With a shorter crop this year than in 2013, the California avocado industry anticipated an earlier finish to the shipping season, with heavy volumes well into August but declining the latter part of the month and only moderate availability thereafter.

Due to the lighter supplies and the earlier finish, the California Avocado Commission will not carry its promotional activities as late into the season this year as it did in 2013, but those efforts will continue through Labor Day.

Quebec-based Hydroserre Mirabel Inc., Veg Pro International Inc., and Vergers Paul Jodoin Inc., all recently expanded their product lines, offering consumers new varieties, new packaging and new size options.

Hydroserre Mirabel Inc. of Mirabel, Quebec, recently introduced three new types of Salanova lettuce: Oakleaf, Fleur de Mirabel and Frisé, all available in red and green in a dual package. These varieties are not on retail yet, but can be obtained through a distributor. 

The Quebec Produce Marketing Association has implemented a new marketing plan for the “I Love” campaign, focusing more on public relations and partners in the industry. Opportunities for industry to participate and help in the promotion of fresh produce are numerous.

As part of its national brand strategy, the Canada Organic Trade Association has launched the “Think Before You Eat, Think Canada Organic” campaign. The promotion, funded in part by Growing Forward 2, will highlight to Canadian consumers the benefits of choosing Canadian organic products.

The Fresh Produce Alliance has unveiled a new website to highlight the focus of the Alliance on improving the business climate for the fresh produce industry. FPA is a joint initiative of the Canadian Produce Marketing Association, the Canadian Horticultural Council and the Fruit and Vegetable Dispute Resolution Corporation.

According to Anne Fowlie, executive vice president of the Canadian Horticultural Council, the council has had a busy year. CHC has been closely monitoring many files, including The Agricultural Growth Act (Bill C-18) as it makes its way through the House of Commons.

CHC is also involved with the Regulatory Cooperation Council in regard to the Financial Protection of Produce Sellers action item.