Announcer: VISITING WITH HUELL HOWSER IS MADE POSSIBLE THROUGH A GENEROUS GRANT FROM THE RALPH M. PARSONS FOUNDATION.

[CAPTIONING MADE POSSIBLE BY KCET PUBLIC TELEVISION AND FRIENDS OF NCI] Huell Howser: WE'RE STARTING OFF OR MORNING HERE AT THE DISNEYLAND HOTEL IN ANAHEIM, CALIFORNIA.

I AM STANDING HERE WITH--DICK, INTRODUCE YOURSELF TO EVERYBODY.

Dick Spezzano: DICK SPEZZANO.

Huell: AND THIS IS GONNA BE A VERY EXCITING MORNING, BECAUSE YOU HAVE INVITED US TO BE A PART OF A--IT'S A CONVENTION.

IT'S AN EXPO.

IT'S A FOOD SHOW.

IT'S A FLOWER SHOW.

IT'S A LITTLE BIT OF EVERYTHING WRAPPED INTO ONE, ISN'T IT?

Dick: IT IS.

IT'S CALLED THE FRESH PRODUCE AND FLORAL COUNCIL RETAIL EXPO, AND WHAT YOU'RE GONNA SEE TODAY IS A LOT OF PRODUCE AND FRESH FLOWERS AND PLANTS.

YOU'LL SEE COMMODITY-TYPE ITEMS, WATERMELONS, STRAWBERRIES, AND SUCH.

YOU'LL SEE NEW ITEMS.

YOU'LL SEE A PURPLE ARTICHOKE.

YOU'LL SEE AN ORANGE CAULIFLOWER.

YOU'LL SEE STUFF THAT YOU MAY NOT SEEN IN YOUR SUPERMARKET YET.

Huell: NOW, THE WHOLE POINT OF THIS SHOW IS THAT BUYERS FROM SUPERMARKET CHAINS, BIG AND SMALL, COME HERE TO CHECK OUT ALL THESE PRODUCTS AND DECIDE WHETHER THEY WANT TO PUT THEM IN THEIR STORES FOR US TO BUY, RIGHT?

Dick: THIS IS A GREAT SHOW FOR BUYERS TO COME TO TO TAKE A LOOK AT NEW ITEMS AND MAKE THAT KIND OF A DECISION, AND BECAUSE THEIR RETAIL PEOPLE ARE HERE, THE PRODUCE MANAGERS AND THE FLORAL MANAGERS, THEY'LL GET THEIR INPUT AT THE SAME TIME.

Huell: SO THIS IS A KIND OF WAY OF TESTING THE MARKET, SO TO SPEAK.

Dick: IT'S A VERY GOOD WAY TO TEST THE MARKET.

Huell: ALL RIGHT, WE ARE READY TO TEST THE MARKET.

NOW, THIS IS INTERESTING.

I'VE NEVER SEEN THIS BEFORE.

EXPLAIN TO EVERYBODY WHAT WE'RE STANDING HERE WITH.

Avocado vendor: WHAT THIS IS IS FRESH HASS AVOCADO.

IT'S 100% HASS AVOCADO IN A BAG, NO ADDITIVES OR PRESERVATIVES, HAS A 30-DAY SHELF LIFE.

Huell: NOW, THE BIG DEAL IS IS THAT YOU PUT IT IN A BAG.

Avocado vendor: THAT'S CORRECT.

Huell: AND THAT'S REVOLUTIONARY.

Avocado vendor: THAT IS CORRECT.

IT'S SUBJECTED TO NEARLY 100,000 POUNDS OF WATER PRESSURE, AND IT GIVES IT ITS SHELF LIFE AND ITS NICE TEXTURE.

Huell: NOW, DOES IT TASTE LIKE FRESH AVOCADO, OR DOES IT HAVE PRESERVATIVE--DOESN'T HAVE ANY PRESERVATIVES.

Avocado vendor: NO PRESERVATIVES.

BEFORE THEY USED TO USE CITRIC ACID OR ASCORBIC, AND THIS IS NOTHING BUT PURE AVOCADO.

Huell: SO THAT'S WHAT MAKES THIS REVOLUTIONARY IS THAT IT HAS NO CHEMICALS OR PRESERVATIVES IN IT.

Avocado vendor: CORRECT, AND WITH THE ULTRA HIGH PRESSURE, IT ALSO HAS A 30-DAY SHELF LIFE.

Huell: AND DOES IT TASTE LIKE FRESH AVOCADO?

Avocado vendor: IT MOST CERTAINLY DOES.

Huell: I'M HINTING HERE.

I'M HINTING.

Avocado vendor: WOULD YOU LIKE TO TRY SOME?

Huell: HA HA HA!

WELL, I THINK I BETTER DO THIS, 'CAUSE THAT'S PRETTY BIG CLAIM YOU'RE MAKING.

Avocado vendor: THAT'S A BIG CLAIM.

Huell: IT TASTES LIKE FRESH AVOCADO.

Avocado vendor: THAT'S TRULY WHAT IT IS, FRESH AVOCADO.

Huell: HUGE STRAWBERRIES.

WHERE ARE THESE STRAWBERRIES FROM?

Strawberry vendor: THESE ARE FROM OXNARD.

THESE ARE OWN PROPRIETARY VARIETY.

THESE ARE OUR 269 VARIETY.

Huell: WOW!

Strawberry vendor: WE'VE BRED THESE FOR FLAVOR AND FOR LOOKS.

Huell: NOW, YOU'RE COMPETING AGAINST OTHER STRAWBERRY GROWERS, RIGHT?

Strawberry vendor: WE'D LIKE TO THINK THAT WE'VE KIND OF SEPARATED OURSELVES FROM THEM WITH OUR OWN PROPRIETARY VARIETIES.

Huell: BUT THERE OTHER STRAWBERRY GROWERS HERE TODAY, RIGHT?

Strawberry vendor: THAT'S TRUE.

THAT'S TRUE.

Huell: SO DID YOU JUST PULL OUT YOUR VERY BEST STRAWBERRIES FOR THIS DISPLAY, OR IS THIS REPRESENTATIVE OF WHAT YOU'VE GOT?

Second vendor: THOSE ARE REPRESENTATIVE OF WHAT WE GROW IN OXNARD, OUR 269 VARIETY.

WE HAVE AN ABUNDANCE OF THEM, AS YOU CAN SEE, ALL OUR PACKAGED STRAWBERRIES.

Huell: THIS IS BEAUTIFUL.

Second vendor: THANK YOU VERY MUCH.

Huell: AND DO YOU MEET NEW PEOPLE EVERY YEAR TRYING TO SELL THESE STRAWBERRIES, OR DO YOU KNOW THE CAST OF CHARACTERS HERE?

