IRVINE, CA -- On the heels of the California Avocado Commission's debut of the groundbreaking California Avocado Grower campaign, the commission will unveil plans to build upon the campaign responding to evolving consumer trends at this year's Produce Marketing Association convention in Orlando, FL.

Reaching Latino consumers, especially in Southern California, is an important part of the Chilean Avocado Importers Association marketing program. "We recognize that Latino families are an important target for us, because they are heavy users of avocados and because we have seen such a positive response from them," Maggie Bezart, the association's marketing director, said in a press release.

Supreme Cuts LLC, a premier processor and distributor of high-quality pre- cut vegetables based in Mahwah, NJ, has received a "Superior" from the American Institute of Baking during its recent food-safety audit.

The audit, which is conducted by specially trained food-safety auditors, analyzed all aspects of the company's food-safety practices and awarded Supreme Cuts the prestigious rating based on the company's outstanding programs and practices in place, as well as its commitment to providing safe, high-quality products to consumers.

Monterey Mushrooms Inc. is launching its "Sun Bella" brand mushroom, which it says is the first fresh mushrooms to provide at least 100 percent of the recommended daily intake of vitamin D in a single, three-ounce serving (about four or five mushrooms) through a natural sun ripening process.

West Sacramento, CA-based JC Produce, an independent statewide distributor of fresh produce and other perishables in California, is going out of business.

John Tedesco, who was formerly the chief financial officer of the company, confirmed to The Produce News an Oct. 15 story in the Sacramento Bee newspaper that the company would make its final delivery on Friday, Oct. 17. Mr. Tedesco, who retired several weeks ago, has returned to assist JC Produce in closing the business, which he hopes will be completed by the end of the year.

We have the product, now we need to protect it.

We are at a crossroads in the produce industry and we must act now if we are to ensure the stability and profitability of our industry. In light of tough economic times, it is more important than ever to consider technologies with the potential to affect our bottom lines.