LETTER TO THE EDITOR

F&W Respondstor:Select readers of Supermarket News met Food & Water Inc.'s advertisement of Dec. 11 in SN with accusations of lying and deceit [in a series of letters to the editor in SN of Dec. 25]. The reaction from United Fresh Fruit and Vegetable Association, Western Growers Association and Produce Marketing Association, and others, surprised F&W.As a voice for retailers and wholesalers who are

F&W Responds

tor:

Select readers of Supermarket News met Food & Water Inc.'s advertisement of Dec. 11 in SN with accusations of lying and deceit [in a series of letters to the editor in SN of Dec. 25]. The reaction from United Fresh Fruit and Vegetable Association, Western Growers Association and Produce Marketing Association, and others, surprised F&W.

As a voice for retailers and wholesalers who are dependent upon consumer satisfaction for success, we expected such leaders to understand that F&W, in taking out the ad, intended to show the industry exactly what customers want.

Eighty percent of people who buy produce buy it for health reasons, one of which is cancer prevention. As consumers become increasingly aware of the dangers to their health posed by carcinogenic pesticides on produce, they will want nothing to do with toxic chemicals used to grow it.

On behalf of consumers nationwide, F&W asks produce retailers and wholesalers to give customers what they want. Encourage growers to market high-quality fresh produce by using alternatives to toxic pesticides.

We can work together. The future of your business depends on it.

MICHAEL COLBY

executive director Food & Water, Inc. Walden, Vt.