillo, Mexico, which owns Fresh Farms, the company has since broadened to represent additional growers as well.

Cris-P Produce Co. Inc. in Nogales, AZ, which was incorporated in 1990, has changed its name to Wholesum Family Farms Inc. to better reflect the company's exclusive focus now, on organically grown produce as well as the fact that it is a family business and most of the produce the company handles is grown by family members.

The company has also launched a new label for its organic produce, "Wholesum Harvest," replacing the “Natura” organic label used previously.

Melon quality was very high and the market strong as Guatemala's melon deal commenced in late November.

Louis Kertesz, vice president of Fresh Quest Inc. in Pompano Beach, FL, said Nov. 29 that his firm received the season’s first Central American melons Nov. 19.

"The quality right out of the gate was, on a scale of one to 10, a nine-plus. We have great sugars."

Having spent 13 years with Fresh Del Monte Produce Inc., in early November, Mike Shields rejoined the staff at Pompano Beach, FL-based Central American Produce Inc. as director of new business development.