The fourth Eastern Produce Council Leadership Class will continue its broad education in the industry at Cornell University’s Foundational Excellence Future-Leaders-In-Produce program during the New York Produce Show on Nov. 29. This career-building one-day overview provides an immersion into the structure and operations of the produce industry, including topics such as food system economics, product and information flows, consumer and competitive trends, and other critical industry issues.

The New York Apple Association’s new marketing plan focuses on increasing the awareness and sales of New York’s superior tasting apples through trade and consumer programs.

Veteran California vegetable salesman Mark McBride is pretty blunt about what he has witnessed over the last several weeks with the leafy green market. “If anybody tells you they’ve seen this before, they are lying,” said the Coastline Family Farms sales executive with close to five decades of experience. “I’ve never seen anything like this before — not even close.”

Ocean Mist Farms Brussels sprouts are currently headed into the peak fall crop, just in time to meet shopper demand during the busy holiday season. Known for their Gold Standard Artichokes, Ocean Mist Farms also provides high-quality Brussels sprouts, which are being harvested out of Castroville, CA, through January, and will be coming out of Coachella and Mexico beginning in late-December.

West Pak Avocado, a grower, packer and distributor of premium avocados, added Jennifer Zendejas to its sales team. As director of sales and business development, Zendejas’ responsibilities include partnering with new retailers, building relationships and helping them develop their avocado category. She will work at a national level to secure new business for West Pak and help grow the company’s market share.

Western Growers is debuting a documentary short video online for Thanksgiving that demonstrates the care California farmers put into growing the food that will be consumed this holiday season.