New Leader Named To Help Guide California Walnut Industry
June 24, 2022 The California Walnut Board (CWB) and the California Walnut Commission (CWC) have announced Robert Verloop has been named Executive Director and CEO for the organizations, effective July 11, 2022. The CWB and CWC represent more than 4,500 California walnut growers and nearly 90 handlers, producing more than 1.4 billion pounds of walnuts in 2021 that ship to more than 50 countries around the world.
“We are excited to bring onboard an experienced strategic leader such as Robert, his background will well serve the California walnut industry,” says Bill Tos, the California Walnut Board’s Executive Committee Chairperson. “He has the unique background of leadership roles as a grower/shipper of highly perishable produce and in commodity organizations. Robert understands the challenge to ‘move the crop.’ In addition, he has extensive knowledge and creativity as a marketer working in complex domestic and international markets.”
Verloop recently held the position of COO for Coastline Family Farms, a family-owned vegetable grower/shipper. Previously, he held executive/ leadership roles with Naturipe Farms/Naturipe Brands, Sunkist Growers Inc., and the California Avocado Commission. In those capacities, he worked in such areas as marketing and sales promotions in retail, foodservice and ingredient channels in domestic and global markets; issues management; strategic planning; and government relations, working with various state and federal agencies.
Robert Verloop
“When he was a member of the then-Produce Marketing Association Board of Directors, Robert showed a true drive to help find and create solutions for the global produce and floral community,” says International Fresh Produce Association CEO Cathy Burns. “His focus on disciplined marketing and uncovering the implications in challenges and opportunities helped us immensely, and I expect the walnut industry will realize these same leadership benefits.”
Verloop says he’s looking forward to working with the staff, the two Boards (CWB and CWC), and the growers and handlers that make up the California walnut industry. “In collaboration with the growers and handlers, we must respond to rapidly evolving market conditions with a sense of urgency and purpose and continue to build an ongoing dialogue with key customer segments in order to drive sales in all market segments.”
The CWB and the CWC play a vital role in expanding walnut usage occasions and understanding walnuts’ health benefits, solving for production and postharvest challenges, protecting the industry against burdensome regulations, and building demand for California walnuts globally. Despite current supply-chain challenges, there is rising demand for walnuts given their versatility and wide range of studied health benefits.
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