OFFICERS

PresidentDEAN HOLMQUIST Allegiance Retail Services1st Vice-PresidentPAUL KNEELAND Kings Super Markets2nd Vice-PresidentVIC SAVANELLO JOH Sales & Mktg.SecretaryROB GOLDSTEIN Genpro, Inc.TreasurerJON KOHL ConsultantSgt.-at-ArmsJODY DeSOMMA Impact BrokerageSgt.-at-ArmsJEFF GARRISON Sunsweet Growers

FOUNDING PRESIDENT

SAL CANDRILLI

PAST PRESIDENTS

THOMAS KRULDER Kurt Weiss GreenhousesJAY LIOTTA ConsultantVINCENT DeSOMMA Ultimate Produce BrokersJEFFREY SHILLING RLB Food Dist.VIC LOMORIELLO AAABCO, LLCCRAIG CARLSON US Foods Inc.JOE DeLORENZO Alpha 1 Marketing

DIRECTORS

FLOYD AVILLO RLB Food Dist.ERIC BEELITZ A & P Tea Co. Inc.STEVE GRANQUIST D’Arrigo Bros. of NYWENDELL HAHN Four Seasons Produce, Inc.VICTOR JOSEPH Victor Joseph & SonTERRI LOWDEN JOH Mid-AtlanticGEORGE MOSKAL Wakefern Food Corp.TERRY MURPHY Wakefern Food Corp.AL MURRAY NJ Department of AgricultureJOE PROCACCI Procacci Bros. Sales Corp.GREG VENEZIANO Bozzuto’s Inc.SAL ZACCHIA Advantage Sales & Mktg.

DIRECTOR EMERITUS

AL FERRIHAROLD FRIEDMAN

EXECUTIVE DIRECTORJohn McAleaveyP.O. Box 514Short Hills, NJ 07078

Dedicated to the Use of Fresh Fruits and Vegetables - “Our Most Natural Food” August 15, 2012

JOHN McALEAVEYP.O.Box 514

Short Hills, NJ 07078973-564-6295

Fax 973-467-2294Email: jmcaleavey@comcast.net

The only way to register for this meeting is online at:

www.easternproducecouncil.comCocktail Hour 6:00 | Dinner Meeting 7:00

EXECUTIVE DIRECTOR

THE EASTERN PRODUCECOUNCILLOR

Next MeetingTuesday, September 11, 2012

The ManorWest Orange, New Jersey

Page 2 August 15, 2012

Idaho Potato Commission

Idaho grows more potatoes than any other state and our consumer brand awareness is recognized in study after research study as the highest in the industry. This year, the Idaho Potato Commission is celebrating our 75th anniversary and we are marking this occasion in a big way. We’re taking our show on the road with an updated, larger-than-life version of the classic Idaho Potato postcard— a Great Big Idaho Potato Truck rolling coast to coast. The 12,130-pound steel-framed Idaho potato rests on a flatbed trailer pulled by a semi-truck and is stopping at retailers across the country to spread the word about Idaho potatoes and also raise funds and awareness for Meals On Wheels Association of America. The Idaho Potato Commission is one of the largest and oldest commodity organizations in the US. Its role is to continue to drive consumer demand for the Idaho brand and the “Grown in Idaho®” seal and does so through national TV advertising, extensive public relations and numerous tools for retailers. Prepare to enjoy both an entertaining 15 minutes as well as the largest potato you have ever eaten at the EPC dinner on September 11, 2012.

The Mexican Hass Avocado Importers Association (MHAIA) is dedicated to supplying consistent high-quality avocados throughout the year. A nutritious, delicious addition to any meal, Avocados from Mexico are a versatile ingredient that work in all types of cuisine. Mexico’s rich volcanic soil, abundant sunshine and timely rainfall provide the perfect climate for producing fine avocados. This fall and winter, Avocados from Mexico is launching a series of promotions to bring our message to millions nationwide. Following is an overview of the upcoming activities. For more information, visit www.theamazingavocado.com.

A New TV Campaign Will Heat Up Fall & Winter Sales The new MHAIA TV spots are slated to run on national cable TV on the Food Network, Bravo and HGTV with a whopping 91 million impressions. Running from October through mid-December, the campaign will stimulate trial and purchase by showing home cooks how to “warm up their avocado.” MHAIA’s national print campaign will continue to promote nutrition and versatility of Avocados from Mexico with more than 260 million impressions in women’s-service, food and health magazines.

The Big Hit is Back in a Grand Slam PromotionFrom guacamole to hot dogs and hamburgers, Avocados from Mexico are always a major hit at game-day parties. This year our Grand Slam promotional activity will consist of TV, a sweepstakes and in-store excitement. The partnership with Turner Sports and their Major League Baseball postseason coverage on TBS will continue throughout the League Divisional Series and American League Championships. Advertising spots as well as custom on-air billboards will run in October, delivering over 52 million impressions. Consumers can enter The Big Hit Sweepstakes to win an Ultimate Home Entertainment system.