Second vendor: PRETTY MUCH THE MAINSTAY IS THOSE SELLING STRAWBERRIES, THE BIGGER COMPANIES.

THEY'RE STILL ALL EXISTING AND DOING WELL, AND WE'RE GETTING OVER THE RAINS.

Huell: HOW DO OXNARD STRAWBERRIES--CAN I HAVE A BITE OF THIS?

Second vendor: SURE.

SURE.

I MEAN, CONSIDERING ALL THE RAIN AND EVERYTHING, THEY EAT PRETTY GOOD.

Huell: OH, MY GOSH!

Second vendor: OH!

DIP 'EM IN THAT CHOCOLATE, THEY'RE EVEN BETTER.

Huell: WE HAVE BEEN OFFICIALLY WELCOMED TO... Melissa's vendor: MELISSA'S, THE LARGEST SUPPLIER OF SPECIALTY PRODUCE HERE IN THE UNITED STATES.

Huell: NOW, WHAT DO YOU MEAN BY SPECIALTY PRODUCE?

Melissa's vendor: WELL, WE DON'T DO YOUR REGULAR APPLES AND BANANAS, BUT WE DO ITEMS LIKE BABY BOK CHOY, GINGER... Huell: LET ME SEE THAT.

THIS IS BABY BOK CHOY.

Melissa's vendor: THESE ARE ACTUALLY GROWN HERE IN CALIFORNIA.

Huell: NOW, DOES THIS APPEAL TO JUST CERTAIN OF YOUR CUSTOMERS, OR ARE YOU BEGINNING TO BRANCH THIS OUT SO THAT THIS IS REALLY MAINSTREAM NOW?

Melissa's vendor: BABY BOK CHOY HAS BEEN MOST POPULAR WITH THOSE OF ASIAN CLIENTELE, AND IT'S BEEN A STANDARD WITHIN ASIAN CUISINE, BUT BECAUSE OF MEDIA AND ATTENTION, AND IT'S ALSO HERE GROWN IN CALIFORNIA, MAINSTREAM AMERICA IS LEARNING ABOUT ITEMS LIKE A BABY BAK CHOY.

Huell: OK, YOU'VE GOT ME TURNED ON TO BOK CHOY.

WHAT ELSE YOU GOT HERE?

LOOK AT THIS.

THIS IS A BEAUTIFUL SETUP HERE.

Melissa's vendor: FRESH LEMON GRASS, GAI LAN, GAI CHOY, SO MANY DIFFERENT VARIETIES.

Huell: WAIT A MINUTE.

I DON'T EVEN KNOW WHAT YOU'RE TALKING ABOUT.

WHERE IS THAT?

Melissa's vendor: GAI CHOY, WHICH IS CALLED CHINESE BROCCOLI.

Huell: WOW!

Melissa's vendor: AND BOK CHOY, THE TRADI--THE LARGE COMMON SIZE TO THAT OF THE BABY BOK CHOY.

Huell: BOY, THIS IS SPECTACULAR.

Melissa's vendor: DIFFERENT VARIETIES OF EGGPLANT.

CHINESE, JAPANESE, THAI EGGPLANT, AND WHAT'S NEAT ABOUT THESE, YOU KNOW, THE TRADITIONAL EGGPLANT IS LARGE, AND YOU HAVE TO PEEL IT.

WELL, ON THESE SMALLER VARIETIES, ALL HAVE TO DO IS CUT OFF THE STEM AND THE WHOLE SKIN AND EVERYTHING IS EDIBLE.

Huell: SO THE TASTE OF THE PEOPLE WHO ARE GOING AND BUYING THIS STUFF IS CHANGING, TOO, ISN'T IT?

Melissa's vendor: YES, AND WHEN YOU EXPERIENCE SOMETHING LIKE THIS IN AN ASIAN RESTAURANT, WHETHER IT'S CHINESE, JAPANESE, KOREAN, THAI, THEY'RE SO MANY DIFFERENT SUBCULTURES WITHIN THE ASIAN CATEGORY.

BELIEVE IT OR NOT, THE ASIAN CATEGORY OF FRUITS AND VEGETABLES IS THE MOST DIVERSE IN THE WORLD.

Huell: CARROTS, BUT NOT JUST ANY OLD CARROTS.

THESE ARE KERN COUNTY CARROTS.

Grimmway vendor: THIS IS CORRECT.

Huell: AND YOU HAVE A DISTINCTION HERE OF BEING THE LARGEST-- Grimmway vendor: WE'RE THE LARGEST SUPPLIER OF CARROTS IN THE WORLD.

Huell: IN THE WORLD.

AND THESE CARROTS ALL HOMEGROWN IN KERN COUNTY.

Grimmway vendor: KERN COUNTY AND IMPERIAL VALLEY.

RIGHT NOW WE'RE ROTATING, GOING ON DOWN TO IMPERIAL VALLEY FOR THE SPRING HARVEST, AND THEN WE'LL BE BACK IN BAKERSFIELD IN THE SUMMER.

Huell: ALL RIGHT, WHAT SETS THESE CARROTS APART FROM ANY OTHER CARROTS?

BOY, YOU'VE GOT 'EM PACKED IN THERE TIGHTLY, DON'T YOU?

Grimmway vendor: THAT IS OUR VACUUM PACK ON FOOD SERVICE.

WE SUPPLY CARROTS BOTH RETAIL, FOOD SERVICE, AND INDUSTRIAL.

GRIMMWAY PRIDES ITSELF ON QUALITY AND SERVICE, AND WE GROW.

WE HAVE GROWERS.

WE HAVE ABOUT 40,000 ACRES OF CARROTS.

WE SUPPLY YEAR-ROUND.

ANY CARROT THAT WE AREN'T UTILIZING IN EITHER FRESH, FOOD SERVICE, OR INDUSTRIAL--INDUSTRIAL BEING LIKE THE READY PACS, THE FRESH EXPRESS, THE DOLES, THE TAYLORS, WE SUPPLY THEM WITH THEIR CARROTS, WE UTILIZE IN OUR JUICE PLANT.

Huell: BOY, YOU TALK FAST.

Grimmway vendor: I'M SORRY!

Huell: YOU'RE GETTING IT ALL IN, THOUGH.

Grimmway vendor: WE UTILIZE A CARROT FOR EVERYTHING.

Huell: AND LOOK, YOU'VE GOT CARROTS THAT ARE GROUND UP, CARROTS THAT ARE SLICED LONG-WAYS.

Grimmway vendor: CARROT STICKS.

Huell: CARROT STICKS.

Grimmway vendor: CARROT CHIPS.

Huell: CARROT CHIPS AND CARROT-- Grimmway vendor: COINS.

