Wednesday morning reaction

Reaction to the FDA's clearing of Florida tomato producing counties last night:

One reader and industry player, commenting on background, noted the south Florida counties of Hendry, Lee and Collier (Immokalee/Naples) were notably absent from the FDA's list of cleared counties. The observer noted that deal finished up right around the time the first salmonella cases were found on April 23.

However, the observer said the key breakthrough in the FDA list was the clearing of Manatee and Hillsborough counties (Palmetto/Ruskin). Marketers in that region can now start moving unsold product sitting in coolers.

He noted a big question is now how fast the major fast food chains get Florida tomatoes back on their menus. And he noted an unfortunate truth about the media; the clearing of Florida tomatoes won't be reported with the same vigor as the headlines that broadcast the industry's woes.

Complications ahead: lower shipping point prices, combined with added expenses at destination from dealing with riper product, added fuel costs from retrieving rejected products and probable dumping by repackers at terminal markets.

It is not over yet.....