message.setJMSType("saleUpdate");
        message.setLong("id", item.getId());
        message.setString("name", item.getName());
        message.setString("seller", item.getOwner().getUserId());
        message.setLong("startDate", item.getStartDate().getTime());
        message.setLong("endDate", item.getEndDate().getTime());
        message.setDouble("minBid", item.getMinBid());
        message.setDouble("bids", item.getBids().size());
        message.setDouble("highestBid", 
                (item.getHighestBid() == null ? 0.00 :
                    item.getHighestBid().getAmount()));            
        producer.send(sellTopic, message);
        logger.debug("sent={}", message);