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PHILADELPHIA -- A marketing committee is working to attract new business for tenants when Philadelphia's produce industry moves into its new market. The market will be named the Regional Produce Cooperative Corp.

The chairman of the marketing committee is John Vena III, owner of John Vena Inc. He said that other members of the committee are Sonny DiCrecchio, general manager of the Philadelphia Regional Produce Market, who will become the chief executive officer of the RPCC; and Dan Kane, the market's assistant manager. Also on the committee are Chris DiPiazza, a partner in the market's information technology provider, Orbis Solutions; John DiFeliciantonio, a partner in Ryeco LLC; Todd Penza, a family member of Pinto Bros.; Tracie Levin, a family member of M. Levin & Co. Inc.; and Tom Kovacevich III, general manager of T.M. Kovacevich-Philadelphia Inc.

Mr. Vena said that the marketing committee was founded in the summer of 2009. The group could not find an individual who singularly satisfied the needs to promote the market, so early this year, the market hired the services of an industry marketing agency, DMA Solutions Inc., based in Irving, TX. Because DMA's President and Managing Partner Dan'l Mackey Almy and her firm have a produce industry background and because they are "marketing professionals," Mr. Vena said, "We engaged them to assess our marketing needs for the new market and create a strategic marketing plan … and to guide us through the implementation of the plan up to opening day and beyond."

Mr. Vena added, "There are business development aspects that are not yet addressed. We see that as a different issue, and we may take a different direction in business development." The first priority is for DMA to serve marketing needs because "there is such a great story to tell. That's what needs to happen first."

(For more on the Philadelphia market, see the May 24, 2010, issue of The Produce News.)