FOLSOM, CA - We at ANUK love seeing our industry friends prosper, which is exactly the case with produce vet Robert Verloop. In a recent announcement, he was named as the Executive Director and Chief Executive Officer of the California Walnut Board (CWB) and the California Walnut Commission (CWC), effective July 11.
“I am looking forward to working with the staff, the two Boards, 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,” said Verloop. “I am also keenly aware of the multi-generational nature of an industry dating back more than a century. The new generations are inheriting a dynamic industry that continues to evolve through innovation, starting with new advances in orchard management practices, post-harvest management, and developing exciting new consumer products that showcase the versatility and delicious taste of nutritious California walnuts.”
Verloop recently held the position of Chief Operations Officer for Coastline Family Farms and previously held executive leadership roles with Naturipe Farms/Naturipe Brands, Sunkist Growers, and the California Avocado Commission.
According to a press release, he has worked in areas such 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, including USDA, FAS/ATO, CDFA, and FDA.
“We are excited to bring onboard an experienced strategic leader such as Robert, his background will well serve the California walnut industry. He has the unique experience 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,” said Bill Tos, the CWB’s Executive Committee Chairperson.
The International Fresh Produce Association’s Chief Executive Officer, Cathy Burns, also commented on this exciting appointment.
“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. 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,” said Burns.
For more on this recent appointment, please see the full press release here.
Congratulations to Robert Verloop on this exciting opportunity!
