One trend contributing to the explosive growth of the avocado category can be summed up this way: Holy guacamole, it’s not just for Mexican food anymore. That, coupled with the positive message consumers have taken to heart about the health benefits of avocado consumption, is music to the ears of Fresherized Foods.

The company is headquartered in Fort Worth, TX, and markets its diverse and flavorful “Wholly Guacamole,” “Wholly Salsa” and “Wholly Queso” branded line to retail and foodservice customers. The line was created six years ago.

With steady supplies rarely affected by weather, carrots are something of a hardware item in the produce department.

Eric Proffitt, sales manager for Grimmway Farms, Bakersfield, CA, said the forecast for this year’s spring deal from Imperial Valley will do nothing to alter that impression. “We just finished up the winter crop in Kern County and have moved to the Imperial Valley right on time,” he said  Wednesday, Feb. 27. “The crop looks good and we expect supplies to be steady throughout the spring.”

Lou Holtz, one of the most accomplished men in the history of college football, will be the keynote speaker at the Southeast Produce Council’s 10th annual Southern Exposure trade show in Orlando, FL, Feb. 28-March 2.

Coach Holtz piled up a career record of 249-132-7 and won a NCAA National Championship with Notre Dame in 1988.

Hass avocados have generally been alternate bearing, so it is a bit unusual to have two large-volume crop years in a row. But last year's California avocado crop came in at about 460 million pounds, a substantial increase over the prior year, and an even larger crop is anticipated this year.

Tad Thompson, a veteran produce industry journalist who most recently worked as business development manager at the Philadelphia Wholesale Produce Market, announced that he has formed a new consultancy, Globalview Consulting LLC.

Sage Fruit Co., headquartered in Yakima, WA, will talk about a number of exciting marketing programs during Southern Exposure 2013. The company will be available at booth 1014 and will be represented by Chuck Sinks, president of sales and marketing; Chuck Yow, vice president of sales for the Southeastern region; and Kevin Steiner, vice president of sales for the Northeast.