which is exactly why mike and other growers were approached by the orange county-based farm dulcinea to crow the new melons, as well as other exciting and different fruits and vegetables that the public was demanding. >> the thought process behind the development of dulcinea farms was in the beginning, we looked at the category of produce and ashed consumers what they were most dissatisfied with. and based on their answers, we took the 13 products that they were most dissatisfied with from a consumer standpoint, and we went back to our parent company syngenta and asked us what type of products did they provide that really brought those consumer attributes back to the category. >> and what they came up with was a first--demographic demand agriculture. instead of farmers picking what and why to grow the crops they did, consumers were now dictating choices. and today, dulcinea-based farmers are growing specific items, like smaller produce, sweeter fruit and longer lasting vdgetables, all to meet consumer demand. in addition to the personal size pure heart watebmelons and a tuscan-style