Harvesting Success Together: Year End Reflections on Unity in the Pecan Industry

As my first year working for the pecan industry ends, I’m struck by how much we’ve accomplished and also by how much is ahead as Pecans embraces its potential with consumers around the world. I’m also reminded of how critical our industry’s unity remains, especially as we grapple with the devastating effects of Helene on our Georgia growers. As a smaller industry, a ripple in one part—whether a new and exciting marketing endeavor or a destructive hurricane—becomes a wave that affects us all. We will better weather what comes when putting the whole first.

As one, unified industry, we’ve achieved a lot this year. We launched the first nationwide retail campaign for pecans and drove $2 to $4 in pecan sales for every promotional dollar spent. Moreover, based on e-commerce channels, 11 to 40 percent of pecan purchases were from first-time buyers. We started new campaigns in Mexico with a presence in 90 Soriana retail locations and made major progress on our initiatives in the United Kingdom and India. In fact, according to USDA, pecan exports to the UK are up 76 percent between January and July compared to the same time last year. We ignited five new nutrition research studies, published a research library with more than 200 articles, activated a new food service push, and passed the APPB referendum.

But our work continues to be focused on our primary goal: supporting a higher price for pecans.

In my first year, I also had the benefit of working under the leadership of some of APC and APPB’s founders, including Mike Adams from Texas, who completed his last term. Working beside founders like Mike ensured we stayed close to their vision to uplift the industry. I also saw several of our organizations’ early leaders step gracefully away to allow new voices to shape our marketing. That’s exactly how these boards should work.

I wish you all a happy and productive harvest, and your APC and APPB will stay hard at work bringing your labors to consumers around the world.

Our hearts go out to those who are grappling with the damage of Helene and Milton.