Huell: COINS.

SO YOU FIGURED OUT LOTS OF DIFFERENT WAYS TO APPEAL TO THE EYE.

Second vendor: WE PRODUCE 'EM PRETTY MUCH ANY WAY YOU CAN THINK OF AND PROBABLY A HANDFUL OF WAYS YOU CAN'T.

Almond vendor: THESE ARE YOGURT ALMONDS.

Huell: YOGURT ALMONDS.

Almond vendor: THEY'RE YOGURT ALMONDS, AND WE USE NOTHING BUT FREEZE-DRIED FRUIT POWDERS FOR THE COLORS AND THE FLAVORS, SO WHAT YOU SEE HERE, THERE'S NO ARTIFICIAL COLOR, THERE'S NO ARTIFICIAL FLAVOR.

Huell: WHO WOULD COME UP WITH THE IDEA OF A YOGURT ALMOND?

Almond vendor: A MADMAN.

I DON'T KNOW, JUST SOMEBODY WITH A LOT OF CREATIVITY AND A LITTLE BIT OF TIME MAYBE.

Huell: AND HOW ARE THEY SELLING?

Almond vendor: EVERYBODY'S LOVED THEM.

WHAT DO YOU GUYS THINK?

Bristol Farms buyer: EXCELLENT.

Huell: HAVE YOU EVER HAD A YOGURT ALMOND BEFORE?

Bristol buyer: NO, I HAVEN'T.

THEY'RE VERY, VERY GOOD.

Huell: YOU'RE FROM BRISTOL FARMS.

DO YOU THINK YOU'D PUT THIS IN THE STORE?

Bristol buyer: ABSOLUTELY.

Huell: OR ARE WE PUTTING YOU ON THE SPOT RIGHT HERE?

Bristol buyer: OH, NO.

I'M TRYING TO SELL THEM TO OUR DIRECTOR RIGHT NOW.

Huell: REALLY?

THAT'S WHAT YOU WANT TO HEAR.

Almond vendor: FREEZE-DRIED FRUIT POWDER, SO WHAT YOU SEE HERE IS ACTUALLY A NATURAL COLOR, AND THE FREEZE-DRYING PROCESS PRESERVES THE NUTRITIONAL VALUE, THE COLOR, AND THE FLAVOR.

Huell: THESE ARE VERY UNUSUAL, AND I DON'T HAVE A CLUE WHAT THEY ARE.

Rambutan vendor: WELL, I CAN CLUE YOU IN.

THIS A RAMBUTAN.

Huell: A WHAT?

Rambutan vendor: A RAMBUTAN OR "RAMBOOTAN."

Huell: RAMBUTAN.

FROM?

Rambutan vendor: THESE PARTICULAR ONES ARE FROM HAWAII, BUT THEY'RE VERY COMMON IN SOUTHEAST ASIA.

THEY'RE KIND OF A DELICACY, A DESSERT ITEM.

Huell: IS THERE A MARKET FOR THESE?

Rambutan vendor: THERE IS.

IT'S VERY SEGMENTED NOW.

SOUTHEAST ASIANS ARE FAMILIAR WITH THEM, BUT THE GENERAL POPULACE IS BECOMING FAMILIAR WITH THEM ALSO.

Huell: NOW, WOULD YOU SEE THESE NOW IN A BIG CHAIN LIKE RALPH'S OR VONS?

OR YOU WOULDN'T YET, WOULD YOU?

Rambutan vendor: YOU WOULD NOT SEE THEM CHAINWIDE, BUT IN SPECIFIC STORES, THEY WILL BUY SOME SPECIALTY ITEMS THAT THEY DON'T CARRY CHAINWIDE.

Huell: SO IS THIS SHOW ONE WAY TO KIND OF INTRODUCE PEOPLE TO THINGS THEY DON'T EVEN KNOW EXIST THAT THEY MIGHT THINK ABOUT PUTTING IN THEIR STORES?

Rambutan vendor: YEAH, WE'VE HAD PEOPLE, STORE-LEVEL PEOPLE FROM ALL THE CHAINS HERE, AND THEY EXPRESSED A LOT OF INTEREST IN THIS PRODUCT, AND IT GIVES US AN OPPORTUNITY TO TELL THEM HOW THEY MIGHT MERCHANDISE IT, WHAT IT WOULD RETAIL FOR, THAT KIND OF STUFF.

Huell: BOY, IT DOESN'T SMELL.

Rambutan: WANT ME TO QUICKLY CUT ONE OPEN FOR YOU?

Huell: WELL, YEAH, HOW DOES THAT WORK?

Rambutan vendor: I FORGOT MY KNIFE, SO WE'RE USING THIS, BUT I'VE GOTTEN QUICK AT IT.

Huell: SO YOU JUST GOT A PAIR OF SCISSORS THERE.

YOU'RE CUTTING THIS THING... Rambutan vendor: AND THEN, VOILA, THERE IT IS.

Huell: OH, LOOK!

SO THAT'S WHAT YOU EAT.

Rambutan vendor: THAT'S WHAT YOU EAT.

THERE'S A SEED INSIDE.

Huell: IS THAT SWEET?

Rambutan vendor: VERY SWEET.

DO YOU WANT TO TRY IT OUT?

Huell: WELL, YEAH.

DO YOU JUST POP IT OUT?

Rambutan vendor: YEAH, YOU CAN JUST CHEW OFF THE END OF IT, AND TELL US WHAT YOU THINK.

Huell: IT'S VERY GOOD.

IT'S VERY SWEET, AND IT'S CALLED A-- Rambutan vendor: RAMBUTAN.

Cut N Clean vendor: WE HAVE MUSTARD GREENS, TURNIP GREENS, KALE.

WE HAVE CHARDS.

WE HAVE 2 BLENDS.

WE HAVE A COUNTRY MIX, WHICH IS COLLARD, MUSTARDS, AND TURNIPS.

WE HAVE A EUROPEAN BLEND.

Huell: AND THE IDEA IS--NOW, PEOPLE LIKE TO BE ABLE TO GO IN THE STORE AND BUY THE SALAD ALREADY MADE, DON'T THEY?

Second vendor: ABSOLUTELY.

AND YOU JUST TAKE THIS HOME, AND ON THE BACK OF IT, THERE ARE SOME WONDERFUL RECIPES THAT WE'VE ALSO PRODUCED IN LOS ANGELES WITH THE COOKING SCHOOLS.

Huell: SO NOT ONLY DO YOU PROVIDE THE RAW MATERIAL, YOU PROVIDE THE RECIPE AS WELL.

Second vendor: IDEAS ALSO.

YES.

Huell: THEY'RE HANDING OUT THE-- Pom vendor: 100% PURE POMEGRANATE JUICE.