Hitting the Road to Wow the NationThis fall, the third annual Taste the Wow tour will give thousands of Americans a taste of avocado “Wow.” MHAIA will distribute more than 132,000 samples and 80,000 brochures featuring tips, recipes, nutritional info and more at women’s food and health events.

Celebrating Hispanic Heritage MonthAvocados from Mexico will celebrate Hispanic Heritage month from September 15 to October 15 with a sweepstakes that will send one lucky avocado fan and a companion to Mexico for a first-hand culinary and cultural immersion. Avocados from Mexico will partner with EXTRA TV, on an exciting segment featuring a delicious recipe using avocados and promoting the sweepstakes. We’ll promote the sweepstakes in both Spanish-language and mainstream media and on our social media outlets.

Avocados From Mexico

Eastern Produce Council45th Annual Dinner Dance

Westmount Country ClubWoodland Park, New Jersey

November 3, 2012

Ad Journal ContractFor

Eastern Produce Council’s45th Annual Dinner Dance

November 3, 2012

August 15, 2012 Page 3

Submit your company’s 2012 EPC Journal Ad

* Costs per page are: Cover: $1,600 Gold: $700 Full: $500 Color: $900 Silver: $600 Half: $300

*We have held our ad costs at 2007 levels

For your convenience you can reserve your ad on our website www.easternproducecouncil.com

2012 GOLF OUTING - JUNE 9, 2012 ROYCE BROOK COUNTRY CLUB HILLSBOROUGH, NEW JERSEY

The Eastern Produce Council would like to thank all of this year’s contributors and volunteers for supporting the 37th Annual Phil LaRocca/Pete Piastra Memorial Golf Outing:

Sponsored Gifts and DonationsApio Inc.

ASM ProduceBolthouse FarmsC & S Wholesale

Direct Source Mkt.Dole Vegetable

Earthbound FarmEPC

Fresh ExpressGenpro

Giorgio MushroomGoodness Gardens

Hampton FarmInternational Fair Trade

J & D ProduceJOH Produce

Mann’sMB Imports Inc.

NasoyaNortheast Pear BureauNY Apple Association

Paramount FarmProduce Business

Produce PackagingRoyce Brook GC

State GardenSun Maid Growers

T. MarzettiTurbana

Vision Import Group

Deadline for ad copy is: Friday, September 28th

Golf Hole SponsorsAdvantage Sales & Marketing

Amazon Produce NetworkAuerbach

Baldor Specialty FoodsBallard Produce Brokering

Bolthouse FarmsBozzuto’s

C & S WholesaleChristopher Ranch

Concord FoodsContel

Cooseman’sCountry Fresh Mushrooms

Dandrea ProduceDayka and Hackett, LLC

Del Monte FreshD’Arrigo Brothers

Direct Source MarketingDole

Donio ProduceEarthbound FarmFowler Packing

FoxyFresh Gourmet

GenproGiorgio

Green Giant FreshH. Smith PackingHampton Farms

House FoodsHudson River Fruit Dist.

Krass JosephLa Mexicana Salsa

Litehouse Dressings & DipsMama Mia

Mann’sMariani Dried Fruit Co.

MB Imports, Inc. (Sicilia)Mr. Pickle

Nathel InternationalNew Star Organic Girl

New World Farming TradeNoble Tangerine Juice

Orin CopeParamount FarmPinto Brothers

Procacci BrothersProduce Business

Produce Marketing AssociationRDD Associates Produce

RyecoSeneca FoodsState Garden

StemiltSun Maid Growers

SunsweetSupreme Cuts

TF ProduceThe Little Potato Co.

T & A ProduceTwin State

Victor Joseph & SonWalden Farms

Wholesum HarvestWholly Guacamole

Wish FoodsWm. Hearne

Wuhl Shafman Lieberman Corp.Zeigler Apple Cider

Zola Acai

Contributing CompaniesGold Sponsor - Giorgio Fresh, Dole Vegetable and Nathel International

Silver Sponsor - Mann PackingBronze Sponsor - Earthbound Farm

PIER 9455th Street & West Side Highway

New York City

TUESDAY DEC. 4THCocktail Party Reception

WEDNESDAY DEC. 5THFull Day Expo/General Session

THURSDAY DEC. 6THBus Tours

45th AnnualDinner Dance

WESTMOUNT COUNTRY CLUB | Woodland Park, New Jersey

SATURDAY 2012

ARTHUR

BROWN, JR.2012 LIFETIME ACHIEVEMENT AWARD

DeLORENZO2012 HALL OF FAME INDUCTEE

AND

JOE2012 HONOREES

NOV. 3