Mexican Hass Avocado Importers Assoc. v. Preston/Tully Group Inc.

838 F. Supp. 2d 89, 2012 WL 194976, 2012 U.S. Dist. LEXIS 7364
District Court, E.D. New York·Decided January 23, 2012·No. No. 09-CV-5522(JS)(WDW)·Published·Cited by 2 cases

Opinion

MEMORANDUM & ORDER

SEYBERT, District Judge:

Plaintiff Mexican Hass Avocado Importers Association (“MHAIA” or “Plaintiff’) commenced this diversity action on December 17, 2009 against Defendant Preston/Tully Group Inc. (“Preston/Tully” or “Defendant”) asserting claims for breach of contract, an accounting, and fraud. On June 20, 2011, Plaintiff moved for partial summary judgment as to liability on its breach of contract claim. On July 21, 2011, Defendant opposed and cross-moved for summary judgment on all claims. Presently pending before the Court are [91]*91the parties’ cross-motions. For the following reasons, Plaintiffs motion is DENIED, and Defendant’s motion is GRANTED IN PART AND DENIED IN PART.

BACKGROUND1

I. Factual Background

MHAIA was formed in 2008 by importers of Mexican Hass avocados to promote the sale of avocados of Mexican origin in the United States. Using assessments collected by the United States Department of Agriculture (“USDA”) pursuant to the Hass Avocado Promotion, Research and Information Act of 2000, 7 U.S.C. § 7801 et seq., MHAIA entered into a series of “Promotional Services Agreements,” with Preston/Tully whereby Preston/Tully agreed to develop and implement an integrated marketing campaign for Mexican Hass avocados. (PI. Exs. K-N; Def. Exs. 1-5.)

The parties entered into the first Promotional Services Agreement in March 2004, which covered the period between March 2004 and December 2004 (Def. Ex. 1, “2004 Contract”), and the second in August 2004, which covered the period between August 2004 and December 2005 (PI. Ex. K & Def. Ex. 2, “2004-2005 Contract”). The parties performed under these contracts without issue, and they are not the subject of this lawsuit. MHAIA subsequently entered into three additional one-year Promotional Services Agreements with Preston/Tully. The Court will discuss the details of each in turn.

A. 2005-2006 Contract

On or about October 1, 2005, the parties entered into a new Promotional Services Agreement covering the period between November 1, 2005 and October 31, 2006 (PI. Ex. L & Def. Ex. 3, “2005-2006 Contract”). The 2005-2006 Contract, like the ones prior, was drafted in the form of a letter on Preston/Tully letterhead. The letter was from Christopher Tully, the President and sole owner of Preston/Tully, to Mr. E. Figueroa, the then-Chairman of the MHAIA Board, and was signed by both individuals. The letter set out to “outline [the parties’] understanding of the promotional campaign, and list the services [Preston/Tully] will provide, as well as the payment schedule for [those] services.” (2005-2006 Contract, at 1.) Pursuant to the terms of the agreement, Preston/Tully agreed to provide the following services:

—■ Development of marketing conceptual plan, communications strategy, brand positioning and its implementation[.]
— Website maintenance^]
— Administrate co-op marketing fund used to reimburse importers for promotions executed with retailers and or [sic] in support of retailer activities.
— Reprint material used in point of sale program[.]
— Plan and purchase consumer advertising media in U.S. markets.
— Plan and purchase trade directed advertising.
— Conceive, develop, implement, track, administer [sic] public relations program.
— Provide campaign administration, follow-up and

{Id. at 2.) Those services are itemized in a “line item budget” attached to the letter [92]*92(id.) that was drafted by Mr. Tull2 (see Tully Dep. 31-32).

The budget includes a list of nine items with short descriptions of the services to be provided and corresponding dollar amounts. They are as follows:

1. $700,000 for “POS/Demo/Importer fund,” which is described as “In-store demo fund used to reimburse importers for promotional efforts. Includes demo kit fulfillment and $100,000 for supervision, administration and monitoring of program by agency.3 (emphasis added).
2. $106,000 for “POS material reprint,” which is described as “Reprint demo kit materials including recipe brochure, counter card, napkins, serving gloves, etc. Printing 1,000 kits English [sic]. Develop and design Hispanic POS kit. Print 1000 kits Spanish [sic].”
3. $550,000 for “Public Relations,” which is described as “P.R. activities directed at trade and consumer publications editors.”
4. $2,523,000 for “Radio Advertising,” which is described as “Media. Includes 15% Agency fee for planning and buying, verification and administration. Radio Spot production (two English and two Spanish commercials). Talent and distribution.” (emphasis added).
5. $176,000 for “Trade Advertising,” which is described as “Design and production of one 4/c trade advertisement. Production of films & proofs. Media placements in trade publications.”
6. $50,000 for “Mise. Production,” which is described as “Mise, campaign production expenses.”
7. $40,000 for “Website maintenance and updating,” which is described as “Maintenance trade website (English and Spanish) www.mexhass. com. Consumer website www. mexhassrecipes.com maintenance and refreshing.”
8. $330,000 for “Agency Administration,” which is described as “Development of strategy, program plan, execution and follow-up.”
9. $25,000 for “Agency Travel/Misc Expenses,” which is described as “Airfare, hotel, phone, fax, deliveries, mise, expenses, etc.”

(Id. at Attachment.) Preston/Tully may, but was not required to, subcontract specific items to outside parties. (Id. at 4-5.) Additionally, Preston/Tully was obligated under the contract to “keep accurate records, books, and documents involving transactions relating to this agreement,” retain them for three years, and make them “available for inspection and audit by a representative of the Secretary of Agriculture” upon request. (Id. at 4.) The agreement does not contain any additional information regarding the sendees to be provided by Preston/Tully.

The agreement states that “[t]he total amount covered ... is $4,500,000,” which is to be paid by MHAIA to Preston/Tully in installments. (Id. at 3.) “If the campaign is cancelled for any reason whatsoever, Preston/Tully’s entire fee for implementation, administration, and any other costs or fees incurred to date, shall, nevertheless, be deemed to have been earned [93]*93and will be paid within ten (10) days of billing.” (Id. at 5 (emphasis added).) The parties do not dispute that this constitutes the entire agreement between them.

All of the services provided for in the 2005- 2006 Contract were adequately performed by either Preston/Tully or a third-party subcontractor.

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Mexican Hass Avocado Importers Assoc. v. Preston/Tully Group Inc., 838 F. Supp. 2d 89, 2012 WL 194976, 2012 U.S. Dist. LEXIS 7364 (E.D.N.Y. 2012).

838 F. Supp. 2d 89 (Mexican Hass Avocado Importers Assoc. v. Preston/Tully Group Inc.) — published by Counsel Stack Legal Research, free access to 12M+ legal documents.

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