Huell: 100% PURE POMEGRANATE.

NOW THIS IS SOMETHING THAT'S JUST KIND OF BEGINNING TO REALLY TAKE OFF, ISN'T IT?

Rom vendor: IT'S BOOMING.

IT'S REALLY BOOMING.

THE HEALTH BENEFITS ARE ABSOLUTELY EXTRAORDINARY 'CAUSE OF ITS HIGH ANTIOXIDANT HEALTH.

IT'S GOOD FOR HEART HEALTH, BLOOD HEALTH.

PEOPLE ARE GETTING IT PRESCRIBED FROM THEIR DOCTORS.

Huell: ISN'T THIS AMAZING, THOUGH, THAT POMEGRANATES HAVE BEEN AROUND FOREVER-- Pom vendor: FOR 5,000 YEARS.

Huell: AND JUST NOW IT'S REALLY BEGINNING TO TAKE OFF AS A JUICE.

Pom vendor: YES, IT REALLY IS.

PEOPLE ARE FINDING WAYS TO MAKE SURE THEY GET 68 OUNCES A DAY IN THEIR DIETS.

THEY'RE DRINKING IT STRAIGHT JUST LIKE THIS.

THEY'RE MIXING IT IN WITH ICED TEA, LEMONADE, PERRIER.

EVEN BARS AND RESTAURANTS ARE GETTING INTO THE POMEGRANATE KICK WITH COCKTAILS AND RECIPES FOR LIKE ON CHEESECAKES, MAKING GLAZES AND MARINADES.

Huell: YOU COULD PROBABLY MAKE A DRINK OUT OF THIS, TOO, COULDN'T YOU?

Pom vendor: LET ME GIVE YOU SOME--HOW ABOUT SOME POMTINIS?

THE POMTINI HAS ACTUALLY BEEN THE OFFICIAL DRINK AT THE OSCARS FOR 3 YEARS IN A ROW.

Huell: THE POMTINI.

Pom vendor: POMTINIS.

POMEGRANATE MARTINI.

Huell: HEH!

Artichoke vendor: THIS IS A FIESOLE ARTICHOKE.

THE SEED COMES FROM ITALY.

IT'S BEEN HERE FOR ABOUT 3 YEARS.

IT'S CURRENTLY GROWN UP IN LOMPOC, CALIFORNIA.

Huell: LOOK AT THESE THINGS!

LOOK AT THE COLOR.

Artichoke vendor: THEY'RE GORGEOUS, AND THE NICE THING ABOUT THIS ARTICHOKE IS FIRST OF ALL OBVIOUSLY THE COLOR OF IT.

IT'S NICE AND PURPLE.

WHEN IT'S COOKED, IT RETAINS THE PURPLE COLOR, WHICH--CHEFS AND GOURMET CONSUMERS LIKE THAT BECAUSE-- Huell: SO ARE PEOPLE BUYING IT FOR THE TASTE OR FOR THE COLOR, THE PRESENTATION?

Artichoke vendor: THEY'RE BUYING IT FOR SEVERAL REASONS.

THE APPEARANCE, THE COLOR, AND THE EATING QUALITY.

THE ARTICHOKE--MOST ARTICHOKES, THERE'S A LOT OF FIBER IN THE HEART.

WELL, WITH THIS ARTICHOKE, THERE'S VERY LITTLE FIBER, SO THAT HEART IS COMPLETELY EDIBLE.

Huell: YOU KNOW, I FIND THIS AMAZING, BECAUSE JUST WHEN YOU THINK YOU KNOW EVERYTHING THERE IS TO KNOW ABOUT FOOD, SOMETHING NEW LIKE THIS WILL POP UP THAT WASN'T HERE LAST YEAR OR THE YEAR BEFORE.

Artichoke vendor: THIS WAS NOT HERE 3 YEARS AGO, AND THEY'RE SELLING VERY WELL, AND WE'RE GONNA BE INCREASING ACREAGE NEXT YEAR, SO WE'RE REALLY EXCITED.

Huell: SO THE DEAL IS WHEN YOU COME TO THIS SHOW, YOU LITERALLY SEE THINGS THAT NO ONE HAS EVER SEEN BEFORE.

Artichoke vendor: YEAH, THERE'S MANY RETAILERS HERE AND MANY PRODUCE MANAGERS THAT HAVE NEVER SEEN THESE ITEMS BEFORE, AND THAT'S WHY THEY COME HERE.

Huell: NOW, THIS LADY CAME ALL THE WAY OVER TO GRAB ME AND BRING ME OVER TO HER BOOTH BECAUSE YOU WANT TO GET ME EXCITED ABOUT-- Plantain vendor: GREEN PLANTAINS.

Huell: GREEN PLANTAINS, BUT THEY DON'T LOOK GREEN TO ME.

Plantain vendor: NOPE, THEY'RE ACTUALLY ALREADY PEELED.

MOST OF THE ONES YOU SEE AT STORE LEVEL HAVE THE SKIN ON THEM.

THESE ARE ACTUALLY PEELED SO THERE'S ACTUALLY NO WASTE WHATSOEVER.

THEY COME REFRIGERATED, THEY'RE VACUUM-SEALED, AND YOU CAN TASTE THEM.

THEY'RE ACTUALLY WONDERFUL.

Huell: SO IT'S REALLY THE ADVANTAGE THAT YOU JUST DON'T HAVE TO PEEL THEM.

Plantain vendor: ABSOLUTELY.

Huell: SO NOBODY WANTS TO PEEL THEIR PLANTAINS ANYMORE.

Plantain vendor: IT'S READY TO GO.

Huell: THIS IS AS CLOSE TO HAWAII AS I'M GONNA GET TODAY.

HAWAIIAN GOLD EXTRA SWEET PINEAPPLE.

Hawaiian Gold vendor: FROM MAUI.

Huell: WOW.

LOOK AT THIS.

NOW, THIS ISN'T A HARD SELL AT ALL, IS IT?

Hawaiian Gold vendor: WELL, YOU'VE TASTED IT.

YOU'RE SOLD.

Huell: NO, I MEAN REALLY.

Hawaiian Gold vendor: IT'S 3 TIMES THE VITAMIN "C" AS REGULAR PINEAPPLE, EXTRA SWEET, NO FAT, NO CHOLESTEROL.

Huell: WAIT A MINUTE.

3 TIMES-- Hawaiian Gold vendor: 3 TIMES THE VITAMIN "C" AS THE TRADITIONAL PINEAPPLE VARIETY.

Huell: WHY IS THAT?

Hawaiian Gold vendor: IT'S A NEW VARIETY, THE EXTRA SWEET GOLD VARIETY, SO IT'S UNLIKE THE PINEAPPLES THAT YOU AND I USED TO TASTE GROWING UP.

