'AMBASSADORS' ENLISTED FOR FRESH MONTH

TONY SPLEEN

ALEXANDRIA, Va. -- The United Fresh Fruit and Vegetable Association here has started a new effort to garner support for the fourth annual National Fresh Fruit and Vegetable Month in June.

The association has recruited representatives from the produce industry to serve as Fresh Month "ambassadors" to help generate local participation in the planned promotional activities. The goal is to have an ambassador in each state.

Fresh Month is designed to increase consumer awareness of fresh fruit and vegetables. In the last three years, organizers have developed programs and campaigns to promote fruit and vegetables that attracted coverage from local and national news media.

In addition, retailers have devised special in-store promotions and advertising campaigns tying in Fresh Month's theme. This year's theme is "5 a Day -- The Fresh Way."

The ambassadors will help "to organize Fresh Month teams in their communities to strengthen local industry cooperation and increase the reach of Fresh Month in their areas," said Molly Machamer, United's marketing manager.

Some programs planned include produce displays in public spaces and supermarket displays and tours.