A Harvest Message from the New CEO of APC and APPB
To begin my work, I’ve spent the past few weeks listening intently to growers, shellers, and partners across the value chain. While I have many more conversations to come, three themes already emerge:
- We must recognize the difficult conditions many in this industry face. That calls for immediate wins centered on restoring everyone’s profitability. A thriving industry— across each part of the chain—is the best way to bring our pecans’ nutrition to more people around the world.
- There is a call for unity across the industry, with recognition that a unified marketing approach is the best way for all to succeed. You expect your marketing and promotion organizations to create the tides that lift all boats, and you want to see meaningful results.
- Trust is critical to you, and you expect transparency, integrity, and open communication from those like me who work on your behalf. I can assure you that those values are why it is such an honor to serve people like you who feed the world.
Your support for the APC and APPB has already fueled marketing and research that puts us in a strong position for future success. As I map out how we will significantly and quickly accelerate that impact, please send me your thoughts at firstname.lastname@example.org.