IT IS A DIFFERENT VARIETY.

IT'S A HYBRID VARIETY.

Huell: SO THESE THINGS REALLY ARE--YOU ARE REALLY GOING TO TOWN ON THESE HYBRIDS, AREN'T YOU?

I MEAN THEY'RE JUST GETTING MORE AND MORE FINELY TUNED AND MORE NUTRITIOUS EVERY YEAR.

Hawaiian Gold vendor: WELL, NOT ONLY NUTRITIOUS, BUT BETTER-TASTING.

Huell: THESE JUST MELT IN YOUR MOUTH.

YOU DON'T EVEN HAVE TO CHEW 'EM.

Hawaiian Gold Vender: ABSOLUTELY.

Buyer: THIS IS JUST PRODUCE.

THIS IS JUST THE TIP OF THE ICEBERG REALLY.

THIS IS OUR PRODUCE DIVISION, AND YOU'RE FINDING NOW IN OUR PRODUCE DEPARTMENTS WHERE MAYBE YOU ONLY HAD 150 ITEMS, NOW THERE'S OVER 500 ITEMS THAT THE CONSUMER CAN SELECT FROM.

YOU KNOW, IT'S SO EASY TO TRAVEL ABROAD.

PEOPLE GO TO HAWAII.

THEY GO TO CHINA, WHEREVER, AUSTRALIA.

NOW YOU CAN FIND ALL THESE FRUITS THAT ARE GROWN IN THESE REGIONS HERE IN THE LOCAL SUPERMARKET IN CALIFORNIA.

Huell: SMART BARBECUE IS WHAT YOU CALL IT.

WHAT IS THIS?

Smart vendor: THIS IS SMART CHILI.

Huell: SMART CHILI.

WHAT DOES THAT MEAN?

Chili vendor: MAKES YOU SMART--NO!

Huell: COME ON, SELL IT TO ME.

I'M BUYING FOR A BIG GROCERY STORE CHAIN.

Smart vendor: MADE OUT OF SOY PROTEIN.

Huell: SO IT'S HEALTHY CHILI.

Smart vendor: IT'S HEALTHY CHILI.

Huell: AND ARE YOU HAVING A BIG RESPONSE TODAY OR JUST KIND OF SO-SO?

Smart vendor: EVERYBODY--IT'S FLYING OFF THE SHELF.

Huell: REALLY?

Smart vendor: NO, I'M SERIOUS.

IT IS.

IT'S HEAT AND EAT, READY TO SERVE, KOSHER, ALL NATURAL, NO PRESERVATIVES.

IT'S WHAT TODAY'S CONSUMER IS LOOKING FOR BECAUSE IT'S READY TO EAT.

YOU TEAR IT OPEN, PUT IT IN THE MICROWAVE FOR ABOUT A MINUTE AND A HALF, YOU GOT DINNER.

Huell: NOW, HOW MANY TIMES HAVE YOU SAID THAT SO FAR TODAY?

Smart vendor: HOW MANY DOES IT SOUND LIKE?

HA HA HA!

Huell: A LOT.

Smart vendor: EXACTLY.

Huell: OK, YOU'RE SAMPLING SOMETHING HERE.

Buyer: YES, I AM.

Huell: WHAT ARE YOU SAMPLING?

Buyer: I'M SAMPLING THESE FRUIT CHIPS.

Huell: FRUIT--YOU SOUND A LITTLE TENTATIVE HERE.

Buyer: WHAT AM I SAMPLING?

Huell: YOU'RE JUST GOING UP AND DOWN THE ROW, AREN'T YOU?

Buyer: YOU BET.

HA HA!

Mariani vendor: THIS IS OUR NEWEST ITEM FROM MARIANI, OUR ISLAND FRUITS.

Huell: ISLAND FRUITS.

PINEAPPLE, PAPAYA, AND MANGO.

Mariani vendor: MANGO.

YES, SIR.

Huell: NOW, WHAT MAKES THESE DIFFERENT FROM ANY OF THE OTHERS?

SEE, I HAVE A FEELING THESE THINGS KIND OF JUST START RUNNING TOGETHER AFTER A WHILE.

Mariani: NO, NO.

MARIANI, A CALIFORNIA COMPANY, HAS NOTHING BUT THE FINEST PRODUCTS.

Buyer: THESE ARE VERY GOOD.

WE CARRY THEM IN OUR VONS STORES, TOO, AND THEY'RE EXCELLENT.

Huell: THEY'RE KIND OF SWEET.

Buyer: YES, THEY ARE, BUT IT'S ALL NATURAL SUGAR.

Huell: THEY'RE LINING UP OVER HERE.

WHAT IS EVERYBODY LINING UP FOR?

Buyer: WOW.

IT'S AVOCADOS, THE BEST.

Huell: THERE ARE A LOT OF PEOPLE SELLING AVOCADOS HERE TODAY, AREN'T THERE?

Buyer: WE NEED TO, BECAUSE REMEMBER, FRESH PRODUCE ISN'T ONLY GOOD FOR YOU, IT MAKES YOU FEEL GOOD ABOUT YOURSELF.

Huell: OH, MY GOSH.

YOU'RE IN THE BUSINESS, AREN'T YOU?

Buyer: BELIEVE ME.

Huell: NOW WE'RE GETTING INTO HARDCORE MUSHROOMS OVER HERE.

IT SMELLS GOOD, IT LOOKS GOOD.

Monterey cook: IT IS GOOD.

Huell: IT IS GOOD.

Monterey vendor: READY TO WASH-- I MEAN THEY'RE ALREADY WASHED, AND YOU JUST DUMP 'EM IN.

THE HOUSEWIFE, THE CONSUMER DOESN'T HAVE TO WASH 'EM.

THESE ARE FULL 1/2 INCH-CUT MUSHROOMS, AND MONTEREY IS THE ONLY COMPANY THAT DOES THIS.

Huell: ARE THESE CALIFORNIA MUSHROOMS?

Monterey vendor: CALIFORNIA-GROWN.

SEE THE-- Huell: YOU'RE EXCITED ABOUT THAT.

Second vendor: WE ARE EXCITED ABOUT IT.

WE'RE A CALIFORNIA OWNED AND GROWN COMPANY.

Huell: DOES THE FACT THAT SOMETHING IS GROWN IN CALIFORNIA HAVE ANY CACHET AT ALL, OR REALLY ARE WE JUST GOING FOR PRICE POINTS HERE?

Second vendor: NO, I DEFINITELY THINK THERE'S A CERTAIN PRIDE IN CALIFORNIA AGRICULTURE, AND WE'RE PROUD, MONTEREY'S PROUD TO BE A CALIFORNIA COMPANY.

