Allen Lund Company's Nora Trueblood Retires

LA CAÑADA FLINTRIDGE, CA - There are certain friendships that deepen over time, becoming more than a connection—they become markers along your path, stones that help shape the journey itself. For me, one of those friendships has been with Nora Trueblood, Director of MarCom at Allen Lund Company.

Whether sharing a dinner at IFPA, catching up about our families, or talking through the challenges facing the industry, I have always found myself warmly welcomed by Nora—exactly as I am. She has a rare way of making people feel both seen and at ease, a quality that has defined not only my experience with her, but the experience of so many who have crossed her path.

Now, as April 17, 2026, approaches, Nora reflects on her remarkable, almost 24-year career with the Allen Lund Company. Her upcoming retirement offers a meaningful vantage point—one that reveals not just the milestones of a career, but the relationships, character, and care that have made it so enduring. At the center of it all is a simple but powerful belief: people come first.

“At Allen Lund Company, it has always been about the people. That is what first drew me to the company, and it’s the reason I have spent a long stretch of my career here,” Nora shares with me. “Like the produce industry itself, ALC is a family, grounded in love, support, and camaraderie. I have been truly blessed to know generations of growers and shippers, many of whom I’ve had the pleasure of meeting at trade shows and through philanthropic events—relationships that have meant more to me than I can fully express. Every person matters. Sure, a job is replaceable—but family isn’t. And to me, the produce industry has always been exactly that—family, and so much more.”

That sense of family—passed down through generations of growers, shippers, and partners—has long been a defining truth of the industry. But like any family, it has also evolved.

With that perspective, Nora looks back on her early days at ALC and how dramatically both the landscape and the company itself have changed—from the increasing sophistication of truck drivers, to the speed required to capture attention, to the ever-shifting balance of an effective marketing strategy. In an industry rooted in tradition, the pace of change has only accelerated.

As we revisit Nora’s many years of stories, she shares some of her most memorable moments and experiences—each one reflecting not just growth, but a commitment to bringing people together in meaningful ways.

“Big Al is a part of many of my favorite memories and victories. Back in 2005, Mr. Lund wanted to buy an International CXT and was talking to his son, Eddie Lund, about it: 'How do we justify the purchase?' Eddie wondered if we could feature it at our trade shows,” Nora explains. “I was challenged to design furniture, signage, and storage that would all fit into the truck. So that’s what I did. What we thought might last five years turned into the purchase of a second truck, thousands of miles on the road, and dozens of parades, shows, school pick-ups, and Acts of Kindness. The Acts of Kindness initiative has been a big ‘victory’ for ALC. Again, it was a team effort to develop the program’s look and encourage buy-in from our offices and departments. It has been a resounding win. The relationships developed with associations like IFPA, NWA, and OOIDA have been big victories as well.”

OOIDA marks another milestone for Nora, as ALC’s commitment to working with owner-operators and their association has grown into a meaningful and lasting relationship—one she is particularly proud of. These efforts reflect a deeper philosophy: that success in this industry is built not just on logistics, but on trust.

With a road full of intersections and turning points, Nora is no stranger to the fork-in-the-road moments that shaped both the company and its story. She recalls one in particular that continues to ripple forward today.

“When ALC decided to place MarCom under the direction of Kenny Lund, the momentum of our messaging and execution truly changed,” Nora begins. “I had three different bosses in my first four years, and this shift—along with the development of Big Al—put our small but mighty department front and center for ALC.”

Developing industry relationships—something Kenny values deeply—became a clear priority, and a consistent practice for Nora and her team.

“We also expanded our trade show strategy, focusing on regional events—not just the large organizations—and I volunteered for several groups while we grew our Acts of Kindness participation. These efforts were natural extensions of the deep values our company already held: to support our vendors and partners, and to expand our philanthropic impact in the communities we call home,” Nora reflects.

This charitable energy proved contagious, leading ALC to deepen its involvement in initiatives like Navidad en el Barrio—an effort that speaks directly to the heart of the industry’s responsibility to give back.

“In 2004, my dad and I presented to Mr. Lund, David, Eddie, and Kenny the idea of expanding this important philanthropic effort, and they went all-in. Since then, ALC has helped provide Christmas groceries to thousands and thousands of Southern California’s most needy families,” Nora shares.

Reflecting on these milestones, Nora now steps into her retirement from ALC—though not without leaving behind something lasting. I ask how she hopes to be remembered, and her answer points not to achievements, but to impact

“I hope that my team feels they were well mentored—not only in marketing, but in this wonderful produce industry as well. Jumping in to help is something I hope I’m remembered for. Bringing produce companies together with logistics partners like ALC through Navidad en el Barrio is probably what I hope people remember most—the relationships born and developed through that effort,” she says. “I have spent my years with ALC as more of a behind-the-scenes person, and I have always been mindful of my responsibility to shepherd the brand.”

After a career defined by connection, mentorship, and service, Nora now turns to a new chapter—one that carries the same spirit of giving, just in a different form.

“I will be relocating out of California to be closer to my daughter and one of my sons, and seeking opportunities with nonprofit organizations where my talents can be used. Spending time with my two granddaughters and writing some new stories in the chapters that make up my life,” Nora shares.

Nora, the impact you’ve made will carry forward, and this next chapter is a beautiful continuation of all you’ve built.