The Peruvian Asparagus Importers Association has joined the Produce Marketing Association to develop a closer working relationship with the various members that constitute a majority of asparagus sales in the retail and foodservice market segments.

In 2003, supermarket sales of fresh asparagus were estimated at $543 million, or more than 1 percent of total produce department sales. Sales through the foodservice sector are currently estimated at more than $200 million annually.

SALINAS, CA -- Though in its ninth year, the award-winning "Wholeaves" product line of Mills Family Farms, here, has much room for growth, say brothers Jim and Dave Mills, co-senior vice presidents of the company.

Mills has spent much time refining the production process and concentrating its "Wholeaves marketing efforts on foodservice. The Arby's restaurant chain is an example of a national foodservice account that uses the "Wholeaves line.

Spongebob Squarepants, the beloved cartoon character, will soon appear on retail packages of Boskovich Farms spinach as "Spongebob Squarepants Spinach."

On license from Nickelodeon, Spongebob is set to make his debut during the second week of August, with rollouts in California, Dallas/Ft. Worth and Chicago markets.

The Oxnard, CA-based grower-shipper-processor of premium quality produce items is primarily targeting parents who are looking for easy ways to offer their children more nutritious foods.

Cynthia Kerr, director of marketing and new product development for Premium Fresh Farms LLC in Salinas, CA, resigned her position effective July 1 to relaunch her consulting business, Kerr Consulting Group.

"Premium Fresh Farms gave me an excellent opportunity to establish their marketing department. I really enjoyed contributing to business development within the buying group and national account communities," she stated.

Ralph's Grocery Co., a division of The Kroger Co. in Cincinnati and two chains it operates have been cited for state violations in stores in California for falsely advertising grapes grown in Mexico as California-grown grapes.

The first set of infractions involves 48 Food 4 Less and Foods Co. stores. The infractions involved advertisements that went out in June 29 store fliers and on the Food 4 Less/Foods Co. web site that show seedless green grapes selling for 67 cents a pound -- well below the market for California-grown seedless green grapes.

With his easygoing demeanor and soft-spoken words, it's hard to believe that Andres Ocampo can thrive in the sometimes-cutthroat world of produce.

But Mr. Ocampo, who is director of operations for the Plantation, FL-based Caliman International, has other qualities that enable him to lead the burgeoning company on its path of prosperity.