Huell: ALL RIGHT, LET'S TAKE A CLOSE LOOK.

THERE THEY ARE.

CALIFORNIA MUSHROOMS BEING COOKED UP ON THE OPEN GRILL.

THEY DEFINITELY MAKE A STATEMENT HERE AT THE PRODUCE SHOW.

Guacamole vendor: THIS IS THE FRESHEST GUACAMOLE YOU COULD EVER TASTE.

IT'S MADE WITH ALL NATURAL INGREDIENTS, NOTHING ARTIFICIAL.

WE WERE OUT PICKING THE AVOCADOS OFF THE TREE LAST NIGHT MAKING IT-- Huell: YOU WERE NOT!

GOODNESS!

Second vendor: DON'T WE LOOK LIKE AVOCADO PICKERS?

Huell: YEAH!

WAIT, LOOK THOUGH.

THIS LOOKS PRETTY GOOD.

Guacamole vendor: THEY'RE BEAUTIFUL.

HERE, LET ME GIVE YOU A TASTE.

Huell: NOW THESE ARE PACKAGED THOUGH.

Guacamole Vender: THOSE ARE FOR THE CUSTOMERS THAT DON'T WANT TO PEEL OR TAKE THE PIT OUT THEMSELVES.

WE WILL CATER TO ANY CUSTOMER.

Huell: I GOT YOU.

Guacamole vendor: ARE YOU LIKE THAT?

Huell: WELL, I DON'T KNOW HOW TO DO IT VERY WELL.

Guacamole vendor: HERE, AMERICA WANTS TO SEE YOU EAT THIS GUACAMOLE, AND THEN THEY'LL KNOW I'M NOT JUST MAKING UP STORIES.

Huell: TASTES LIKE IT WAS PICKED THIS MORNING.

Second vendor: ABSOLUTELY!

Guacamole vendor: IT'S GREAT, ISN'T IT?

Huell: WE'RE STANDING HERE IN FRONT OF ALL THESE BEAUTIFUL FLOWERS.

MOST PEOPLE ARE JUST STANDING HERE LOOKING, BUT YOU'RE STANDING HERE FOR A REASON.

YOU REPRESENT RALPH'S Floral director: THAT'S TRUE.

Huell: AND SO WHAT DO YOU DO?

LOOK AT THESE VENDORS TO SEE WHETHER YOU WANT TO PUT THEIR FLOWERS IN YOUR STORE?

Floral director: ACTUALLY THIS PARTICULAR VENDOR DOES SERVICE RALPH'S.

I'M THE DIRECTOR OF FLORAL, SO I GET A CHANCE TO WORK WITH ALL THESE VENDORS THAT SUPPLY US WITH GREAT FLOWERS.

Huell: AND WHAT DO YOU LOOK FOR WHEN YOU LOOK FOR--WHEN YOU MAKE THESE DECISIONS?

'CAUSE YOUR DECISION, UP OR DOWN, CAN MAKE A LOT OF DIFFERENCE.

Floral director: WE CERTAINLY LOOK FOR QUALITY, SPECS ON PARTICULAR PRODUCTS.

Huell: WHAT DO YOU MEAN "SPECS?"

Floral director: SPECS.

IN OTHER WORDS, THE SIZE, THE LENGTH, THE STEM COUNTS, THE DIFFERENT COLORS THAT ARE INVOLVED IN BOUQUETS, AND THEN WE LOOK FOR REALLY CUSTOMER APPEAL, WHAT'S REALLY GONNA POP IN THE STORE... Huell: SHOW ME WHAT'S GONNA POP IN THE STORE.

Floral director: WELL, YOU KNOW YELLOW IS ALWAYS A KEY COLOR.

Huell: IT IS?

WHY IS THAT?

Floral director: ANYTHING IN YELLOW THE EYE IS DRAWN TO, AND SO IF YOU DO A YELLOW DISPLAY SOMEWHAT LIKE THIS IN A MONOCHROMATIC STYLE, THAT IS REALLY GONNA DRAW CUSTOMER ATTENTION BECAUSE IT'S A GREAT COLOR.

Huell: AND THESE ARE CALLED HAPPY FLOWERS.

FLOWER POWER.

Floral director: FLOWER POWER.

HAPPY FLOWERS.

I THINK FLOWERS IN GENERAL MAKE PEOPLE HAPPY.

IT GIVES YOU A GOOD FEELING.

Huell: THIS LADY CAME UP, GRABBED ME, AND SAID WHAT?

Agree vendor: WE INVENTED A SALAD SPINNING BAG SO YOU DON'T WASTE PAPER TOWELS OR TAKE OUT THAT BIG, CLUMSY SPINNER.

Huell: A SALAD SPINNING BAG.

Argee vendor: RIGHT, RIGHT.

AND THERE'S THE INVENTOR RIGHT THERE.

HERE'S YOUR PAL.

Huell: AH, HUELL HOWSER.

Inventor: HOW ARE YOU?

Huell: WELL, GET US EXCITED ABOUT THIS SALAD SPINNING BAG.

Inventor: LET ME SHOW YOU THIS.

YOU'RE FAMILIAR WITH THE BIG SALAD SPINNERS, I WOULD ASSUME.

Huell: KIND OF.

Inventor: WELL, YOU WASH YOUR LETTUCE, AND YOU PUT IT INTO THE SALAD SPINNER, AND THEN YOU--PLASTIC THING, AND THEN YOU SPIN IT.

Huell: YEAH.

Inventor: WELL, INSTEAD YOU PUT IT IN THIS BAG.

NOW I'M GONNA BACK UP SO I DON'T HIT YOU IN THE HEAD.

Huell: WHAT ARE YOU GETTING READY TO DO?

Inventor: I'M GOING TO SPIN THIS PRODUCE DRY.

I'M GONNA SPIN THIS ABOUT 10 TO 12 TIMES.

OK, THAT SHOULD DO IT.

NOW YOU'LL SEE THE WATER IS DOWN AT THE BOTTOM.

Huell: OH, ALL THE WATER CAME OUT ON THE BOTTOM.

DO YOU HAVE A PATENT ON THIS?

Inventor: YES, UH-HUH.

Huell: ARE YOU RICH?

Inventor: UH, I'M TRYING.

Huell: HA HA HA!

Argee vendor: AND HERE'S THE PACKAGE.

Inventor: POURS OUT THE DRAIN.

Huell: WOW!

Inventor: YOU FLUFF IT UP, AND IT NOW BECOMES YOUR CONTAINER.

YOU PUT THIS RIGHT IN THE REFRIGERATOR.

Huell: WHAT A GREAT INVENTION.

