World Variety Produce markets product under specially-developed brand names: Melissa's, Don Enrique, Rookies, and Jo-San brand. Consumers everywhere recognize the Melissa's logo, in cheerful red with a carrot standing in for the letter "I." In 1986, seeking a more inviting label than possible with the World Variety corporate identity, Hernandez named this well-known brand after his daughter. Melissa Hernandez has recently taken an active role in the business. Periodically, she appears at the industry conventions and press events as a company spokesperson--and yes, even in her early 20s, she knows the product line very well.