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[san francisco] Tri-Valley Growers is moving into TV advertising as part of a consumer-oriented shift in strategy, with designs on a bigger share of the canned fruit and vegetable market.

The grower cooperative, with 1995 sales of $960 million, has awarded its estimated $10 million to $17 million TV account to Black Rocket, a new shop founded by four former executives of Hal Riney & Partners and Goodby, Silverstein & Partners.

Foley & Magill, Corte Madera, Calif., remains agency of record for print, while Miller Meester, Minneapolis, keeps foodservice and international advertising.

Tri-Valley brands include S&W Fine Foods, Oberti olives and Libby fruit. Last year, Joe Famalette took over as president-CEO and began a push to more consumer-oriented marketing.

"The company believes that the grower-owned concept with its consumer focus can be built substantially, including through the acquisition of other brands," said one executive.

The win is the second in two weeks for Black Rocket, which also picked up the $8 million account of Internet directory Yahoo! (AA, March 18).

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