Argee vendor: TAKE IT TO THE LAKE WHERE YOU VISIT PEOPLE, AT THE BEACH, THE DESERT.

YOU KNOW, PUT IT IN THE DRAWER.

PUT IT IN THE REFRIDGE, TAKE IT WORK.

YOU'VE GOT SALAD ON THE GO.

Huell: ALL YOU'VE GOTTA DO IS HAVE A PLACE TO SPIN IT.

Inventor: 3.2 CALORIES EVERY TIME YOU SPIN IT.

Agree vendor: SO YOU SPIN IT INSIDE.

IT DOESN'T GET YOUR HOUSE WET AT ALL.

YOU SPIN IT, IT'S REUSABLE, AND HERE IS THE PACKAGE, AND WE HAVE IT IN A LOT OF WONDERFUL STORES.

Huell: GIVE ME A SPIN ONE MORE TIME.

Inventor: OK, LET ME DO THIS.

I'LL GET IT WET AGAIN.

Huell: THIS IS VERY INTERESTING.

HE'S PUTTING THE WET PRODUCE IN THE BAG.

Argee vendor: RIGHT.

AND YOU COULD USE CILANTRO, PARSLEY, LETTUCE, CABBAGE-- Huell: THIS IS REVOLUTIONARY.

Argee vendor: IT IS.

IT REALLY IS.

Huell: HERE HE GOES.

Inventor: A DIFFERENT WAY.

YOU GO THIS WAY.

I LIKE THE WRIST ACTION.

Huell: AND THERE'S THE WATER AT THE BOTTOM, THE SALAD AT THE TOP, AND THIS MAN IS SMILING ALL THE WAY TO THE BANK, RIGHT?

Inventor: I HOPE SO!

HA HA HA!

Dick: THIS IS KATE REED.

Kate Reed: HI.

PLEASURE TO MEET YOU.

Dick: COAST PRODUCE, AND THEY DO A LOT OF PRODUCTS, BUT THEY REALLY SPECIALIZE IN A LOT OF THE ASIAN AND HISPANIC ITEMS, AND THEY WORK WITH RETAILERS ON HOW TO MERCHANDISE THEM.

Huell: ACTUALLY A LOT OF PEOPLE ARE MOVING INTO THIS ASIAN MARKET, AREN'T THEY?

Kate: ABSOLUTELY.

IF YOU LOOK HERE, BEFORE WHEN YOU WOULD GO TO THE SUPERMARKET, YOU WOULD JUST HAVE MAYBE ONE TYPE OF EGGPLANT, AN ITALIAN EGGPLANT.

NOW YOU'LL HAVE A JAPANESE EGGPLANT, YOU'LL HAVE A CHINESE EGGPLANT, YOU'LL HAVE AN INDIAN EGGPLANT AND THAI EGGPLANT, SO BEFORE WHERE YOU MAYBE ONLY HAD ONE TYPE OF EGGPLANT TO SAUTEE, NOW YOU HAVE 3 OR 4 DIFFERENT ASIAN VARIETIES.

Huell: NOW, IS THIS UNIQUE TO SOUTHERN CALIFORNIA, OR IS THIS KIND OF STARTING HERE AND GONNA SPREAD ALL OVER THE COUNTRY?

Kate: IT'S SPREADING VERY MUCH.

NOW, CALIFORNIA HAS SUCH A WONDERFUL GROWING AREA THAT WE GET MOST OF THE ITEMS FIRST, LIKE A LOT OF LIKE--RIGHT HERE, THIS IS GAI LAN.

THIS IS CHINESE BROCCOLI RIGHT HERE.

GREEN LEAF.

Huell: THAT'S GROWN IN CALIFORNIA.

Kate: THAT'S GROWN IN CALIFORNIA, IN OXNARD SPECIFICALLY, AND THEN IT WILL GO INTO CALEXICO.

THIS IS GINGER ROOT.

NOW, GINGER ROOT IS NORMALLY GROWN--THIS IS FROM CHINA.

IT WILL ALSO BE GROWN FROM HAWAII.

YOU GOT THE BIG HANDS.

ASIAN PEARS, THE LARGE FUJI APPLES, BOK CHOY, THE SHANGHAI BOK CHOY, THAT'S ALL GROWN IN CALIFORNIA.

WE HAVE A WONDERFUL GROWING AREA.

Huell: WOW!

THIS IS--YOU KNOW WHAT?

THIS IS REALLY VERY EXCITING BECAUSE IT'S OPENING UP THE WHOLE WORLD TO SHOPPERS AND CONSUMERS IN CALIFORNIA.

Kate: AND WITH THE CALIFORNIA DEMOGRAPHICS BEING LARGELY HISPANIC, WE COME INTO ALL YOUR CHILI PEPPERS.

BEFORE WE'D HAVE SOMETHING LIKE CILANTRO.

IT'S A MAINSTREAM ITEM NOW, SO WHAT WE WANT TO DO IS INTRODUCE PEOPLE TO MORE CHILIES.

Huell: LOOK AT THESE CHILIES.

Kate: YEAH, ARE THOSE GORGEOUS, THOSE RED FRESNOS?

YOU OPEN UP THESE TOMATILLAS, MEXICAN PAPAYA, CHIPOTLE.

YOU LOOK AT THESE MEXICAN GREEN ONIONS.

THEY HAVE THOSE NICE BIG BULBS AT THE END.

THOSE ARE TERRIFIC FOR BARBECUING AND GRILLING, BUT WHAT WE WANT TO DO IS BRING ALL THESE ITEMS MUCH MORE MAINSTREAM, NOT SPECIALTY ITEMS, GET THEM INTO EVERYBODY--DAY'S COOKING SO THAT THEY CAN EXPLORE THE BOLD, VIBRANT COLORS OF CALIFORNIA.

Huell: I'M STANDING HERE WITH THE GRAND DAME.

THAT'S WHAT EVERYBODY TELLS ME YOU SHOULD BE CALLED.

Frida Kaplan: THAT'S 'CAUSE I'VE BEEN AROUND SO LONG.

Huell: YOUR NAME IS?

Frida: FRIDA KAPLAN.

Huell: AND YOU KIND OF STARTED ALL THIS YEARS AGO, DIDN'T YOU?

THIS BRANCHING OUT, THIS PLAYING WITH NEW AND INTERESTING FRUITS AND VEGETABLES AND IDEAS.

Frida: YEAH.

WE STARTED IN 1962, AND THAT'S WHEN WE INTRODUCED KIWI FRUIT TO BOTH THE UNITED STATES AND THE REST OF THE WORLD.

Huell: SO KIWI WASN'T EVEN KNOWN UNTIL THEN HERE.

Friday: NO.

