Avocados From Mexico Inc., the newly formed marketing agency dedicated to the Mexican avocado industry, is allocating $36 million to grow the category and propel the "Avocados From Mexico" brand.

To implement this strategy, Tim O'Connor, chief executive officer of Avocados From Mexico Inc., will appoint Arnold Worldwide as integrated agency of record, and Ketchum as public relations agency of record. Launching nationally beginning in July 2013, the organization's first fully integrated campaign aims to move the avocado from exotic to everyday.

Gary Margolis, owner and president of Gem Tomato & Vegetable Sales Inc., headquartered in Boca Raton, FL, told The Produce News that its Arkansas growing partner, Triple M Farms, is a fourth-generation family-owned operation and a partnership between the Meeks and Moffatt families in Milo, AR.

Autumn L. Campbell is a sales representative for Delta Blues Farms headquartered in Wynne, AR. The company was founded in November 2009 by Kim Matthews, who with her husband, Terris, owns Matthews Ridgeview Farms, a major sweet potato grower and marketer, also located in Wynne.

Bi-Lo Holdings LLC, parent company of the BI-LO and Winn-Dixie grocery store chains, has entered into a definitive agreement with Delhaize Group, under which Bi-Lo Holdings will acquire substantially all of the stores in the Sweetbay, Harveys and Reid’s supermarket chains from Delhaize for $265 million in cash.

Earthbound Farm, an organic food company based out of San Juan Bautista, CA, recently announced the promotions and hires of several staff members.

CRAIG HOPE was promoted to chief customer and marketing officer and is now responsible for leading the marketing organization in addition to the sales organization. Mr. Hope joined Earthbound Farm in 2010 as chief customer officer. He has 25 years of experience in consumer packaged goods sales organizations and previously held the role of customer vice president at Kraft, Nabisco and Distant Lands Coffee.

The Mushroom Council's inaugural "Swap It or Top It" summer promotion will challenge consumers to transform their typical summer grilling recipes into healthier versions, by adding mushrooms. The contest kicks off June 1 and offers participants a chance to win $5,000.  

"The trend is to blend" Mushroom Council President Bart Minor said in a press release. "Mushrooms and meat are a natural pairing, and this contest will elevate the concept with the consumer while increasing mushroom sales."