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The company also is supporting its seedless lemons with an integrated marketing campaign that includes digital video, social media and influencer partnerships.
The foodservice distributor says the addition of Parishables Food Service helps it tap into a vibrant culinary hub.
The fruit and vegetable company will present with its master growers in a double exhibition area with a main stand and showroom at the event in Berlin.
The trees only have been tested in greenhouses and in university labs so far, but plans call for expanding into field testing at the university within a year.
Rick Feighery will succeed Michael Maxwell, who is set to retire Jan. 31 after 43 years with the company.
The brand says it is providing date boxes to meet demand and resources to help drive sales.