AS A MATTER OF FACT, IT WAS KNOWN AS CHINESE GOOSEBERRIES, AND WE'RE THE PEOPLE THAT NAMED THE KIWI FRUIT.

Huell: YOU CAME UP WITH THE NAME KIWI.

Frida: RIGHT, AND WHAT WE ASKED WAS THE NEW ZEALAND GROWERS RENAME IT KIWI FRUIT BECAUSE IT LOOKS SO MUCH LIKE THE NATIVE BIRD IN NEW ZEALAND, AND THAT'S WHERE THE FRUIT CAME FROM.

Huell: NOW, YOU'VE ALSO DONE SOME OTHER THINGS, TOO.

Frida: YES, WE'RE KNOWN FOR INTRODUCING SPAGHETTI SQUASH, FOR SUGAR SNAP PEAS, AND THIS LAST 8 OR 10 YEARS, THE DONUT PEACH, THE LITTLE FLAT PEACH WITH A LITTLE TINY SEED IN THE CENTER OF IT, BUT THAT'S JUST ONE OF ABOUT 300 OR 400 ITEMS THAT WE'VE INTRODUCED.

Huell: SO WHERE DOES THIS STOP?

HOW MANY FRUITS AND VEGETABLES ARE THERE IN THE WORLD THAT WE DON'T EVEN KNOW ABOUT IN THIS COUNTRY YET?

Frida: WELL, AT THE NATIONAL ACADEMY OF SCIENCE, THEY TOLD US THERE WAS PROBABLY 20,000 TO 50,000 ITEMS THAT HAVE YET TO BE INTRODUCED.

Huell: SO YOU'VE GOT YOUR WORK CUT OUT FOR YOU.

NO WONDER YOU'RE SITTING DOWN.

Frida: WELL, ONE OF THE REASONS THAT WE HAVE BEEN SO FORTUNATE IS THAT WE'VE HAD THE OPPORTUNITY OF WORKING WITH PEOPLE LIKE DICK SPEZZANO, THAT I SAW BROUGHT YOU OVER HERE.

Huell: WELL, DICK IS MY--COME ON OVER HERE, DICK.

YOU'VE BEEN TAKING US AROUND TODAY, AND THIS HAS BEEN AN AMAZING SITUATION HERE.

MOST OF US WHO ARE JUST FLAT-OUT CONSUMERS, WHO JUST GO INTO THE STORES, WE NEVER REALLY STOP TO THINK ABOUT THE PROCESS THAT GETS THE FOOD TO THE STORES, DO WE?

Dick: WELL, THIS IS PART OF THE PROCESS, AND MANY OF THE ITEMS YOU SEE HERE, THEY'RE NOT IN THE SUPERMARKETS YET, WILL BE MAYBE TOMORROW OR NEXT WEEK.

Huell: YEAH, SO THIS IS KIND OF A PEEK PREVIEW OF WHAT'S YET TO COME.

Dick: ON NEW ITEMS AND IMPROVED ITEMS, YES, VERY DEFINITELY.

Huell: IT'S CALLED THE... Dick: FRESH PRODUCE AND FLORAL COUNCIL RETAIL EXPO.

Huell: WOW!

AND IT IS AN EXPO.

Frida: IT CERTAINLY IS.

Huell: YOU HAVE TO SEE IT AND TASTE IT TO BELIEVE IT.

WE SAW IT, WE TASTED IT TODAY, AND HOPEFULLY A LOT OF US ARE GONNA BE SEEING IT, TASTING IT, AND BUYING IT IN OUR GROCERY STORES IN THE WEEKS AND MONTHS AND YEARS TO COME.

Frida: JUST ONE COMMENT TO YOU.

IF YOU SEE SOMETHING THAT YOU'VE SEEN TODAY ON THE SHOW AND YOU DON'T SEE IT IN YOUR MARKET, GO TO YOUR PRODUCE MANAGER AND ASK HIM TO GET IT FOR YOU.

THAT'S THE WAY KIWI FRUIT STARTED.

IT WAS ONE PERSON IN ONE STORE THAT WAS LOOKING FOR THE CHINESE GOOSEBERRY AT THAT TIME THAT LED TO THE INTRODUCTION OF KIWI FRUIT AND ALL THESE OTHER ITEMS.

Huell: WOW!

THERE'S A LOT TO LEARN HERE TODAY.

WE'VE HAD A WONDERFUL DAY HERE AT THE... Dick: FRESH PRODUCE AND FLORAL COUNCIL RETAIL EXPO.

Huell: IT'S BEEN A WONDERFUL DAY.

OK, HERE'S AN EXHIBIT THAT CAUGHT MY EYE.

LADIES, COME ON OVER HERE.

ARE YOU PRISCILLA?

BECAUSE IT SAYS PRICILLA'S KITTY GRASS.

Priscilla: THAT'S ME.

Huell: KITTY GRASS.

GIVE ME-- Priscilla: IT'S SO OUR ANIMALS CAN HAVE VEGETABLES JUST LIKE WE DO, AND THEY GET A LOT OF NUTRIENTS FROM IT.

IT HELPS CATS FROM HAVING FUR BALLS.

Huell: SO WAIT A MINUTE.

YOU'RE SELLING GRASS FOR KITTIES.

Priscilla: UH-HUH.

Huell: NOT FOR PEOPLE, 'CAUSE PEOPLE CAN EAT GRASS AS WELL.

I'VE HAD GRASS JUICE.

Priscilla: ABSOLUTELY.

AND THIS IS SOME OF THE SAME THING THAT'S IN THAT.

THERE'S A LITTLE BIT OF WHEAT, A LOT OF BARLEY, BECAUSE BARLEY HAS THE MOST PROTEIN IN ANY OF THE GRAINS.

IT HAS A LITTLE BIT OF OATS AND A DASH OF RYE.

Huell: NOW, ISN'T THIS KIND OF A NICHE MARKET THOUGH?

KITTY GRASS IN A MAJOR GROCERY STORE CHAIN?

SHOULDN'T THIS BE IN A PET STORE?

Priscilla: WELL, ACTUALLY WE'RE IN WAY MORE GROCERY STORES.

WE ARE IN A FEW PET STORES, BUT PEOPLE GO TO THE GROCERY STORE TO SHOP, AND THEY SHOP FOR THEIR KIDS THERE, SO THEY SHOP FOR THEIR ANIMALS THERE, TOO.

[CAPTIONING MADE POSSIBLE BY KCET PUBLIC TELEVISION AND FRIENDS OF NCI] [CAPTIONED BY THE NATIONAL CAPTIONING INSTITUTE --www.ncicap.org--] Announcer: VISITING WITH HUELL HOWSER IS MADE POSSIBLE THROUGH A GENEROUS GRANT FROM THE RALPH M. PARSONS FOUNDATION.