Now more than ever is a great time to promote the value of a relatively inexpensive fruit. According to Gordon Hunt, director of marketing for the National Watermelon Promotion Board, the Orlando, FL-based group enjoyed success with retailers last year by encouraging merchandising watermelon's low cost per pound.

With unemployment still high and the nation still suffering a difficult economy, the message will be stronger than ever in 2010.

Mission Produce in Oxnard, CA, announced in mid-February the grand opening of its latest ripe center in Toronto.

Mission, a global avocado packer-shipper, has strategically built state-of- the-art avocado ripening facilities in major U.S. markets. Toronto becomes the first in Canada, and the eighth overall, following centers in Oxnard, CA; Denver; Dallas; New Jersey; Chicago; Atlanta; and Seattle.

Ballots are being mailed Feb. 15 to decide whether the California Cut Flower Commission will continue to operate.

The referendum is required every five years by legislation establishing the commission in 1990. California growers who sell flowers and grossed at least $500,000 in sales in 2009 are eligible to vote.

When Stephanie Simek graduated from American University in Washington, DC, in 2002, a career in the produce industry was not on her radar.

"I never thought I'd work in produce, absolutely not," she said.

Ms. Simek, who received her degree in international marketing, thought she would "end up in some corporation," but after a few years of corporate work, she "ended up in the wonderful land of produce marketing, and it is much better suited to me."

Cindy Seel, executive director of the Produce Marketing Association's Foundation for Industry Talent, is leaving her post March 5 to take a new association job in the Atlanta area.

Ms. Seel will serve as executive vice president of the Printing & Imaging Association of Georgia, starting next month, and will trade in her frequent travel schedule for a one-mile commute from her Smyrna, GA, home. At her new job, Ms. Seel said she will lead the association's member value and marketing efforts and resuscitate a "dormant" foundation.

"New for spring 2010 will be the 'Kumato' grape tomato," said Chris Veillon, marketing manager for Mastronardi Produce Ltd., headquartered in Leamington, ON. "It has the same characteristics as the regular 'Kumato' only in grape format, and it's even sweeter. We are also launching our new ready- to-eat facility that will prewash all of our new 'Sunset Kidz MiMi' candy tomatoes. The price point will be less than a chocolate bar, likely 99 cents a pack. Each pack is three ounces.