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CASTROVILLE, CA -- Ocean Mist Farms is leveraging the location of its ranches along the Highway 1 corridor in Northern California to generate consumer awareness for the company by installing four, 12-foot-high color signs to face both northbound and southbound traffic.

The four signs, installed the beginning of June, feature a color picture of Hugo Tottino, one of the company's grower-owners.

"The timing is ideal as the 2010 U.S. Open Championship will visit the Monterey Peninsula the week of June 14-20," Kori Tuggle, marketing manager of the company, said in a June 11 press release."Thousands of people drive the highway every day. The signs are a low-cost way to generate awareness about where artichokes grow and our land base along the coast, with residents as well as visitors to the Monterey Bay."

Attendance over the eight days of the 2010 U.S. Open Championship tournament, including practice rounds, is expected to top 200,000. However, the signs will stay up permanently, noted the company.