FOLSOM, Calif. — The California Walnut Board (CWB) and the California Walnut Commission (CWC) are pleased to announce that Robert Verloop has been appointed Executive Director and Chief Executive Officer, effective July 11, 2022. The CWB and CWC represent more than 4 500 California nut growers and nearly 90 handlers, producing over 1.4 billion pounds of nuts in 2021 that ship to over 50 countries worldwide.
“We are delighted to welcome an experienced strategic leader such as Robert, his experience will serve the California walnut industry well. He has unique experience in leadership roles as a producer/shipper of highly perishable products and in commodity organizations. Robert understands the challenge of “moving the harvest”. Additionally, he has extensive knowledge and creativity as a marketer working in complex domestic and international markets,” said Bill Tos, Chairman of the California Walnut Board Executive Committee.
Mr. Verloop most recently served as COO for Coastline Family Farms, a family-owned vegetable grower/shipper. Previously, he held management/leadership positions with Naturipe Farms/Naturipe Brands, Sunkist Growers Inc. and the California Avocado Commission. In this capacity, Robert has worked in areas such as marketing and sales promotion across retail, foodservice and ingredient channels in domestic and global markets; problem management; strategic planning; and government relations, working with various state and federal agencies, including USDA, FAS/ATO, CDFA, and FDA.
“While serving on the board of the Produce Marketing Association at the time, Robert demonstrated a genuine desire to help find and create solutions for the global produce and flower community. His focus on disciplined marketing and uncovering the implications of challenges and opportunities has helped us tremendously, and I expect the nut industry to realize those same leadership benefits,” said Cathy Burns, CEO of the International Fresh Produce Association.
“I look forward to working with the staff, the two councils (CWB and CWC) and the growers and handlers that make up the California nut industry. Nuts are very versatile and nutritious, ideal for a plant-based diet. Together with growers and handlers, we must respond to rapidly changing market conditions with a sense of urgency and determination and continue to establish ongoing dialogue with key customer segments to drive sales across all segments. market,” added Verloop. “I am also very aware of the multi-generational nature of an industry that is more than a century old. New generations inherit a vibrant industry that continues to evolve through innovation, beginning with new advances in orchard management practices, post-harvest management, and the development of exciting new consumer products that highlight showcasing the versatility and delicious taste of nutritious California nuts.
The CWB and CWC play a vital role in expanding opportunities for using tree nuts and understanding the health benefits of tree nuts, solving production and post-harvest issues, protecting the industry against restrictive regulations and the creation of demand for California walnuts on a global scale. Despite current supply chain challenges, the demand for nuts is growing given their versatility and wide range of health benefits being studied. The interest in plant-based eating around the world is an opportunity for nuts, which contain protein and fiber, and are the only nut that is an excellent source of essential ALA omega-3s. plants.
“We look forward to Robert and the CWB and CWC staff working collaboratively with industry to address the near-term challenges of supply chain logistics, port congestion and rising costs. At the same time, we will update and refocus our long-term strategies in view of market developments and will not give up on our goal of developing the market and increasing consumer demand globally for our future cultures,” added Tos.
About the California Walnut Board
The California Walnut Board (CWB) was established in 1948 to represent California walnut growers and handlers. The CWB is funded through mandatory material handler assessments. The CWB is governed by a federal nut marketing ordinance. The CWB promotes the use of tree nuts in the United States through advertising and educational programs. The CWB also funds nut production, food safety and post-harvest research.
About the California Walnut Commission
The California Walnut Commission, established in 1987, is funded by mandatory producer assessments. The Commission is an agency of the State of California that works in conjunction with the Secretary of the California Department of Food and Agriculture (CDFA). The CWC is primarily involved in health research and export market development activities. For more industry information, health research and recipe ideas, visit www.walnuts.org.
Declaration of non-discrimination
The California Walnut Commission (CWC) prohibits discrimination in all of its programs and activities on the basis of race, color, national origin, age, disability, sex, marital status, marital status, parental status, religion, sexual orientation, genetic information, political beliefs, retaliation or because all or part of an individual’s income comes from a public assistance program ( not all basics apply to all programs).