Watsonville, CA-based California Giant Berry Farms just spent a week in Rockefeller Center bringing the authentic Wimbledon experience to fans in the heart of New York City as part of a promotion with the HSBC Presents Wimbledon 2009 at Rockefeller Center event.

Throughout the week, partners in the promotion gave fans a taste of all the tournament has to offer including the famous tradition of enjoying fresh strawberries and cream.

WASHINGTON -- By the end of the month, the government will issue commodity-specific guidelines for tomatoes, melons and leafy greens - just one of several new food safety initiatives announced July 7 by the Obama administration.

Top officials, including Vice President Joseph Biden, announced the findings of the Food Safety Working Group at a White House press conference. Created in March to advise President Obama, the group has been working on ways to improve food-safety regulation and coordination among the 13 agencies that regulate foods.

The sky is certainly the limit for Marcus Koornneef, both in the produce industry and in life in general.

Mr. Koornneef, 23, currently handles sales and purchasing for Toronto-based Koornneef Produce Ltd., and even though he remembers being exposed to the produce industry since he was old enough to walk, he still wanted to try other occupations before committing to the trade.

BONITA SPRINGS, FL -- After a decade of bad news, the beleaguered Florida citrus industry finally had cause for celebration at its annual conference held here June 24-26.

Experts called the bankruptcy sale of two SK Foods processing plants a tremendous bargain June 26 when the U.S. Bankruptcy Court in Sacramento, CA, approved an Asian company's offer of $39 million.

Giumarra Cos. has entered into a new partnership with Campo Pablo Borquez S.A. de C.V. to market asparagus in North America.

Campo Pablo Borquez has been growing green asparagus in Caborca in the northwest part of the state of Sonora, Mexico, since 1988. In 1999, it opened a new production facility in the Yaqui Valley near Obregon City, located south of Sonora.