[bdowling]

$2000 is a publicity stunt. Basically, the grower auctions the first fruit of the season and the winner is interviewed on TV and gets to promote his business. It's exactly like the ludicrous tuna auction but on a local level.

The $100 fruit is a premium item that comes in a nice box appropriate to send as a gift. Note: This isn't that different from the premium gift boxes sold in the U.S. (e.g., Harry and David box of six pears and some nuts for $100).