VALUE-ADDED CUTTING INTO COMMODITY

OAK BROOK, Ill. -- Value-added produce is cannibalizing sales of some commodity items such as iceberg head lettuce and by the year 2,000 may represent a quarter of produce sales.According to Rick Bravo, vice president of sales for Dole Fresh Vegetables Co., Salinas, Calif., for this type of growth to occur dedicated shippers will have to continue producing high-quality product and practice proper

OAK BROOK, Ill. -- Value-added produce is cannibalizing sales of some commodity items such as iceberg head lettuce and by the year 2,000 may represent a quarter of produce sales.

According to Rick Bravo, vice president of sales for Dole Fresh Vegetables Co., Salinas, Calif., for this type of growth to occur dedicated shippers will have to continue producing high-quality product and practice proper handling techniques. Bravo made his remarks at a recent meeting here of the Merchandisin

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