From The Produce News Novelle Takes on Winogrond and Obregon as Two New Senior Principals April 10, 2006 – Novelle Consulting LLC, a dynamically growing international player in agribusiness consulting based in Laguna Beach, CA, held a welcoming reception for Henry Winogrond and Francisco Obregon after they became principals of the professional produce organization. Founding principals Allen Vangelos, Danilo Lopez and Jan van Meerveld formally confirmed their affiliation during Novelle's recent annual meeting in Laguna Beach. Charlie Palmer, C. Lou Alexander and Steven Davis, who are also Novelle consultants, participated in the event, which took place at the company's headquarters. Novelle Consulting was founded in 1998 by these produce industry veterans, who have more than 150 years of combined experience in the global agriculture business. Novelle provides services in the disciplines of production and post-harvest, crop diversification and product differentiation, sophisticated marketing strategies, global logistics, and strategic planning to customers in both private and governmental sectors throughout the world. Henry R. Winogrond has 35 years of experience in numerous perishable and packaged agricultural products and industries, including floriculture, with positions in management, finance, distribution, operations, marketing, consulting and software applications. Mr. Winogrond has been the managing director of Dole's banana-pineapple operations in the Philippines and Thailand, and he also co- founded Dole's 5,000-acre banana plantation in Nicaragua. Some of his other past positions were president of Great Lakes Floral, president of Southern Rainbow and executive vice president of World Commerce Online. He holds a master of business administration from Stanford University and bachelor of the arts degree in philosophy and languages with honors from the University of Wisconsin. Francisco Obregon has over 35 years of international experience in production, post-harvest, sales, marketing, logistics and distribution of fruits and vegetables in the NAFTA countries. He has a comprehensive knowledge of cultural diversities and effective communication and an excellent rapport with Mexican, U.S. and Canadian authorities. He maintains an active relationship with farmer organizations and supermarket associations in Mexico, and has worked over the years with Tanimura & Antle, Post-Harvest Technologies, Master's Touch and the Sonora, Mexico, government. Until now, he has provided consultant services through his own company, Obregon & Associates. Mr. Obregon serves on the Produce Marketing Association's main board and recently became part of the 2006 Fresh Summit Committee. He holds a bachelor of science degree in agriculture from the University of Arizona and is the 1995 Alumni of the Year Achievement Award recipient. Novelle does a great deal of international work in fresh produce development in Africa, Russia and eastern Europe. One of its recent projects was centered around a strategic development plan created for the state of Sonora in northwest Mexico that included an elite symposium targeted to U.S., Canadian and Mexican investors, grower-shippers and bankers with the aim of accelerating the development of the produce business in Sonora. Since that time, several projects have moved forward quickly through Novelle, including new business in the areas of citrus development, greenhouse alliances and various fruits and vegetables in the area of value-added, fresh-cut and differentiated products. The primary projects for Novelle in 2006-07 will be focused on the NAFTA region, as Mexico and other Latin American countries continue to grow in importance as premier fruit and vegetable suppliers for the North American, Asian and European markets. Also, supermarket growth is explosive in the region. Mexican firms continue to construct state-of- the-art supermarket malls throughout the country that are challenging the capacity of the produce distribution network, bringing unlimited opportunities to U.S. produce companies and logistic corporations. Read more about Henry Winogrond Read more about Francisco Obregon Read more articles at The Produce News				Other News Press Releases August 1, 2006 – Novelle Principal Awarded Presidential Volunteer Service Award December 20, 2005 – Sonora State, Mexico Completes Phase I of Development Plan April 26, 2005 – PMA Addresses Consumption, Industry Trends with Retailers, Growers in Mexico April 18, 2005 – Novelle Assists State of Sonora in Five Year Plan June 3, 2004 – BC Hot House Chairman Al Vangelos Elected Russian Farm Project’s Chairman of the Board Novelle In The Media April 10, 2006, The Produce News – Novelle Takes on Winogrond and Obregon as Two Senior Principals April 6, 2006, FreshPlaza – Novelle Adds Two New Senior Principals; Obregon and Winogrond July, 2005, Productores de Hortalizas – Agronegocios en Sonora (476KB PDF in Spanish) May 1, 2005, The Produce News – Symposium Shines Spotlight on Sonora Agriculture On The Move Novelle in Georgia Novelle in Indonesia Novelle in Egypt Novelle in Guatemala Novelle in Central America Novelle Consulting in Zambia Novelle Consulting in the Balkans Novelle’s Indonesian Assignment Novelle in Southern Africa Novelle in former Soviet Union Novelle and Work in Colombia Bananas in Bangladesh Vegetables in Moldova Packing Plant in Moldova Quality Control in Moldova White Papers Novelle Consulting and EUREPGAP Moscow Supermarket Industry The 5-Year Agricultural Business Development Plan for Sonora, Mexico Marketing of Horticultural Produce in Asia–From Sonora Symposium

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