Mushroom Council board members met in Kennett Square, PA, to finalize a new marketing plan to focus on the enormous market potential of mushroom blendability, which will be the primary focus of the its marketing efforts. The new targeted approach will develop mushroom blendability pilots, promotions and events in retail and foodservice. This is a shift away from the nutrition communication and influencer platform previously performed by the council to a focused market activation strategy.

Honeybear Brands has unveiled TruEarth, the latest step in the company’s ongoing commitment to earth-friendly and best-practices growing. Developed in conjunction with the Integrated Pest Management Institute of North America, TruEarth protocols represent a thoughtful and conscious approach to farming for the good of the land, grower communities and consumers. They’re also intended to help protect the at-risk honey bee population.

With California’s coastal and San Joaquin Valley vegetable deals winding down prior to the volume coming on in the desert deals, many items are in a demand-exceeds-supply situation that could remain in effect through Thanksgiving.

On Monday, Oct. 27, the Iceberg lettuce market hit $20 f.o.b. and there is every indication it could go much higher over the next couple of weeks. While demand was solid the week of Oct. 27-31, it will only increase as the Thanksgiving pull is felt. Thanksgiving demand is expected to pick up around Nov. 11 and supplies are expected to be short.

The conversation about healthy food choices is “pervasive among most Americans” who generally recognize that “fruits and vegetables are building blocks for a healthy diet,” said Emiliano Escobedo, executive director of the Hass Avocado Board in Irvine, CA. Yet “despite what we all know,” studies show that most Americans are still not yet consuming as many fruits and vegetables as suggested by dietary guidelines and continue over-consuming sodium, sugar and saturated fat.

On Oct. 30 The Fresh Produce Association of the Americas, based in Tubac, AZ, held its opening fiesta and networking event on the Plaza at Tubac Golf Resort & Spa. The FPAA convention convened that day with an education session. Friday, Oct. 31 was to bring the first day of a two-day golf tournament and a Gala Event, as well as the “Pillars of the FPAA” awards ceremony.

The California date industry in its promotional efforts focuses on a series of special events at various times of the year, beginning with participation at the Produce Marketing Association’s Fresh Summit expo, which was held in Anaheim, CA, this year.