Top-performing retailers generate up to three times more apple category dollars even after equalizing for store size, according to a new analysis released by CMI. The report assesses the key differences between top- and bottom-performing retailers in U.S.

Sambrailo Packaging in Watsonville, CA, is “a full-service packaging supplier for the berry and fresh vegetable industry here in California, and we also have locations in Mexico,” according to Jim Scattini, vice president of sales and marketing. “We are now in our 91st year,” and berries have a major focus of the company “for probably the last 45 years.”

Every season is different, but this season, at least early on, is bringing unusual challenges to the industry and to suppliers to the industry such as Sambrailo.

It has been two years since Pacific AgPak, a leading provider of plastic consumer packaging for strawberries and other produce, relocated from Exeter, CA, to a new 50,000-square-foot facility in Watsonville. The facility has enabled Pacific AgPak to improve customer service and reduce turn-around times for strawberry shippers, according to President Dave Baum.

Can you imagine an amateur community choir from Aptos, CA (population 6,600), 10 miles up the coast from Watsonville, being invited to perform in the Vatican as part of an observance marking the 500th anniversary of the founding of the Vatican Choir?

The California Strawberry Commission’s is focusing on integrating many of its marketing efforts for 2014 around two themes, according to Carolyn O’Donnell, communications director. One is “365 days of California strawberries” and the other is “your life becomes better just by adding California strawberries.”

The Produce News talked to O’Donnell Jan. 24, one day after the commission’s budget and activity plans for the 2014 fiscal year had been adopted in board meetings.

CBS Farms LLC in Watsonville, CA, which has strawberry production in both Oxnard, CA, and Watsonville, has a new grower in Oxnard this year and has added organic strawberries to its Oxnard program.

Previously, the company had organic strawberries from Watsonville but not from Oxnard. “Now we are going to have organics year-round,” said Charlie Staka, director of sales.

CBS handles strawberry sales for Watsonville-based Colleen Strawberries Inc. and Beach Street Farms LLC.