One of the larger U.S. celery producer has taken fresh-cut celery to new levels of sophistication.

"Anyone can buy celery and cut it with a knife, put it in a bag and put it on a shelf," said Bill Munger, manager of foodservice and fresh-cut sales for Duda Farm Fresh Foods Inc., based in Oviedo, FL.

Consumers say that taste does matter. In a variety of surveys, consumers overwhelmingly select taste as a top priority when selecting produce, and seed producers have responded with a new variety of cabbage that was recently tested and released. The variety is a pointed-head, sweet cabbage that addresses the consumer preference issue of improved taste.

GUATEMALA CITY -- One of Guatemala's larger melon grower- exporters, Agricola La Labor S.A., is increasingly focusing on the U.S. market vs. the European market and has created a strong logistical position in serving the United States.

Ricardo Alfaro, whose family owns the melon company, said that he is chartering Green Reefers ships for deliveries to port Manatee, FL, and San Diego, CA. The firm, which is more casually known as Alfaro Melons, consolidates customer loads and affirms quality for customers in cold storages located at the two ports.

A Californian with purchasing power has likely heard of and participated in the California Grown campaign to buy California-made and California-originated products.

Nowhere are the efforts more evident than in the Coachella Valley, where the marketing thrust started as a grass-roots effort undertaken by growers.

Mary Wallace Teague's trips to the grocery store have changed a little since she joined the International Fresh- cut Produce Association in Alexandria, VA, as its manager of membership services in October.

"I spend way more time in the produce section," she said.

Already a big fruit and vegetable eater, Ms. Teague now takes a more specific interest in what IFPA's members are selling and how they are packaging their products as well as keeping an eye out for potential new members for the organization.

Aunt Mid Produce Co., based on the Detroit Union Produce Terminal, has enjoyed great success with the dressing line it debuted in 2005. The six-flavor line of all-natural dressings complement Aunt Mid's extensive cut product offerings, which can be customized to the firm's clients' requests for cut size and style and for the blends of products such as in mixed lettuce salad items.