I met with Julian Rios. He showed me a $1.29lb California Cherry ad that was going to break on Wed. He mentioned California was having weather issues and was worried about the ad. He said the California cherry quality was ok. He had wanted to go .99lb and mentioned some of his competitors had already advertised some hot ads. Vallarta has 38 Latino stores. I set him up with the ad program, plus we are going to do a volume incentive program for July/August 2011 vs. July/August 2010 with an 8% volume increase. He was also interested in Rainier cherries and asked for the supplier list. If there is a supplier during the season that has a large amount to move he would like to be contacted. I let him know Rainier will be ready to go in July and to take advantage of the short window.

He did not sign up for the apricots or soft fruit as he will probably not advertise Washington Soft Fruit.