BEDFORD PARK, IL — “I am a finance and brand guy,” said Mark Thomann, the chief executive officer of FarmedHere LLC.

Such credentials may be unexpected for someone taking the earthy concept of locally grown produce to new heights, but a focus on financial sustainability and sophisticated branding may be a critical ticket toward the category’s broad future.

California's table grape industry is alive and thriving. Barry Bedwell, president of the California Fresh Fruit Association, provided The Produce News with a snapshot of the industry and the ways in which it is evolving.

“California's table grape crop value has continued to increase in recent years and has been more than $1 billion each season since 2004. Today, it is estimated at $1.8 billion.”

Sesame Street’s Oscar recently helped Giumarra get the word out to children and their parents to eat more produce. The company displayed its "Nature’s Partner" branded watermelons at Grocery Outlet’s annual sponsored produce “Freshtival,” held June 5-7 in select regional stores serviced by Portland-based United Salad.

Retailer Bob Mariano kicked off the United Fresh Produce Association convention in Chicago with a rousing endorsement of brick and mortar food retailing, though he admitted adaptation is the key to success, as it always has been.

But the current chairman, president and chief executive officer of Roundy's Inc., a Midwest supermarket chain based in Milwaukee, WI, does not believe supermarkets will take the path of bookstores in the face of online retailing. He believes the sensory nature of food will always resonate with consumers and they will want that hands-on experience.

Continuing a theme that has played out with virtually every California crop this year, Westside melons should hit the market early this season, at least a week ahead of the usual harvest date.

United Fresh 2015 attendees packed the Crystal Gardens at Chicago's famed Navy Pier June 8 for a spectacular opening reception before the trade show kicked off June 9.