California Giant Berry Farms in Watsonville, CA, a leading producer and marketer of strawberries and other berries, is focusing its promotional efforts not so much on retail-specific programs as on consumer outreach, mainly through social media and other internet channels, according to Cindy Jewell, marketing director.

“We are doing a lot with consumers,” Jewell said.

In early March, Chip Jetter, president of Garden Fresh Distribution Service Inc. in Pompano Beach, FL, told The Produce News that the company was gearing up to start its watermelon program in early April.

“We’re about to get real busy,” said Jetter. “We jokingly call the period from the first of May through July 4 the ‘100-day watermelon war’ because it is when the demand is the strongest.”

In preparation for the start of the California stone fruit season in early May, fresh-cut peach and nectarine processor Fresh Fruit Cuts, located in Fresno, CA, has made numerous facility upgrades to increase efficiency and volume.

Dan Schatz, general manager at DNE World Fruit Sales, said the company’s fruit has reached the peak of perfection. “Our current fruit is at peak flavor and eats like candy,” he told The Produce News.

Bernard Egan & Co./DNE World Fruit Sales is the largest marketer of Florida fresh citrus and is one of the largest independently owned citrus marketers in the world. DNE is located in Fort Pierce, FL, and shipping operations outside of Florida are found in Texas, Arizona and California. An import sales office and shipping facility are also located in New Jersey.

W.P. Produce Corporation has been moving a full line of tropical produce from its operations in Miami, FL, since 1984. The company was created by Founder and Chief Executive Officer Willy Pardo and his daughter, Desiree Morales, who serves as vice president. The company’s commodity manifest includes a broad list of tropical fruits and roots. W.P. Produce has partnerships in place with Florida producers of boniato, Florida avocados, guava and mamey.

“At this point, we are expecting a smooth transition moving northward this season,” Calvert Cullen, president of Northampton Growers Produce Sales Inc., headquartered in Cheriton, VA, told The Produce News on March 21.

However, the company, as with many other growers in Florida, took a hard hit with early pepper production due to freezes earlier in the year that caused a major bloom drop and numerous other issues.