West Coast Distributing, headquartered in Boston, hired Erica Fasanelli as a sales assistant.

In her new role at West Coast, Fasanelli is responsible for assisting the sales team with orders. Prior to joining the company, she worked for a nursery and daycare center for two years. This is her first job within the produce industry.

Fasanelli currently resides in Malden, MA. Outside of work, she enjoys going to live shows and concerts, as well as watching movies.

In the most aggressive marketing plan yet for Mexican avocados in the United States, Avocados from Mexico — which expects to capture a 70 percent market share for the current marketing year, has plans to run eight major promotions this season in what Avocados from Mexico President Alvaro Luque called “the boldest plan we have ever had.”

C&S Wholesale Grocer’s bid to purchase Associated Wholesalers Inc. and its subsidiaries has been approved. AWI, a regional cooperative food distributor based in Robesonia, PA, operates two distribution centers in Pennsylvania and also provides retail services to its customers and members. Its subsidiaries include White Rose, which operates three distribution centers in New Jersey, and Nell’s Shurfine Markets, which operates four retail stores.

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.